Creative marketing includes branding (logo design, website design, social media pages, etc), advertising, product/service design (user interfaces, packaging or a physical product), customer experience (product showroom), and visual merchandising (display windows). When you combine marketing strategies and creativity, you end up with a campaign that people will notice and remember.
How can you learn and master the art of creative marketing?
It’s by learning from the famous brands that have been on the market for many years. Their decades-long existence and continued success is proof of their uniqueness and creativity.
Here are 5 campaigns that can help you achieve your goal.
Viral videos reach millions of people around the globe. Creating one is a great way to promote your brand to your target audience.
Viral videos are catchy. They are unique and carry a powerful message that attracts people’s attention.
A great example of a viral video campaign is the ALS Ice Bucket Challenge that had more than 17 million participants all over the world, including celebrities like Tom Cruise, Rihanna, Mark Zuckerberg, and Bill Gates.
They intended to raise awareness for people suffering from Amyotrophic Lateral Sclerosis disease and raise money. Its funny challenge and value made this video campaign viral.
The challenge asked people to pour a bucket of ice-cold water over their heads and challenge minimum 3 other people to do the same. It also asked the participants to donate to the ALS association.
They raised an incredible $115 million in two months.
Viral videos are a powerful tool for making creative campaigns because they don’t ask for a lot of additional marketing input since they go viral. They usually spread on the internet by people sharing them. You don’t need famous people taking part in it; you just need an original idea and a valuable message.
Most businesses nowadays recognize the power of influencer marketing. It grants them visibility, great exposure, and promotion.
You can notice many brands having celebrities in their commercials. It’s because the audience recognizes their faces and trusts them.
One great example of this is Amazon’s Super Bowl commercial that featured Cardi B, Gordon Ramsey, and Anthony Hopkins. The campaign was original, unbelievably creative, and funny and showed the benefits of their voice technology-driven product.
The result? Over 50 million views.
Using influencers to promote your business is currently the top trend in marketing. With thousands of followers who follow everything influencers share and buying the things they recommend, it’s a win-win if you engage an influencer in your next campaign.
Yes, social media is the must-use marketing tool for sharing your campaign because everyone uses at least one of them. As a result, it allows your brand visibility and incredible reach out.
Thanks to the hashtags, it makes your content discoverable, and the “share” buttons allow maximal exposure with one click.
One of the top social media campaigns is Starbucks: Unicorn Frappuccino. They used Instagram for their campaign, along with the hashtag #UnicornFrappuccino.
They started their campaign as part of their product’s rollout, which lasted only one week in April 2017.
Promoting the changing magic colors and flavor, Starbucks captured their target audience attention due to the limited-time offer and the product’s design
The result was around 155.000 Instagram posts generated using the hashtag.
Social media platforms are the best way to spread your campaign without spending a fortune. They are easy to use and the hashtags combined with an ad grant you unbelievable exposure and engagement.
If you want to spread the word about your business, it’s a great idea to partner with a well-known brand. Most of the brands partner with brands of completely different niches to gain more exposure and build credibility on the market.
Verma Media is one of the brands that used a partnership to raise brand awareness on the market. This company got noticed in the cannabis space due to its public support of controversial industries and emerging technologies.
One of their partnerships was with Orthogonal. Verma helped in launching the Orthogonal Collective’s (OC’s) campaign that promoted their incubation hub and expertise.
This partnership’s campaign resulted in 30 companies in the cannabis space joining the collective.
One of them is Entrepreneur which launched Green Entrepreneur. Partnerships are often underestimated. But, they are still incredibly powerful assets for marketing. Just make sure that your branding is visible wherever the campaigns come into contact with the target audience. For example, if you have a fashion brand and you’re planning to partner with a retailer, then make sure your fashion logo is prominent in all the marketing materials. By partnering with an established brand, your small business will get noticed on the target market, including other markets different from yours which boosts your visibility and increases the number of potential clients.
Contests are always a great idea for getting noticed on the market. It’s because they are easy to organize and set up and don’t require spending a lot of money for promoting your brand.
An example of this is Uniqlo. They created a campaign in the form of a contest. It asked people to capture the unique product codes that moved fast on billboards and upload them to their site in exchange for a sample. Additionally, they encouraged the participants to share their pictures on their social media profiles and ask their friends to join the contest.
The campaign resulted in 4 million people reached, 35.000 new customers, 1.3 million views, and 25.000 newsletter subscriptions.
Using a contest campaign doesn’t require a lot of thinking, creating, designing, and budget. It’s a simple, yet powerful way to promote your business and attract new customers. Do you know why? It’s because people love FREE STUFF. Most of them would complete certain tasks to get something for free. The FREEBIES are the secret ingredient of the success of contest campaigns.
You can notice that all these brands did something that made them unique. They used social media, billboards, other brands, influencers, as many brands do. But, the value of their campaigns made them unique and successful.
Each of the above-mentioned campaigns carries a message that is important to the target audience. It’s a way of emotionally connecting with the public.
When creating your campaigns, be bold, different, and add value. Show the importance of your products/services to your target audience. Don’t create campaigns solely for selling, but put emotion in them that will touch the audience. Those campaigns are the ones that get the biggest exposure, attention and stay in our heads for a very long time.
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