Advertisements have two most iconic aspects that make them work – Appeal and Persuasion. Some advertisements are so appealing that they create the fear of missing out in customers. Appealing ads drive customers to purchase, while persuasive ads let customers understand their pain points.
Without the right marketing and advertising, your business will face friction in growth and visibility. To reach a wide audience, you need to leverage marketing and advertising to make more customers aware of your brand, its products and services. Let’s see the examples of marketing campaigns/ads in this article that drove 7-figure results –
Some Successful Marketing Campaigns That Worked
Brands focus on creating marketing campaigns that resonate with customers. Some ads are so bizarre that they gain traction due to their weirdness. Effective marketing is the art of storytelling. It’s the tactic of how well you can hook customers to your products.
Let’s dive into understanding how some ads creatively stand out while some have the art of persuasion. Either way, they get what they want – traction from customers.
Pedigree
Pedigree ran a campaign that goes by “Tail Orchestra”. It is often seen that pet owners analyse the mood of their pets using their wagging tails. It simply means that if the pets are wagging their tails faster, they are happy.
The brand thought of putting the pets at the centre of the stage and tempting them by showing tasty treats and objects. Their idea was to see how Pedigree’s treat gets that dog’s tail wagging while a live orchestra is played behind. It shows how much the pets love the food from Pedigree.
Astonishingly, Pedigree put the campaign to the test and kept the dog centre stage. Pedigree got the dog’s tail wagging with a range of objects and treats while the live orchestra played in the background. Pedigree advocated their brand by demonstrating a tail orchestra. It was universally adorable to see dogs expressing their joy and excitement at the centre of the stage. Pedigree also released a music album on Spotify, which consists of 10 tracks.
Heinz
Heinz is at the top of ketchup companies, which maintains this status by engaging in different quirky and cool advertising campaigns. The focus of Heinz is on getting their customers to trust its products through its marketing campaigns. They do this by using the slogan – Grown, Not Made.
Initially, Heinz faced significant backlash from customers because of using high amounts of sugary content in their products, which goes against their promise of not using preservatives. To mitigate this perception, the company designed several marketing campaigns in many versions, portraying a similar message that conveys their focus on natural ingredients.
Heinz’s marketing campaign focuses on the colour red. Red colour signifies Heinz’s product, i.e., Ketchup. It shows a stack of sliced tomatoes stacked over one another with the message “No one grows Ketchup like Heinz”. The marketing campaign effectively draws customers’ attention and appeals to customers who value freshness in packaged food. It delivers the message that Heinz makes their tomato ketchup using real ingredients and no preservatives.
Coca Cola
Do you remember the “Share a Coke” ad campaign run by Coca-Cola?
This campaign by Coca-Cola was a success that incorporated an experiential marketing strategy into its foundation and focused on the importance of customer experience. Coca-Cola strived to personalise the shopping experience for customers and generated hype through its campaign. The level of personalisation in this campaign allowed customers to share a Coke with their loved ones. As a part of this campaign, Coca-Cola asked its customers to share the Coke using personalised titles like Brother, Sister, Father, Daughter, etc.
As a result of this campaign, Coca-Cola gained 55 million new followers on Facebook. Millions of users shared the hashtag “Share a Coke” within the first year of the campaign’s release. This level of personalisation, even without AI, was new in India. The campaign was launched in 2011 and brought to India in 2013.
Coca-Cola’s campaign could successfully garner the emotions of millions of customers. Customers were not making a mindless purchase; they had a purpose that led to millions of Coke bottles sold in India. Customers shared meaningful moments by personalising the Coke bottle with their name.
Nike
Nike’s “Just Do It” marketing campaign is one of the most renowned and successful campaigns of all time. Nike’s message of “Just Do It” has been the face of multiple inspiring stories shared over the internet in the past few years. Nike’s campaign evokes an emotional feeling in people’s minds. It encourages them not to hold back and just take action.
Nike’s slogan, ‘Just do it’, inspires millions of people to be the best version of themselves and do whatever they want without being hesitant. Nike is an athletic brand which is widely popular among Gen Z, millennials and even the older population due to its one of our kind sneaker line. In spite of being a premium brand, Nike’s marketing efforts are paramount in making the brand even bigger globally.
The campaign captures the audience’s attention emotionally and intellectually. Emotionally, it drives customers to share an image or story of themselves that portrays their achievements that they never thought possible. Intellectually, Nike’s campaign is proof that simple actions can lead to a rewarding life.
Key Takeaways: What Should Brands Do?
- Truly successful advertisements require a systematic approach.
- Brands need to understand their target market and their mindsets to identify the winning tactics that make the advertisement successful.
- Brands should focus on researching their targeted primary demographics.
- In addition, brands should learn about the pain points and desires of their target customers.
- Simple messaging can be effective if delivered with a strong and positive connotation.
- Brands can offer benefits and features of their products in their campaigns that will solve customers’ problems. This is possible only by first understanding the pain points and triggers of your target audience.
To Sum Up
Creative advertising generates a sense of community among the customers. Hence, it is important to focus on the feeling behind the product and the message before adding it to your marketing and advertising banners. For instance, Nike’s ‘Just do it’ campaign is one of the famous campaigns in the world, which has been running for more than 30 years. Nike’s campaign is a standing proof that simplicity in messages can be effective when delivered consistently across all platforms. Many performance marketing companies like VerveOnlineMarketing provide branding and marketing services to businesses to brands to enhance their audience reach and drive conversions.
If your brand requires an upskill, contact our marketers to understand what your customers truly want. You can elevate your marketing campaigns by employing our services of performance marketing, social media optimisation, search engine optimisation, and paid promotions.
