5 examples of brands that nailed creative marketing in their campaigns
Intro: Creative marketing
Creative marketing: Creative marketing is the key to standing out in today’s crowded market. In order to capture the attention of consumers, brands must go beyond traditional advertising tactics and think outside the box. This is where creative marketing comes into play – using innovative and unconventional strategies to promote a product or service.
In this blog post, we will explore 5 brands that have successfully utilized creative marketing in their campaigns, leaving a lasting impression on their target audience. Get ready to be inspired by these examples of out-of-the-box thinking!
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Dove – Real Beauty Sketches : Creative marketing
In 2013, Dove embarked on a creative marketing journey with their impactful Real Beauty Sketches campaign. This was not just a marketing campaign, it was a social experiment that touched hearts worldwide. A forensic artist played a significant role in this campaign, sketching women twice.
First, based on their own self-description and then again, based on a stranger’s description of them. The comparison of the two sketches provided a powerful visual representation of the stark disparity between self-perception and the way others perceive us. Women around the world felt a deep emotional connection with this campaign, while it subtly communicated Dove’s central theme of celebrating real beauty. This campaign highlighted the power of innovative and thought-provoking marketing that transcends product selling to ignite crucial conversations about self-esteem and body image.
Coca-Cola – Share a Coke
In 2011, Coca-Cola tapped into the power of personalization and launched an ingenious campaign known as ‘Share a Coke’. This campaign saw a dramatic departure from the norm, with Coca-Cola trading their globally recognized logo for common names, adorning their cans and bottles. The initiative sparked a frenzy, encouraging consumers to pick up a Coke with their name on it or one bearing the name of someone special.
The intention was clear – ‘Share a Coke’, not just a drink, but a sentimental connection, a moment. The campaign quickly caught fire, transforming the humble Coca-Cola can or bottle from a standard beverage into a personalized keepsake, a conversation starter, and even a special gift. ‘Share a Coke’ captured hearts worldwide and generated substantial chatter, illustrating the significant impact a creative, outside-the-box marketing campaign can have on the consumer perception and engagement with a brand.
Spotify – Wrapped
Every year, Spotify turns the spotlight on its users with its highly anticipated ‘Wrapped’ campaign. This creative marketing ploy does more than merely recount the tunes that kept users bopping their heads throughout the year. It presents a riveting musical memoir, showcasing each user’s favorite tracks, artists, and genres of the year. But the real magic lies in its ability to turn consumers into brand ambassadors.
The campaign triggers a wave of shares across social media platforms, with users posting screenshots of their unique musical narrative, inadvertently promoting Spotify and the personalized experience it provides. The ‘Wrapped’ campaign is a prime example of how tapping into the power of personalization and user-generated content can create a buzz around a brand and engage its users in a meaningful way.
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Nike – Colin Kaepernick Ad
Taking a plunge into the deep end of controversy, Nike made a gutsy marketing move in 2018 by spotlighting the polarizing figure of Colin Kaepernick in their iconic ‘Just Do It’ campaign. Despite knowing the possible reverberations, Nike unflinchingly held their ground, a demonstration of conviction that deeply resonated with a multitude of consumers, earning their respect for standing up for social justice issues. This was far from an ordinary campaign; it was a campaign that catalyzed dialogue on a global scale.
Notably, it enabled Nike to engage with a more diverse and younger demographic, a group that admired the brand’s audacious support for Kaepernick’s stand against racial inequality. This example underscores how taking calculated risks in creative marketing strategies can sometimes yield impactful results, fostering deeper connections with consumers and broadening brand reach. Nike’s Kaepernick ad demonstrated the power of brands using their platforms for more than just selling products, but for advancing societal conversations.
IKEA – The BookBook
With a playful twist in 2014, IKEA Singapore unveiled a creative marketing masterpiece: the ‘BookBook.’ This campaign was a delightful parody of Apple’s sleek product advertisements. Rather than promoting an ultra-modern gadget, IKEA brought attention to their new catalogue, humorously marketing it as the latest must-have tech innovation. The ‘BookBook’ was touted to have features that even the most advanced devices can’t compete with, such as ‘eternal battery life’ and ‘zero loading times.’
This tongue-in-cheek approach to marketing was a refreshing deviation from the norm, displaying IKEA’s ingenious humor and marketing prowess. The campaign quickly became a viral sensation, with consumers worldwide laughing along and sharing the quirky ad. The ‘BookBook’ catalogue moved beyond its primary function of listing products to becoming a talking point and a representation of IKEA’s brand personality.
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Conclusion: Creative marketing
The success of this campaign underlines the power of humor in creative marketing, enabling IKEA to break through the clutter, engage with their audience in an enjoyable manner, and enhance their brand image. It’s a fitting example of how innovative and out-of-the-box thinking can transform an otherwise mundane product – a catalogue – into an engaging marketing tool that strikes a chord with consumers.
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