A big reason why it can be so tricky to have such a groundbreaking digital marketing campaign is that there are just a million ways to do it right. With the role internet plays in our lives changing shape every now and then, there are always unique ways to capture the attention of an audience.
On this list, let’s look at the innovative ways brands from around the world worked hard to get their message across.
Twenty-twenty was a hard year but a lot of marketers worked harder.
Heinz #HeinzToHome
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Heinz, known for its red condiment, was quick to respond to stay-at-home orders with a campaign.
#HeinzToHome sought to deliver products directly from the warehouse to kitchens, removing suddenly difficult trips to the supermarket.
Who wouldn’t want that during a global pandemic?
What makes this campaign extra special is its boldness. It wasn’t just a message, it was a commitment to overhaul a business plan to give the customers what they need at a very difficult time.
And to be honest, receiving a pack of ketchup and baked beans from this beloved brand when you’re stuck at home is a brilliant idea.
Burger King promoting other restaurants – a digital campaign no one expected
Did that headline confuse you?
It takes a long time and hard work to build a household name like Burger King. In the pandemic, Burger King used its reach for something good: promoting other local restaurants, including rival fast-food chains.
We know, we never thought we’d be saying this either. pic.twitter.com/cVRMSLSDq6
— Burger King (@BurgerKingUK) November 2, 2020
As restos were especially hit and, quite frankly, shut down by frequent lockdowns and stay-at-home orders, the legendary fast-food giant put its accounts to good use.
Naturally, this odd idea made its rounds on social media. Using #whopperandfriends, small, independent restaurants shared the limelight on Burger King’s social media accounts in select territories.
With an established name, customer base, and a lot of loyalty, in the midst of a pandemic, it’s hard for the brand to lose. That’s why Burger King chose this. And by doing that, it didn’t just get viral online, it also earned a lot of respect from local communities with struggling mom-and-pop restos.
Coors Light – #CouldUseABeer
93-year-old Olive Veronesi of Seminole, PA, is staying home. But she has one request for her neighbors. @CoorsLight, you’re up! (???? by @KDKA) pic.twitter.com/6itfzwxfNF
— Darren Rovell (@darrenrovell) April 12, 2020
With 2020 filled to the brim with awful headlines, one digital campaign described it aptly: It #CouldUseABeer
Coors Light gave away half a million cans of beer to anyone who replied to their message on their social accounts. While it is generous, they knew they would get lucky with the user-generated content.
The mechanics were simple: just tag someone you think needs to pop a cold one and voila, Coors will find a way to get a 6-pack to them.
This campaign went a step further and invited quarantined drinkers to remember the best kind of beer: free and shared.
Starbucks #WhatsYourName
Brands are becoming easier to ignore online. That’s why brands who participate in civic issues and make a stand on touchy subjects often make the biggest waves.
Take Starbucks who recently launched a campaign to capture one of the biggest struggles within the trans community: the name.
It’s a strong message of where Starbucks sympathies lie and it’s a perfect illustration of what many take for granted. How it tied up nicely to the ordering process of giving the barista your name was also an amazing icing on the cake.
WeTransfer #PleaseLeave
There’s nothing really exciting about cloud storage. And despite most of our work as marketers depending on it (especially in 2020), we don’t really think of it that much.
WeTransfer would argue, albeit gently, that cloud storage lets you leave and live. In #PleaseLeave, they highlighted how cloud computer services streamlined our lives and data so we can return to what inspires many of us: the real, offline world.
It’s a pleasant watch narrated by a soothing but sound Roxanne Gay.
#PleaseLeave reminds users of how easy it is to sleep at night knowing our files are safe and secure, or the right people have access to them without us having to do anything more.
Gucci’s Overal Digital Marketing Campaign
Gucci’s meteoric rise from out-of-touch luxury to some of the most desired objects for millennials is nothing short of fantastic. A quick look on its Instagram shows the brand knows its audience and understands what it wants, a must for digital marketing campaign.
Aside from striking often goofy imagery, Gucci collaborated with influencers to speak in the language of the internet: memes.
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It’s a feat to joke about $1,000+ bags yet still get a sale. By perfecting the tonality, the humour, and the online behaviour of its new customer base, Gucci definitely slay-ed another year online. Here’s another can’t-miss from the Italian brand: Gucci items on Pokemon GO!
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If there’s one thing these campaigns show you is that there is really no formula to marketing campaign success in the digital era except to be daring.
As people are exposed to more and more advertising content daily, innovation in digital campaigns is a big chunk of the formula for success.
Ready to think over your next big campaign? Collaborate with our team! We’re a capable digital marketing agency, ready to handle your entire online identity from design to strategy. Contact us today!
