Every industry has an end-of-year highlight reel, and the marketing world is no exception. There have been many noteworthy campaigns in 2015, and as the year comes to a close we can’t help but reflect on the creme de la creme.
Without further ado, here are our top five favorite marketing campaigns of 2015.
1. Adobe tweets about #TheDress:
Real-time marketing can be a tricky path to navigate, but Adobe steered with expertise when #TheDress debacle hit the Internet. If you haven’t heard of #TheDress, here’s the low-down: a picture of a dress was circulated online that played a trick on the eyes. Some people say it is was white and gold, others distinctly saw black and blue. The Internet community was divided. Adobe used its insider knowledge to get to the bottom of the illusion. In a matter of 24 hours the tweet by Adobe had 17,300 retweets and about 9,800 favorites, according to Entrepreneur Magazine. Adobe did an exceptional job at combining insider knowledge and popular culture to secure high engagement rates and optimal brand visibility.
2. World Wildlife Fund’s The Last Selfie:
WWF took to Snapchat for its last selfie campaign which won a 2015 Webby Award. The non-profit took advantage of Snapchat’s disappearing selfies to convey the message of endangered species. Tagged with the phrase “Don’t let this be my #LastSelfie,” users were informed that this may be their last glimpse of the animal and were encouraged to take a screenshot. The engagement rates on this campaign were huge. According to AdWeek, after just eight hours there were 5,000 tweets viewed on 6 million timelines. After a week the tweets hit 40,000 with a reach of 120 million users. The campaign also spurred animal adoptions through the WWF website and helped the non-profit achieve its donation target for the month in only three days. The campaign was primarily targeted at millennials, reported Forbes, which made the social media platform the perfect channel. Communications Officer for WWF Tuba Ugur noted that Snapchat’s features combined with the message’s urgency “were the perfect match to disseminate our message for species.”
3. TOMS #withoutshoes:
TOMS Shoes is practically synonymous with philanthropy. The company took the ecommerce world by storm in 2006 with its pledge to donate one pair of shoes to a needy child for every pair purchased, reported CIO. In 2015 TOMS took these charitable efforts to Instagram. Using the hastag #withoutshoes, users were encouraged to upload pics of themselves barefoot. TOMS donated a pair of shoes for every Instagram post.
Asking users to participate in this campaign was a great way to engage TOMS’ target audience. The simplicity of the campaign combined with a reinforcement of the company’s charitable commitments made this marketing plan a huge hit, explained CIO. The company ended up donating over 296,000 pairs of shoes and solidified TOMS’ position as a philanthropic brand.
4. Activision’s Intergalactic Street View:
The future is here and Activision’s Intergalactic Street View provided further proof. The video game publishing company set out to create hype around the release of it’s newest game Destiny. The company knew it wanted to appeal to a larger audience, extending its reach beyond dedicated gamers. So, Activision paired up with sci-fi director Joseph Kosinski to create live-action short film about the game to function as a trailer, explained AdWeek. From there, the company enlisted the help of Google Street View to create a platform for user to explore the game’s fictional planets. The creators even went as far as to stimulate the planet’s takeover of Times Square. These digital platforms allowed for high customer interaction in an independent setting, and the results were huge. Destiny scored $500 million in sales on the first day, setting an all-time record, reported the source. Mission accomplished.
5. Taco Bell’s Snapchat:
Snapchat strikes again, and this time humor was the name of the game. In 2016 the fast food giant took to the social media platform to launch new menu items and contests for its customer base, reported CIO. The company uses Snapchat for more than company announcements. Users can head over to the Taco Bell feed to take quizzes like “What Taco Bell Menu Item Are you?” or watch short-form videos relating to the brand. “Millennials love Taco Bell, so it would only make sense to appeal to this specific demographic on a platform they’re using the most,” said Social Media Manager of Main Path Marketing Elizabeth Ninivaggi. The company has an impressive 200,000 followers on Snapchat which allows for high levels of customer engagement in an interactive and playful manner. Taco Bell’s Snapchat campaign is the perfect example of knowing your audience and creating on-target content.