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The ALS Ice Bucket Challenge:
The ALS Association initiated the ALS Ice Bucket Challenge with a kind motive to raise the fund for the research and spread awareness for the Lou Gehrig’s disease – a neuromuscular disorder. The challenge encouraged participants to be filmed having a bucket of ice water poured on their heads and then nominating others to do the same.
In the US, many people participate for the ALS Association. The Campaign was a huge success leading to more than 2.4 million tagged videos circulating Facebook and YouTube. The challenge instigated large numbers of people, videos, and donations.
“What started out as a small gesture to put a smile on Anthony’s face and bring some awareness to this terrible disease has turned into a national phenomenon and it is something we never could have dreamed of,” Chris Kennedy, the commencer of the campaign said.
Check out more: http://en.wikipedia.org/wiki/Ice_Bucket_Challenge -
All things Hair – Unilever :
It was the Unilever’s first multiple product promotion through a single campaign which really hit the nail on the head. Unilever used Google data to determine what people were searching for in the way of hairstyles and cleverly paid successful beauty vloggers to create those desired hair tutorials using products such as Toni & Guy, Vo5, and Dove.
Unilever launched a YouTube channel filled with hair-styling tutorials from video bloggers, where the company has promoted multiple brands in a single campaign, for the first time ever.
With this campaign, Unilever taught catching onto the video tutorial consumption increase and moreover, the use and practice of BIG data. All Things Hair is a real testimony to what big data can be used for.
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The Scarecrow – Chipotle :
The three-minute animated video, “The Scarecrow,” by Chipotle, successfully generated over 5.5 million views on YouTube. Chipotle did an excellent job by bringing users across multiple platforms by pairing the video with a mobile game. By giving away a free game that mirrored the messages of the advertisement, Chipotle was able to teach users about their brand and stay top of mind through entertainment and cross-channel promotions.
The video was created as a trailer for a free iOS game that enables players to earn buy-one, get-one-free deals on certain Chipotle menu items. The video depicts its story in which a scarecrow is forced to work in the factory of fictional industrial giant “Crow Foods,” but ultimately rebels to produce and market his own farm-grown food.
This petite video with its emotional power and feature-movie-quality production values was successful in drawing praise from the marketing community leaving a message – “Cultivate a better world. -
The Real Beauty – Dove:
“Be what you are and love yourself.” The Dove Campaign Real Beauty came to be known as a “game changer” and “a breath of fresh air”, to “hypocritical”, “sexist”, and “sneaky”. The campaign used ads that featured real women rather than sprayed models or celebrity spokespersons. The campaign was initiated in response to the outcomes of a major global study, The Real Truth about Beauty, which revealed that only 2% of women around the world would describe themselves as beautiful. The campaign turned out to be a great hit with over 6,893,716 views on YouTube.
The main message of the Dove campaign was that women’s unique differences should be celebrated, and that physical appearance should be transformed from a source of anxiety to a source of confidence.
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Dear Kitten: Purina
One of the top entertaining campaigns of 2014 came from Purina in their “Dear Kitten” ads in which they developed a video where a wise, expert cat shows a new kitten the ins and outs of their domesticated home jungle. The video went so viral that it resulted in over 18 million views since its launch in June 2014.
It was a wonderful campaign that highlighted their products as well as made people laugh. It left marketers with a lesson that developing entertaining content increases the likelihood of users sharing and talking about your brand, and subsequently leading your brand to more recognition through shareable content.
“Emotion is one factor that drives sharing.” With this in mind, the Digital marketing world in 2014 had created several campaigns that not only helped them to get their brand noticed and yield countless profit, but inspired the people all around the world.
“Make me laugh and make me think, make me inspire or teach me new things, and I will remember you when the time comes to buy”. Digital Marketing is no longer mere a medium of promoting brands or making money, but also has the capabilities to grab the attention of people and to touch them emotionally.
Here are the top 5 digital marketing campaigns of 2014 that demonstrates how even a campaign can change one’s life, besides helping to increase business exposure and engagement.