There are many innovative marketing campaigns out there that have helped companies to reach their business goals. According to Walker Sands Communications in its article Innovative Marketing Campaigns, it says,
An innovative marketing strategy can set your company apart from the competition, drive sales and increase profitability.
Therefore, it is essential to seek new ways to develop marketing campaigns that are innovative and attractive to appeal to the target audience.
Three fantastic campaigns display the most significant level of innovation because they connect emotionally with their audience and create interaction and rebranding. Also, according to the Digital Marketing Institute in its article 3 of the Most Creative Marketing Campaigns of 2018 (so far), it says,
Great ad campaigns evoke strong emotions, staying in our minds for days, weeks, or even months, influencing consumers to make purchasing decisions.
Then, it is crucial to create innovative campaigns because they will make a brand stand out from the competition.
Intuit: A Giant Story is the first campaign that displays the most exceptional level of innovation.
The agency Phenomenon created the campaign, and the client is Intuit. This campaign is centered around all the products that Intuit offers, such as TurboTax, QuickBooks, Mint, and Turbo. The campaign is a four-minute animated film that introduces Pari. She is an engineer and sees her friend Pete struggling with the taxes for his small flower shop; he is the owner and does not have time to take care of his client and date Pari. Then Pari returns to her shop and creates a giant robot, Intuit, which helps Pete handle all the taxes and accounts. Pete now has time to beautify his shop, take care of his clients, increase his revenue, and even date Pari.
This campaign is outstanding because, during the short film, there is not even a moment that the campaign tries to sell the software. It is the way a brand's story is told. Jane Hope's article "What's a Brand Story, and Why Does My Company Need One?" defines a brand story as
a cohesive narrative that encompasses the facts and feelings that your brand creates. Unlike traditional advertising, which is about showing your brand, a story must inspire an emotional reaction.
It is the perfect campaign that seeks to create an emotional connection with its target audience: "entrepreneurs" that struggle with their finances. The campaign is beautiful, appealing, and cohesive.
LinkedIn: In It Together is the second campaign that displays the most exceptional level of innovation.
This campaign is focused on the idea of breaking LinkedIn from the stereotype and
White collar businesspeople stereotype of the professional network's typical user.
Therefore, this campaign aims to rebrand LinkedIn and attract users from different backgrounds. The campaign is a series of videos that feature other people from distinctive backgrounds. Each person explains their passion, hobbies, and careers; then, at the end of each video, the following phrase is displayed:
Whatever you're IN it for, we're IN it together.
The campaign was launched during the Golden Globes. It is an integrated marketing campaign that includes "digital display, paid social media, online video, outdoor/out-of-home (including on LinkedIn's offices across the U.S.), radio, podcasts, search engine marketing, and other partnerships." LinkedIn Creative Studio and BMB created the campaign; also, the employees of the professional network participated in the campaign. Also, this campaign was excellent because it was running for 12 weeks and was tested in four markets: Atlanta, Philadelphia, Los Angeles, and San Francisco. It was an outstanding innovative campaign because LinkedIn wants to appeal to a new target audience, and it will measure its success by testing the campaign in different markets. Lastly, this campaign is the perfect example of a Social Media company that wants to break free from stereotypes and appeal to new target audiences.
The third campaign that displays the most exceptional level of innovation is Amazon: "#AmazonFindsAWay."
This campaign is outstanding, and it promotes Amazon and Jurassic World. The campaign has
a triple-branded stunt promoting Jurassic World: Fallen Kingdom, Amazon, and the Jeep Wrangler.
The campaign is a giant box that is being driven in Los Angeles. Spectators are encouraged to engage with the box in two ways: "Scan the code on the box" or ask Alexa: "Alexa, ask Jurassic World what's inside the box?"
The campaign is centered on the idea of the excitement that shoppers feel when they receive a box from Amazon. Shoppers will be redirected to a video landing page that shows a man scanning the inventory, and when he approaches the box, he hears a dinosaur roaring; the man is frightened and leaves running. Also, shoppers are redirected to get Jurassic World merchandise at discounted prices. Jeremi Gorman, head of U.S. advertising sales for Amazon, says:
We wanted to capture the excitement our customers say they feel when an Amazon box is delivered, but make it bigger – so we decided to do just that: literally make it bigger … way bigger.
Red Rock Entertainment, Universal, Amazon, and Jeep created the campaign. This campaign is the perfect example of how three brands together can bring excitement, innovation, and uniqueness to a campaign.
Several aspects from the previous campaigns can apply to the launch of any marketing campaign. First, create a story that promotes a product and creates an emotional connection with its target audience. Secondly, to rebrand a company by creating a campaign to break stereotypes and let the target audience and the new target audience know that there is more of what people usually expect. Lastly, a marketing campaign can be strong and unify when bringing together multiple brands. Multiple brands can create a cohesive and unique marketing campaign that innovatively connects all the brands.
Get fun, connect with your target audience, and live as fully and pleasantly as possible.
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