Analyzing successful digital marketing campaign examples can shed light on what works, what doesn’t, and what audiences respond to. Unique ads, innovative uses of video and social media, and carefully crafted messaging from brands outside of your industry can inspire your marketing efforts.
While we believe that always-on marketing gives you a much better chance of marketing success, there are some examples of marketing campaigns that rise above the rest.
Below, you’ll find five marketing campaign examples that have inspired their audiences to take action. We’ll discuss what they are doing differently to increase their conversion rate and ultimately win more business.
“In a world where the competition regularly claims to be #1, it’s difficult to differentiate and build your own identity. Difficult, but not impossible.” — Forbes
1. American Apparel: To-The-Point Messaging
American Apparel has had some ups and downs, but recently new owners have worked to shed the brand’s controversial reputation and attract the next generation of customers. To do this, they’ve kept their marketing simple with fast, effective, to-the-point-messaging. It’s a simple tactic, but one that mirrors the company’s classic — even basic — clothing and aesthetic.
Take their welcome email as an example. When you subscribe to American Apparel’s newsletter, you receive an email with a welcome coupon code. The code isn’t buried beneath paragraphs of text — it’s big and unmissable. It grabs the reader’s attention fast.
Takeaway for marketers: Including your call-to-action at the end of your email, blog post, or social media update isn’t always the most effective way to increase conversions. Sometimes, cutting the story and getting straight to the point results in a better outcome.
2. Domino’s: Rewarding Customers
Loyalty programs are nothing new. But, when paired with innovative technology, a game-like rewards system, and pizza, and you’ve got a marketing campaign that’ll surely go viral.
Pizza giant Domino’s introduced a limited-time loyalty program called “Points for Pies.” Accessible via their mobile app, customers were able to earn redeemable points for every pizza they scanned.
Takeaway for marketers: Encourage your audience to participate in gamified rewards programs. Even better, allow them to do so via their preferred channel, whether it’s a mobile app, social media, or email.
3. Sephora: Take on Big Issues
Brands are often unwilling to take on big issues or participate in conversations that could potentially alienate certain customer segments. But sometimes sticking up for what you believe in and making your company’s values known can result in a greater sense of community. Customers are loyal to brands that align with their beliefs.
To celebrate Pride Month, beauty store Sephora launched a marketing campaign with a message: “Identify As We.” The video follows several influencers from the LGBTQIA+ community as they put on their makeup, dance, visit the beach, kiss, and so on. Example:
Takeaway for marketers: Don’t be afraid to make your values known, to tackle the big issues. Even if you risk isolating some customers, the sense of belonging and the brand loyalty that comes with it may be worthwhile.
4. Kellogg’s: Data-backed Branding
Kellogg’s might be one of the most iconic cereal brands in the world. In 2019, the company rebranded its entire cereal range for the European market, marking the biggest change-up in design in 113 years.
The new-look cereal boxes are simpler, more consistent, and easier to recognize on the shelf. These weren’t just assumptions made by the design team, but key takeaways from extensive research. Kellogg’s found that 70 percent of customers could more easily locate the new packages, with simpler graphics focused on natural grain increasing purchase intent by 50 percent.
Takeaway for marketers: All modern-day businesses generate and store significant amounts of data — it’s critical that you put data to use when designing marketing campaigns. Don’t be afraid to reach out to your customers, ask for feedback, and use your findings to inform design and messaging decisions.
5. Spotify: Use Humor
Being funny is easier said than done, but when a brand nails it, the results are excellent. Music streaming app Spotify launched its global ad campaign “Everywhere” using the “Me, Also Me” meme format to showcase the variety of music available on the platform.
Spotify also launched several short, humorous video clips under the same campaign with the caption “Music for every mood. Listen now on Spotify.”
Takeaway for marketers: If it aligns with your audience and product, be playful. Showing a sense of humor humanizes a brand.
Do Things Differently
Consumers come face-to-face with hundreds of advertisements across multiple channels every single day. It’s your job to cut through the noise. Making your brand stand out isn’t an easy task, but with the right strategy, you can win your audience’s attention and, ultimately, their business.