Innovative and Engaging Marketing Campaigns


To identify the 10 most innovative and engaging campaigns that sell products over the last 10 years.

Early Findings

Our research on innovative and engaging marketing campaigns over the past decade revealed insights. Here are key pieces of information we found:

Innovative and Engaging Marketing Campaigns: 2010-2020

  • According to AdAge, considered "the leading global source of news, intelligence and conversation for the marketing and media community" by the American Advertising Federation, the following advertising and marketing campaigns were listed as being top innovative and engaging campaigns because "They all have a strong voice, a POV, and a client that was willing to go outside of the tried and true. These all broke through because they broke out of the norm."
  • Chipotle's "Back to the Start" marketing campaign in 2012 included a TV spot that aired during the Grammys for more than 2 minutes that encouraged viewers to download a song with proceeds going to the Chipotle Cultivate Foundation and promoted an innovative loyalty program that did not reward customers who frequented the restaurant but instead rewarded those who had knowledge of food industry issues. Prior to airing during the Grammys, the video aired in some 5,700 movie theaters and was also put on YouTube to a very favorable response of engaged viewers who applauded in the theaters and quickly brought it to viral status on YouTube.
  • In 2010, American Express coined the phrase, "Small Business Saturday". Their innovative and engaging marketing campaign included social-media toolkits, packets of logos, posters, buttons and digital assets distributed nationally, with partners like Twitter and Federal Express adding free services, purchasing Facebook inventory to give to small businesses, and the creation of Neighborhood Champions in small towns who want to help their own Main Street stores. 'Small Business Saturday' has become "a national phenomenon and a cultural movement that has changed the way consumers view and support small businesses."
  • Nike partnered with R/GA agency to present an innovative and engaging marketing campaign for FuelBand in 2012 that would continue to transform Nike from being just a sneaker-seller to a formidable company in consumer technology. By marketing products, the agency also helped create a business line and a new revenue stream for itself. TV was not at the heart of this agency's approach, and they instead built the Nike brand with full-scale productions, such as a summer event that converted a London warehouse into a dance competition that included 4,000 Fuelband-donning attendees.

Research proposal:

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