Innovative marketing campaigns

Goals

To identify the most groundbreaking or innovative marketing commercial campaigns in the past 10 years.

Early Findings

1. Pepsi's Super Bowl Commercial: "More Than Ok,"
  • Year: 2019
  • Ad Agency: Goodby Silverstein & Partners.
  • Overview: The 30-second spot, starred Steve Carell, Lil Jon, and Cardi B. Pepsi used the ad "to fight back and address the question, 'Is Pepsi OK?, which is an long been an oft-repeated line in soda-serving venues across the country."
  • One study found that there was a "correlation between liked Super Bowl commercials and a spike in the company's stock price the following day. In other words, stock prices might go up because people associate liking the commercial with liking the company."
  • "Pepsi’s Super Bowl ads "have become some of the most memorable and star-studded of the game."
  • The ad was kept "light-hearted and uncontroversial (which was intentional to avoid a repeat of what happened with the past Kendall Jenner commercial)". "Pepsi's appeal to its underdog status definitely has a deeper cultural context, namely that people find self-deprecating humor funny. It also made the brand more humanizing and the commercial appeared to resonate with America’s current cultural tone."
  • "Pepsi also created a small amount of limited-edition football-shaped National Football League-branded cans that were awarded to fans via social media promotions."
  • Impact: PepsiCo Inc. "stock had a 0.8% increase as of market close on the Monday after the ad aired".
2. Always "Like a Girl"
  • The Always "went viral after the commercial ran in the 2015 Super Bowl". It was also had a "groundbreaking message that hundreds of millions of people repeated long after the campaign was over."
  • Overview: "The campaign began as a commercial explaining the stigma behind playing sports "like a girl" - implying that the boy's way is better or correct. By the end of the ad, the message was both clear and inspiring: Girls are just as fit and capable as boys are. The message is now a holistic initiative by Always and a hashtag that's still used on social media today. "
  • This ad earned the" 2015 Emmy for outstanding commercial at the annual Creative Arts Emmy Awards ceremony."
3. Old Spice: The Man Your Man Could Smell Like
  • Year: 2010
  • Ad Agency: Wieden + Kennedy
  • Old Spice's "The Man Your Man Could Smell Like" campaign became a viral success.
  • The video has over 57 million views on YouTube.
  • Wieden + Kennedy capitalized on actor Isaiah Mustafa's "Old Spice Guy" nickname "with an interactive video campaign in which Mustafa responded to fans' comments on Facebook, Twitter, and other social media websites with short, personalized videos."
  • During that time, the company "created 186 personalized, scripted, and quite funny video responses featuring Mustafa responding to fans online. According to Inc, these videos saw almost 11 million views, and Old Spice gained about 29,000 Facebook fans and 58,000 new Twitter followers. "
  • The creative director at Wieden + Kennedy noted that they "created and sent miniature TV commercials back to individual consumers that were personalized and done on a rapid-fire basis, which was considered a break through since no one expected to ask a question and then be responded to."

Summary:

  • For this hour, we were able to identify three groundbreaking and innovative marketing campaigns that sell products or services.
  • In the course of our research, we also came across some trends for digital marketing campaigns. We also saw some insights on how Super Bowl advertising or marketing affects businesses, which might be of interest.
  • Feel free to select or add an option below.

Proposed next steps:

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