When creating a successful marketing campaign, learning from others in the field can be very important. Marketers have a long history of researching successful campaigns in order to gain a deeper understanding of the elements that proved successful in connecting the targeted audience to the product being advertised. Imagery and phrases are powerful; There are countless examples of businesses being catapulted to industry leaders because of clever marketing campaigns. We’ve gathered some of the most iconic campaigns that used creativity to be effective. Are you ready to learn from the best of the best?
Nike: Just Do It
Today, the words “just do it” have become synonymous with Nike’s brand, but before this advertising campaign ran, Nike’s sales were declining. The catchy slogan reflected the iconic logo design so effectively that those three words began to represent an entire lifestyle.
This concept that anyone can achieve their goals pushed Nike’s 18% share of the North American shoe market to a breathtaking 43%, earning them billions in profit. It’s no wonder the campaign is still running 30 years later.
Nike’s “Just do it” campaign shows how important it is to create a brand identity. The foundation of this identity begins with getting a striking logo design for effective marketing and slogan that appeals to ideas shared by a community. If you can attract people with your logo and slogan, your business is already moving towards success.
Dove: The Real Beauty
When Dove discovered that only 4% of women in the world believe that they’re beautiful, it created a campaign that became a viral sensation. This campaign included women of all ages, sizes, colors, and shapes and told the world that every woman was beautiful. Because it connected to women’s sincere desire to feel pretty, Dove sales started booming.
Dove’s campaign was successful because it targeted a topic that was personal to its target market in a profoundly unique way. The advertisement shows how it’s important to connect with your audience on a personal level and speak to what they desire. Use creativity to make your target market feel worthy.
Old Spice: The Man Your Man could Smell Like
Whether you love or hate them, you’ll probably never forget the first Old Spice “The Man Your Man Could Smell Like” advert that you saw. These ads embraced humor and creativity, and they’re still memorable today.
This Old Spice campaign taught us two lessons:
- The first one is that being creative and humorous is an effective way to garner attention.
- Another lesson is that it’s essential to engage with your customer base, especially via social media. Social Media aids in creating a more personal relationship between you and your target audience.
Absolut Vodka: The Bottle Campaign
When you look at an Absolut Vodka bottle, you probably don’t think that it’s anything special. Then why did it become the most recognizable bottle in the world? The company used creative design imagery to aid in brand recognition.
It began by portraying the bottle in a variety of ways. About 1500 of these unique ads were launched, which got so much attention that Absolut now supplies half of the Vodka imports in America alone.
Even if your product is simple, with creative package design, you can turn it into something that is memorable. All you need to do is be as imaginative as possible. It’s also essential to maintain this creativity and be persistent. Even after 1500 ads, Absolut’s campaign is still one of the most unique ones in the world.
California Milk Processor Board: Got Milk?
California’s “Got Milk” campaign is perhaps the most recognizable ad campaign in the world. It began because California wanted to increase its dairy farmers’ sales. Within one year, milk sales increased where previously they were dropping by 3%.
This campaign didn’t target a new demographic but focused on its existing one. Using simple imagery and a clear message, it’s still iconic today.
Sometimes keeping your campaign simple is effective as long as your message is clear. By appealing to your existing customers, you can also increase your sales by reminding them how important your business is.
What these campaigns make clear is that design is a fundamental aspect of marketing. With an effective design plan, you can communicate your message to your ideal target market, which will draw them to your business. Success is about your customers. Finding the most creative way to communicate with them will develop a long-lasting relationship.
Bill Watson is a digital strategist whose passion is to promote startups and small businesses via online media. He loves creative tattoo designs, dogs, and lots of coffee. Connect with him here.