As the year draws to a close, The Ideal Marketing Company have looked back on some of our favourite marketing campaigns over the past year. The campaigns cover everything from emojis to those that have helped to save lives.
Volvo
Car manufacturer Volvo this year boldly publicised an ambition that by 2020 they want nobody to be killed or seriously injured by a road traffic incident.
To support the feat the brand looked into ways they could make their cars safer and how to avoid accidents all together. Volvo identified cyclists as those most at risk to accidents and aimed to make travel safer for them.
The above resulted in the launch of ‘LifePaint’- a unique reflective spray that is invisible in daylight but shines brightly in the glare of car headlights. LifePaint launched on a total budget of £65,000 and attracted global media attention, over 6 million YouTube views and worldwide demand for the product.
As a result of the successful trial, the product is now available in any Volvo dealership for retail at the cost price of £10. With aims of reaching their road safety ambition, Volvo make no profit on the sale of the product.
Coca-Cola
2015 marked the year where Coca-Cola radically changed the way they market their products, introducing a ‘one brand strategy’. All four product variants; Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life now all fit under the master brand.
The move was part of the company’s efforts to develop sales in the Great Britain as well as boost sales of its lower and no calorie variants. The new strategy was used across TV advertising, as well as in the brands sponsorship of the Rugby World Cup.
Initial figures suggest the strategy has paid off. IRI data show that total Coca-Cola value sales were up 1.46% in the UK from the previous year.
Domino’s Pizza
The Oxford English Dictionary this year announced the first ever emoji as its word of the year; officially named ‘Face with Tears of Joy’. And it’s no surprise, emoticons have become as way in which the public communicates in day-to-day life.
The rise of the emoticon hasn’t gone unnoticed by marketers, and their importance has been showcased in a number of campaigns this year- none more impressive than Domino’s ‘tweet a pizza’ marketing campaign.
Instead of asking customers to share their orders on social, Domino’s turned their social platforms into an ordering facility. By enabling existing customers to tweet Domino’s Twitter handle with the pizza emoji to receive a delivery of their favourite pizza it sped up the ordering process.
Not only did this viral campaign improve the customer experience, it also worked as free advertising for the brand.
Kit Kat
The chocolate snacking industies sales between 2010 and 2015 fell 10.3%, and is predicted to decline further over the next five years.
To counter the declining market, Kit Kat this year doubled their marketing spend to £10 million. Included in this spend was the ‘celebrate the breaks’ marketing campaign.
The campaign involved their most drastic wrapper redesign since the brand came to the market in 1935, changing the logo to incorporate different ways consumers spend their breaks- including the limited edition ‘YouTube my break’ branding.
Kit Kat went on to release various topical adverts, stating that persons should take a break from events such as the James Bond movie, Black Friday and Christmas.
Kit Kat’s efforts haven’t gone unrewarded, sales figures have contradicted that of a declining market with figures increasing 3.9% on the previous year.
WWF
Our second emoji-based marketing campaign is from The World Wildlife Fund. The campaign was sparked following the discovery that 17 of the animals featured is the emoticon library represent endangered species.
To begin users have to retweet the WWF’s announcement tweet. Following this, all subsequent tweets featuring a relevant emoji are billed as a £0.10 donation. Using technology developed by Twitter, WWF then count the number of times a person has tweeted an emoji on a monthly basis, billing them at the end of the month.
Working alongside the ‘last selfie’ Snapchat campaign. WWF has seen an influx of social shares and an increase in donations.
The Ideal Marketing Company can help your company to develop the right marketing campaign. For marketing advice specific to your business, get in touch and speak with a marketing specialist on 01858 374 170 or email info@idealmarketingcompany.com
