the greatest marketing campaigns of all time
TRANSCRIPT
THE GREATEST MARKETING CAMPAIGNS
OF ALL TIME
Most businesses engage in some form of
marketing, be it as simple and inexpensive as
distributing pens with the company logo on it,
or as costly as buying TV ad time during the
Super Bowl.
Good campaigns are effective – they increase
brand awareness, they resonate with the target
audience, they are memorable, and they
communicate how the product or service will
make buyers’ lives better.
A great campaign delivers all the
attributes of a good campaign, plus
some or all of these elements:• Profound insight
• Novel and thought-provoking delivery
• Increased brand value and esteem
• Increased loyalty and good will
• Expanded brand – not just item – purchasing
We’ve gathered some examples of
the greatest marketing
campaigns of all time – or at least the past
70 years – to demonstrate how a campaign achieves
the status of Greatness.
NEED HELP WITH YOUR MARKETING CAMPAIGN?
A Diamond is Forever
DeBeers’ “A Diamond is Forever” single-handedly established the diamond engagement ring industry.
This campaign turned diamonds into a psychological necessity, growing the diamond engagement ring market share from 10% to 80%. Because of this campaign, diamonds became equated with true love.
The Marlboro Man
Until the 1950s, cigarettes were considered feminine, and
marketed exclusively to women.
The Marlboro Man changed this with their campaign depicting
rugged men smoking Marlboros.
When the Marlboro Man went national in 1955, sales jumped
3,241% to $5 billion.
The “Most Interesting Man Alive” campaign made Dos Equis one of the fastest-growing beers in the U.S.
It became a pop culture sensation, helping the company become the first beer to reach 1 million Facebook “likes”.
Dos Equis’ sales have risen 200% since the 2007 launch.
The Man Your Man Could Smell Like
“The Man Your Man Could Smell Like” campaign increased sales
of Old Spice body wash by 107% within 30 days of its 2010
launch.
It refocused the spotlight on Old Spice, which had suffered a lack
of visibility for decades.
The “The Just Do It” campaign helped Nike increase its share of the sport-shoe market
from 18% to 43% in 10 years.
Its success is remarkable considering that an estimated 80% of sneakers are never used for
their intended activities.
Get a Mac (GAM)
After the 2006 launch of the “Get a Mac” campaign, Apple’s sales jumped
12%, and continued to dramatically increase throughout the entire four-
year campaign.
The campaign spawned countless parodies and memes used by
comedians, musicians, and even politicians.
Does She…or Doesn’t She?
When the “Does She…or Doesn’t She?” campaign launched in 1956, only 1 in 15 women used artificial
hair color.
By 1967, Clairol’s sales had risen from $25 million to $186 million,
and 50% of women used artificial hair color.
Absolut VodkaIn the 80s, Absolut launched a
campaign featuring its bottles in
hundreds of scenarios, many simply
stating “Absolut [and a word
depicting the scene]”.
Since then, Absolut’s sales have
grown from 2.5% to approximately
50% of the US’s imported vodka.
Real Beauty
In 2004, Dove launched its “Real Beauty” campaign, which aims to
celebrate women in all their natural physical variations.
Though polarizing, the campaign created unprecedented buzz and
over the last 10 years, the campaign helped boost Dove’s
sales from $2.5 billion to $4 billion.
We’re No. 2, We Try Harder
This Avis campaign used its underdog status to demonstrate
superior customer service.
Within a year, it went from losing $3.2 million to earning $1.2 million.
Within 3 years, it had shrunk its market-share gap with Hertz from
32% to 13%.
BusinessPlanTemplate.com helps entrepreneurs, business owners and
executives create plans to grow their organizations.
Learn more about our Business Plan Services at
http://www.businessplantemplate.com/