1. Nike: “Dream Crazy” Campaign
Objective:
To inspire audiences with a message of perseverance and belief in oneself, while addressing social issues through the voice of athletes.
Campaign Strategy:
Nike’s “Dream Crazy” campaign, launched in 2018, starred former NFL player Colin Kaepernick, known for his protest against racial injustice. The campaign aimed to reinforce Nike’s brand identity as one that stands for equality and encourages athletes to break boundaries, regardless of societal pushback.
Key Digital Channels Used:
- Social media platforms (Twitter, Instagram, YouTube)
- Digital ads on streaming platforms
- Influencer marketing
Results:
- Nike saw a 31% increase in online sales within days of launching the campaign.
- The viral nature of the campaign garnered over 5 billion media impressions globally.
- “Dream Crazy” won multiple awards, including an Emmy for outstanding commercial.
Why It Worked: Nike’s willingness to take a stand on a controversial issue resonated with younger, socially-conscious audiences. The campaign also generated massive organic conversations on social media, further amplifying its reach.
2. Airbnb: “We Accept” Campaign
Objective:
To reinforce Airbnb’s core values of inclusivity and belonging while addressing political and social issues surrounding immigration and discrimination.
Campaign Strategy:
Airbnb launched the “We Accept” campaign during the Super Bowl in 2017, amidst heated discussions about immigration policies in the U.S. The ad featured a simple message: "We believe no matter who you are, where you're from, who you love, or who you worship, we all belong." This was paired with inclusive imagery and was a response to growing xenophobia.
Key Digital Channels Used:
- YouTube for video advertising
- Social media to spread the campaign hashtag #WeAccept
- Email marketing
Results:
- The ad went viral, earning over 5 million views in less than 24 hours.
- Airbnb experienced a 30% increase in social media engagement and millions of dollars in earned media coverage.
- It helped strengthen Airbnb’s brand identity as a company that promotes diversity and inclusion.
Why It Worked: Airbnb tapped into a global conversation and used its platform to take a clear social stance. The timing of the campaign, during a period of political tension, and the emotional resonance of the message led to widespread support and brand loyalty.
3. Spotify: “Wrapped” Campaign
Objective:
To boost user engagement by personalizing Spotify’s year-in-review content, encouraging users to share their listening habits on social media.
Campaign Strategy:
Spotify Wrapped allows users to see a personalized breakdown of their listening history over the past year, including top songs, artists, and genres. The campaign encourages users to share their results on social media, turning users into brand ambassadors. Spotify also uses data from the Wrapped campaign to create engaging out-of-home (OOH) advertisements based on collective user habits.
Key Digital Channels Used:
- In-app notifications and personalized emails
- Social media integration for easy sharing
- OOH ads (billboards, transit ads) using humorous data insights
Results:
- Over 60 million users accessed their Wrapped data in 2020 alone.
- Spotify Wrapped posts consistently dominate social media feeds, with millions of shares and organic engagement each year.
- The campaign increased monthly active users and solidified Spotify as a brand that values personalization.
Why It Worked: Spotify Wrapped taps into users’ love for personalization and sharing their unique experiences. The campaign’s interactive and user-centric approach fosters high levels of engagement and brand visibility on social media platforms.
4. Old Spice: “The Man Your Man Could Smell Like” Campaign
Objective:
To reposition Old Spice as a brand for younger men and increase sales among the millennial demographic.
Campaign Strategy:
Old Spice’s now-famous “The Man Your Man Could Smell Like” campaign launched in 2010 with humorous, attention-grabbing commercials featuring actor Isaiah Mustafa. The campaign broke ground by integrating traditional media (TV) with a highly interactive digital strategy, engaging users through personalized video responses on social media.
Key Digital Channels Used:
- YouTube for the original and follow-up videos
- Social media platforms like Twitter and Facebook for real-time engagement
- Online video response campaign, where Old Spice responded to fans with personalized video messages
Results:
- The campaign generated over 105 million YouTube views.
- Old Spice’s sales increased by 125% in the first six months after the campaign launch.
- It became one of the most talked-about marketing campaigns on social media.
Why It Worked: The campaign’s blend of humor, creativity, and real-time engagement with fans made it memorable and shareable. Old Spice successfully shifted its image to appeal to a younger audience, while also sparking viral conversations on social media.
5. Dove: “Real Beauty” Campaign
Objective:
To challenge conventional beauty standards and promote body positivity, reinforcing Dove’s positioning as a brand that celebrates natural beauty.
Campaign Strategy:
The Dove “Real Beauty” campaign, launched in 2004 and still running today, features real women of various body types, skin tones, and ages, instead of professional models. The campaign extended into digital spaces with interactive elements, such as the “Dove Self-Esteem Project,” which offers educational content about body image, and viral videos like “Evolution,” showing the behind-the-scenes transformations of models.
Key Digital Channels Used:
- YouTube for viral video content
- Social media platforms for user-generated content
- Dedicated microsites offering educational resources and community engagement
Results:
- Dove’s “Real Beauty” videos have been viewed millions of times on YouTube.
- The campaign has been widely praised for promoting inclusivity, leading to higher brand loyalty and increased sales.
- Over 20 million young people have participated in Dove’s self-esteem workshops and educational programs globally.
Why It Worked: The campaign’s message of empowerment and body positivity resonated with a wide audience, particularly women who felt excluded by traditional beauty standards. By aligning its values with real issues, Dove successfully built long-term emotional connections with its customers.
6. ALS Ice Bucket Challenge
Objective:
To raise awareness and funds for ALS (amyotrophic lateral sclerosis) through a viral social media challenge.
Campaign Strategy:
The ALS Ice Bucket Challenge took off in the summer of 2014. Participants filmed themselves dumping ice water over their heads and challenged others to do the same, all while donating to ALS research. The simplicity of the challenge, combined with its shareability, made it a viral sensation across social media platforms.
Key Digital Channels Used:
- Facebook, Instagram, and Twitter for user-generated content and hashtag campaigns
- YouTube for video-sharing
- Crowdfunding and donation platforms linked to the challenge
Results:
- Over $115 million was raised for ALS research within two months of the campaign.
- The campaign generated over 17 million videos shared on social media.
- It brought global attention to ALS, significantly increasing research funding.
Why It Worked: The Ice Bucket Challenge was fun, easy to participate in, and highly shareable. Its viral nature, combined with a strong call to action (donating to ALS research), created a perfect storm for social media engagement and fundraising.