Impactful marketing campaigns are powerful stories. And what makes one great?
Successful marketing campaign examples to deliver entertaining, touching, captivating, and memorable ads that resonate with customers and build brand reputation.
Here are some of the most successful campaigns that prove effective storytelling strategy:
1. NIKE: “Just Do It” Campaign
Nike launched its most iconic marketing campaign in 1988 and featured both professional and amateur athletes sharing their accomplishments and inspiring viewers to do the same. One of the first television advertisements for the campaign featured an 80-year-old marathoner named Walt Stack, a dedicated athlete who runs 17 miles every morning. After the campaign thousands of people submitted personal stories about times when they decided to take the leap and “just do it”. The line became Nike’s emblematic tagline and continues to represent the brand.
2. DOVE: “Real Beauty” Campaign
Launched in 2004 by Unilever, this Dove “Real Beauty” campaign aims to build self-confidence in women and children. The campaign was well-received and expanded into other forms of media, promoting aging, diverse body types, and transparency around wigs, blemishes, and so-called “imperfections.” The mission of the ads was to shine a spotlight on how harmful the beauty industry could be to young women and redefine beauty.
3. COCA-COLA: “Share A Coke” Campaign
“Share a Coke” campaign is one of Coca-Cola’s most famous one The campaign printed different names across Coke bottles with the phrase, “Share a Coke with…” Although the ads ran across print ads, commercials, out-of-home bus wraps, and billboards, the most successful distribution platform was social media. Consumers bought their own branded Coke bottles and shared a picture of the names online. Consumers tried to find their names and find names for their friends and family members. The entire campaign hinged on personalization and connection.
4. APPLE: “Creativity Goes On” Campaign
During the COVID-19 pandemic, Apple launched the “Creativity Goes On” campaign. The commercial compiles individuals and families at home during the lockdowns using their Apple devices to shoot videos, take pictures, stream content, and engage in other creative pursuits. In Apple’s own words: “We have always deeply believed in the power of creativity. Now, more than ever, we are inspired by people from all corners of the world who find new ways to share their creativity, ingenuity, humanity, and hope.”
In this successful marketing campaign example, Apple acted as a ray of sunlight breaking through the clouds of the pandemic, uplifting people through genuine presence in the most difficult times.
5. HEINEKEN: “World’s Apart” campaign
In this “World’s Apart” campaign, Heineken partnered with The Human Library, an organization that challenges prejudice and stereotypes through conversations with real people and their personal stories around being transgender, living with a mental illness, navigating new environments as refugees, and more. This campaign did more than evoke an emotional response from its audience; it provided real resolutions between people with opposing worldviews.
6. GoPro: “Awards” Campaign
The GoPro “Awards” campaign markets to content creators to submit their best GoPro videos, clips, and photos to have a chance at getting featured and paid. The campaign offers several opportunities to win in different challenges. The genius behind the GoPro campaign is that it encourages people to use the product and fosters a community around photography. What made this very successful is that this inspirational photography contest succeeded in building a community, inspiring consumers, and advertising the highest capabilities of the GoPro product—helping other content creators to do the same.
