Genius Marketing Campaigns.

1.
Nike: "Just Do It" Campaign
One of the most iconic marketing campaign examples is Nike’s “Just do

it” campaign. Nike launched the 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 went live, thousands of people submitted personal

stories about times when they decided to take the leap and “just do it,”
from quitting their stagnant jobs to losing over a hundred pounds. The
line became Nike’s emblematic tagline and continues to represent the
brand.
What made this marketing campaign successful?
Nike identified an emotional connection with its audience and

connected meaningful stories to its core values, like motivation,
inspiration, and healthy living. Nike’s decision to integrate the
company’s value proposition with an emotionally-driven message
made for a wildly successful marketing campaign.
Key Takeaway for Marketers:
Outline your value propositions and connect with your audience

emotionally, so they feel aligned with your brand.
2. Pepsi: The "Is Pepsi OK?" Campaign
During Super Bowl LIII, Pepsi debuted a television advertisement

that people would continue talking about. The “Is Pepsi OK?”
commercial featured Academy Award-nominated and Golden Globe
Award-winner Steve Carell, Grammy Award-nominated artist Cardi
B and Grammy Award-winner Lil Jon in a fun and playful skit. In the
ad, a waiter asks a diner who orders a Coke, “Is Pepsi OK?” and
Carell clarifies in his monologue that Pepsi is “More Than OK.” This
advertisement plays on the typical scenario when people would
order a cola, and the waiter would assume Pepsi was not their top
choice. The ad was coupled with the Pepsi-sponsored half-time
show, a “Planet Pepsi” afterparty, limited-edition cans, and the
Pepsi Rookie of the Year Award. The iconic brand leveraged
America’s most popular sporting event to start a conversation about
why Pepsi is better than average.
The key to the success of Pepsi’s campaign was self-

awareness. The marketers tapped into real scenarios their
customers have at restaurants when they encounter their
product. Every time a waiter asks a customer, “Is Pepsi
OK?” the customer will inevitably link the statement to the
overwhelmingly positive commercial and campaign
message.
Figure out how your consumers perceive your brand and

use it to your advantage in self-aware marketing
campaigns.
3. California Milk Processor Board: "Got Milk?" Campaign
Few campaigns have leveraged influencer marketing as effectively as

the California Milk Processor Board’s “Got Milk?” Campaign. In 1993, a
focus group headed by a partner at the San Francisco-based
advertising firm Goodby, Silverstein & Partners named Jon Steel asked
respondents not to consume milk for a week before participating in the
study. The study aimed to gather milk habits to help Steel pitch creative
strategies to a new client, the California Milk Processor Board. The
participants discussed how not consuming milk felt significant. How
would they eat their cereal? What would they dip a cookie in? Why was
life without milk so bland?
The concept “Got Milk?” revolved around the distress one feels when
one runs out of milk. This seemingly simple concept was bolstered by
celebrity and pop culture tie-ins. The ad featured for over two decades
and ran around 70 commercials in California alone and approximately
350 milk mustache ads nationally in print and on TV. The campaign
tapped into an era when celebrity influence was at an all-time high, and
as a result, the ads were especially visible and influential.
The “Got Milk?” campaign creators used consumer research,

straightforward copywriting, and influencer marketing to create an
impactful series of ads. Given that the client for the ad was the California
Milk Processor Board, it made sense to feature Hollywood stars and
celebrities. Soon, flaunting a milk mustache on a billboard became trendy.
Gather information from your consumers about what is trending in pop

culture to develop relevant stories for the right audiences.
4. Dove: "Real Beauty" Campaign
People want to hear stories that matter, and Dove’s “Real Beauty”
Campaign delivered a poignant and authentic message that the beauty
industry desperately needs. The Dove Campaign for Real Beauty was
launched in 2004 by Unilever, aiming to build self-confidence in women
and children. The initial campaign featured research and reported that
only 2% of women consider themselves beautiful. The next phase
featured a series of billboards starring real women in place of models.
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.
The Dove Campaign for Real Beauty was celebrated because

it used marketing to positively impact the cultural landscape,
industry, and lives of consumers. The campaign continues to
run today to dismantle the #BeautyBias and help “make
beauty a source of confidence, not anxiety,” This campaign is
coupled with change initiatives like “The Dove Self-Esteem
Project,” which helps children redefine their definition of
beauty.
Select a real issue that aligns with your organization’s values

and use marketing efforts to impact your community
positively.
5. Coca-Cola: "Share a Coke" Campaign
One hot summer, Coca-Cola rolled out its famous “Share a Coke”
campaign across various channels in Australia, encouraging people
to get together and share a Coca-Cola. It wasn’t long before the
movement expanded to the international level. 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.

To develop the “Share a Coke” campaign Coca-Cola and the
advertising agency Ogilvy teamed up to capitalize on the popular
behaviors of their desired target generation; millennials and social
sharing.
Conduct research to determine how your target market behaves
online and deliver marketing to them in familiar ways on relevant
channels.

Genius Marketing Campaigns.

Uploaded by

Copyright:

Available Formats

Genius Marketing Campaigns.

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Genius Marketing Campaigns.

Uploaded by

Copyright:

Available Formats

1.

Nike: "Just Do It" Campaign

One of the most iconic marketing campaign examples is Nike’s “Just do

After the campaign went live, thousands of people submitted personal

Nike identified an emotional connection with its audience and

Key Takeaway for Marketers:

Outline your value propositions and connect with your audience

2. Pepsi: The "Is Pepsi OK?" Campaign

During Super Bowl LIII, Pepsi debuted a television advertisement

The key to the success of Pepsi’s campaign was self-

Key Takeaway for Marketers:

Figure out how your consumers perceive your brand and

Few campaigns have leveraged influencer marketing as effectively as

The “Got Milk?” campaign creators used consumer research,

Key Takeaway for Marketers:

Gather information from your consumers about what is trending in pop

4. Dove: "Real Beauty" Campaign

The Dove Campaign for Real Beauty was celebrated because

Key Takeaway for Marketers:

Select a real issue that aligns with your organization’s values

What made this marketing campaign successful?

You might also like