A good digital marketing strategy reaches out to potential customers, strikes a chord with them, and establishes a long-term relationship. However, determining how to build this meaningful connection can be difficult. When you’re looking for ideas, it’s never a bad idea to take a look at some of the most successful digital marketing efforts to see how they did it.
Here’s my pick of the best digital marketing campaigns, complete with results, reasons why I like them, and key takeaways to get you started.
My pick of the five best digital marketing campaigns to get you inspired
1. Lego’s “Rebuild The World”
Lego was designed to be used in innovative advertising (as well as building things). The Danish toy maker has recently launched its first marketing campaign in 30 years.
I love it because
Lego’s commercial looks beyond the toy sector to global issues. You may see various themes wrapped within the backdrop while you watch the commercial. The “rebuild” concept is central to the ad, which encourages individuals to consider how they may better themselves and their surroundings. It caters to both older and younger audiences by keeping engaging and employing graphics and songs that recall users of original Lego commercials.
Because of its aggressive stand on societal concerns that will impact the brand’s story in the coming years, the commercial earned over 11 million online views.
Ethical consumption is on the rise. Show that you care about the problems that your audience is facing, and you’ll stand out from the crowd. To make your advertising more memorable, incorporate stories into them.
2. Gillette’s “The Best Men Can Be”
Gillette took a specific societal issue and turned it into a powerful message that they included into their brand story. In the commercial, titled “We Believe: The Best Men Can Be,” Gillette challenges toxic masculinity while humbly acknowledging that their 30-year motto, “The Best A Man Can Get,” was part of the problem.
I love it because
While acknowledging Gillette’s earlier faults, the commercial boldly defies gender stereotypes. On Instagram and Twitter, #TheBestMenCanBe is part of the multichannel marketing campaign. On its website, Gillette has featured stories that accept and normalize issues that many guys face. The company has also pledged to provide $1 million per year for the next three years to non-profit groups that assist men in reaching their full potential.
Due to its debate and sharing potential, the ad earned over 36 million online views, and its Twitter campaign received thousands of likes and retweets.
Gillette said that they had failed to move forward in the past. They succeeded in touching a nerve with their target audience, who could connect to the issues. Gillette used the hashtag #TheBestMenCanBe to initiate social media dialogues and reach new viewers who had not previously interacted with their postings. It left an indelible effect on individuals, who continued to talk about it long after the video commercial had ended.
To start a conversation with your audience, use organic social media and hashtags in your advertising. Not only will it increase interaction, but it will also help your customers connect with your business and become more inclined to become fans. Fans help spread the word online and offline, and they are more likely to buy because they feel heard.
There are a lot of moving pieces to watch, monitor, and analyze in multichannel marketing efforts. That’s why having a comprehensive marketing calendar on hand is critical to campaign success.
3. Volkswagen’s “The Last Mile”
The Last Mile campaign bids a tearful farewell to the classic Beetle while highlighting Volkswagen’s commitment to electric vehicles.
I love it because
The moving animated video pays homage to the car’s long history in popular culture, including Andy Warhol’s ad designs, Kevin Bacon in the film Footloose, and the Beatles.
The ad attracted nearly two million online views, and #TheLastMile was trending on Instagram and Twitter with hundreds more posts. On New Year’s Eve, the eight-decade-old automobile took over the billboards of New York’s Times Square to send a final farewell.
Make real content that forges a deep connection between your brand and audience the goal of your digital marketing strategy for a truly lasting impact. Don’t be scared to show that your brand is changing with the times; customers will understand and respect a company that is willing to accept it has to evolve.
Are you having trouble coming up with content ideas like this? Use nostalgia to highlight how far your company has progressed and to reconnect with early supporters of your brand.
4. Airbnb’s user-generated content
Airbnb has revolutionised the hotel sector, thanks in large part to their digital marketing strategy. It focuses on user-generated content on social media, such as photographs, how-to postings, and tourist guides.
I love it because
Their social media advertising play on people’s desire to go to exotic locations. This elevates the brand much beyond that of a booking service. Their Instagram account has more than 4.7 million followers, while their Facebook page has 16 million.
Airbnb also works with influencers to increase interaction, such as Lady Gaga, who was hosted in a luxury Houston mansion during her Super Bowl performance. The brand shares aspirational material such as beautiful Airbnb places and influencers relaxing and having a good time.
Airbnb uses social media to share engaging and adventure-inspiring content. They encourage individuals to travel using their app by encouraging them with their content.
Use influencer marketing to entice your audience, much like Airbnb. Influencer marketing isn’t limited to social media platforms. Every sector has influencers, and digital marketers may leverage them in a variety of ways to improve a campaign. I’m referring to podcasts, industry webinars, and outreach to thought leaders. Consider new ideas and implement them into your approach.
Airbnb also connects with their audience through user-generated content. People are motivated by genuine people, and user-generated material, like a review or testimonial, builds trust in your brand. It’s also free and doesn’t take up any of your time! Ask for reviews and use listening tools to locate and engage with individuals who are currently talking about your business online to encourage this type of content.
This type of content can also be used to promote social media e-commerce.
5. Fitbit Stories: “#MyReasonIs”
Fitbit’s “#MyReasonIs” ad features personal stories from Fitbit customers who have improved their lives by using the company’s sports app.
Why I love it
Is there anything more compelling in a digital marketing campaign than user-generated inspirational success stories? Fitbit’s campaign includes videos and blog posts from real people who are sharing their personal experiences. A woman is getting in shape to fight diabetes, while a man is keeping track of his sleep to enhance his health.
On social media, the company has over 4 million followers and frequently posts relevant content. Furthermore, they respond to users and congratulate them on their efforts.
Your digital marketing campaign will benefit greatly from showcasing user success stories. It emphasizes your dedication to your users and ensures them that your product will benefit them. Furthermore, success tales demonstrate that you pay attention to and care about your audience.
Conduct customer surveys and share results (with permission) or create a case study that you can reuse for multiple digital marketing channels to include success stories in your campaigns.
Make a difference in people’s lives with your most successful digital marketing campaign yet.
The most effective digital marketing efforts make a beneficial impact on people’s lives by raising awareness about important topics. The objective is to create human-centered marketing initiatives that provide a real and relatable digital contact between your brand values and your target audience.