It’s hard work, nowadays, for a digital marketing campaign to be considered truly iconic. In the early days of the internet, a successful digital marketing campaign meant putting out some cool videos, along with some well-placed ads; today, that same campaign would have to not only have videos (and lots of videos, preferably), but also a strong social media component, carefully considered SEO strategy, strategic content, and mentions in media outlets and on popular blogs.
It sounds a little overwhelming when you break it down like that, which is why, of course, agencies like us exist. We love putting together great marketing campaigns, from content to PR to social media.
And just like we love putting together great campaigns, we also love seeing great campaigns. We love it so much, in fact, that we put together our list of the top digital marketing campaigns of all time … well, at least of the past several years.
If you’re like us, you remember where you were when you first saw this video. This campaign, which launched with this priceless gem and continues to this day, is still the reigning king of hilariously weird marketing. Somehow, it hits that sweet spot just between “awesome” and “totally insane.”
And the original video, which now has 52 million views on YouTube, was just the beginning. Social media profiles, additional commercials, the “Make a Smellmitment” tagline on their website – all come together to form a seamlessly integrated digital presence. This summer, Old Spice even created a Choose Your Own Adventure game on Instagram, further marking this brand’s digital marketing campaign as one for the ages.
Any marketer today knows that starting in 2013, Oreo has consistently ruled social media. One of the reasons they’ve succeeded so well is the incredible speed with which the brand is able to put out tweets, posts, images, and more, starting with their famous “You can still dunk in the dark” tweet that they sent out during the 2013 Superbowl power outage. According to AdAge, that tweet was conceived, designed, and approved within minutes.
The combination of this up-to-the-minute cultural relevancy with their fun – bordering on whimsical – tone has proven a winner in the social media sphere. Just look at their ongoing campaign, Wonderfilled, to see what we’re talking about.
We love this campaign because it hinges on the most important player when it comes to your brand story: the customer. For the past few years, Doritos has invited fans to create commercials for the chip, with semi-finalists being posted online for viewers to vote on. The winning commercial gets the coveted Superbowl slot.
It’s not only been great for customer engagement, but it’s a pretty solid move on Doritos’ part too – just think of the advertising talent they’ve uncovered, for free, thanks to the contest. In addition, every year they’re able to encourage thousands of new brand ambassadors.
Is there anyone who didn’t tear up during this video? Showing how girls’ confidence takes a nosedive once they hit puberty, Always’ commercial launched the company’s massive efforts to help teach confidence to girls and young women through a variety of means.
They’ve partnered with TED to create a series of educational videos on confidence that will be shared with teachers and students worldwide, and even created the Always Confidence Curriculum, which was unveiled at the Always #LikeAGirl Confidence Summit this July. Meanwhile, the company continues to push out short, inspiring message via the hashtag #LikeAGirl.
Motivational, authentic, potentially world-changing: that’s a win for any campaign in our book.
Chipotle’s made its name not just by serving seriously delicious burritos, but by putting its commitment to responsible food first and foremost in its marketing. This commitment was first introduced to the world – on a large scale, at least – in their first-ever TV ad buy, a 2012 animated commercial that showed a farmer rebelling against the factory farming system and taking his farm back to basics – “back to the start.”
The video created a huge response, earning Chipotle legions of new fans and online brand ambassadors who related to Chipotle’s “food with integrity” tagline. The brand’s latest venture into video marketing is an animated short called “The Scarecrow,” which spawned its own social game.
This Webby Award-winning website was designed as a supplemental experience for Hunger Games fans, to take them inside the gilded, barbaric world of The Capitol. Designed to give you the feel of living inside the city’s glamorous yet totalitarian regime, the site offers sections like “Capitol TV,” “Capitol Concerns,” and the emotionally unsettling “District Heroes” section. Here, you’ll find high production value portraits of people like 6-year-old Lily, an angelic-looking girl covered in coal dust sitting with a huge mining helmet next to her tiny legs – according to the sidetext, she’s “ready, willing, and eager to fuel the Panem of tomorrow.”
And there’s also Capitol Couture, a site filled with high fashion portraits of models wearing the kind of surrealist, over-the-top clothing that you’d find in the Hunger Games’ capital city. The site was a massive success with Hunger Games fans, who engaged with it by sending in their own “capitol concerns.”
Feeling inspired to take your own marketing to the next level? Contact us today – we’d love to get started on your next “best ever” digital campaign!