Machine against torque Apa Maybuy Exchange. Source: provided
There is no such thing as good marketing. It's interesting, surprising, memorable, welcoming and makes you feel noticed and connected. Standing out in an environment that is more confusing and competitive than ever is no small feat.
Statistics change every minute, but on average we see about 7,000 ads per day. While marketing should span multiple goals throughout the marketing funnel—from awareness to conversion—reputation-based brands have been proven to have the biggest impact on your bottom line. Simply put, a 10 percent increase in brand awareness will increase market share by one-fifth.
It's pretty amazing. Startups without the budget to compete with rich competitors have no choice but to be bold and determined. We're sure we missed a lot, but here are the top 10 marketing initiatives of this year.
1. normal
Working in the sex industry is tough. Basic infrastructure like web hosting and payment processing often excludes "mature industries". Not to mention vigilant marketing platforms and quick responses to take down what they consider "inappropriate content". To overcome this hurdle, he created street signs for the D2C business at a particularly valuable time of the year (hello Black Friday!) with images of various sex toys with NORMAL blurry images and buggy images. The campaign poked fun at outdated censorship laws and the gender bias behind them and created powerful creative that attracted a lot of attention. The campaign exceeded all expectations in terms of effectiveness.
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“This is our first major NORMAL campaign since we deliberately parted ways with our parent company and we welcome the creative; it was nice to do it! – and we are also seeing a significant improvement in marketing efficiency: our marketing spend is 6-7 times more efficient! Lucy Wark, founder of Normal and member of the AfterWork community, said.
2. Stranger Things x Dominos: Mind Organizing App
Stranger Things is big and weird as the long-awaited fifth season begins. The marketing mix thrived on a dynamic mix of activations and partnerships; Like the nosebleed Snapchat filter, or the Lyft collaboration with haunted cars hailed by creepy drivers, or the giant Mind Flayer art installations in public spaces like Bondi. Perhaps the best initiative was a collaboration with Dominos, where fans were invited to order pizza along with anime. The app tracked eye movements and used facial recognition to order the perfect pizza without saying a word. The idea worked for both brands; Restore Domino's dominance as a tech player, while also providing a new way to experience the "food gadgets" that Stranger Things fans are so obsessed with.
3. Tattoo Ovira for money
Ovira, a pulse therapy device for menstrual pain relief, has mastered the art of innovative marketing. Its mission is to correct inequities in women's health; and begins to face the taboo of menstrual pain. According to her in her LinkedIn biography, “We are addressing the vanity issues that society has forgotten about women.” Through a combination of complex social media activation tricks, Ovira quickly amassed nearly 6 million followers on TikTok. Not bad for a topic no one likes to talk about! One of the best attempts this year was offering a stranger $500 for Ovira's tattoo. The volunteer did not understand what Ovira meant, but he went ahead anyway. Hacking collected millions of views and immediately got into the press.
4. Airbnb campaign in Ukraine
This compassionate business move has become a valuable piece of viral marketing for a company known for its marketing prowess. The company canceled all booking fees when renting in Ukraine and then encouraged people from all over the world to book. The goal was to put the money directly into the hands of the citizens; quickly And it worked, raising about $2 million within a month. This initiative was quickly supported by Airbnb.org's campaign to fund 100,000 Ukrainian refugees. Airbnb is a great example of a private business. Advocates for “belonging” and brings this concept to all activities; away from the marketing department.
5. New shareholder of Patagonia
Patagonia also made a splash around the world when CEO and founder Yvon Yvon Chouinard announced that his family had decided to make planet Earth the sole shareholder of his $4.5 billion business. The news generated worldwide interest through numerous headlines, publications, influencers and sources of information.
6. "MayBuy" from Up Bank.
One of the oldest adversary strategies is to retreat while others zigzag. UpBank learned this lesson when it took BNPL culture to heart and launched the MayBuy campaign. After polling, 25% of Australians regretted buying BNPL. In response, he launched Maybuy; A feature that allows Upsiders to create savings plans for the items they want. Once they reach their savings goal, they can buy the entire product. Or not, to make the idea a reality, Up opened a pop-up in Melbourne offering passers-by random cash payouts ranging from $10 to $500 for their unsuccessful purchases. The activation allowed Up Bank to start a controversial conversation about BNPL culture; and create thought leadership for it.
7. Coinbase SuperBowl Ads
When a slot costs you over $5 million, you want to make sure you create what people are talking about. Coinbase eschewed high-profile celebrities and witty stories, instead flashing a single QR code on the screen with a casual techno track, like a DVD and Gameboy intro. 20 million people downloaded the mysterious QR code and received $15 worth of cryptocurrency for free.
8. Milkrun's overall marketing engine
A big thank you to the Milkrun marketing team for constantly generating ideas and finding ways to turn every customer interaction into a branding opportunity. mr. From jumping on the bandwagon of the "Human" meme ("Little Miss F*ck It, Rose All Day Baby") to social media trolls offering codes to quotes teasing how Bondy can deliver "bags" in less than 10 minutes. coupon with personalized coupons. "Faithful troll"; getting used to taking risks, overcoming complacency and getting into pop culture.
9. Barilla Spotify Playlists
Before you give up and think you need a serious transition budget, let's hear about some low-cost, high-commitment activations! Pasta brand Barilla launched on Spotify to create eight playlists named after different types of pasta. Each playlist is adapted to the cooking time of each pasta; With names like Boom Bap Fusilli, Moody Day Linguine and Pleasant Melancholy Penne. This simple activation was very useful and a lot of fun.
10. Iceland Travel Campaign Will Beat Your Email
Iceland has built its brand on impressive landscapes and a distinctive national character. Iceland has combined these two elements in its 2022 tourism campaign. In a breathtaking display of absurdity backed up by real thought (nothing ruins a party like an email from your boss). For this reason, the Tourist Board has prepared three horses to answer your letters during the holidays; and put them in a clean place with a big keyboard.
Result? A very memorable OOD message to share, such as: “Melissa Miller quit. During this vacation, Melissa forwarded all work-related emails to an Icelandic horse named Hrimnir fra Hvammi so she would have more time for adventure.”
This article was originally published by AfterWork Ventures .
