2018 has already been a standout year for brand marketing campaigns. Smart companies are leaving their competition in the dust by projecting their brand messaging in innovative ways.
Across all industries, we’re seeing clever engagement, strategic influencer partnerships, and unexpected shifts in messaging.
Let’s dive right in to the 5 best marketing campaigns of 2018. See if you can spot any brand marketing strategies that you could implement in your business this year.
Weight Watchers
Weight Watchers continues to dominate with celebrity influencers. As if having Oprah on board wasn’t enough, Weight Watchers named DJ Khaled its social media ambassador on January 1 (just in time for resolution season!). Additionally, after suffering a near fatal heart attack in February 2018 – writer-director-actor Kevin Smith also joined Weight Watchers as a member and brand ambassador. In doing so, Weight Watchers made its intention to attract men and younger customers clear.
But Weight Watchers has more than just celebrities in their brand marketing toolkit. This summer, they launched “YouStyle” as part of their “Summer of Impact” campaign.
Weight Watchers refuses to cool down their marketing efforts as summer heats up and defies industry standards by launching a summer campaign. They’re also leaning into the messaging behind their “Freestyle” plan which emphasizes that Weight Watchers isn’t a diet company anymore; they’re a healthy lifestyle brand.
According to their North American President, “Weight Watchers can be a powerful partner in wellness year-round, especially since the livability of our new Freestyle program makes it even simpler to get healthy while enjoying the best of summer.”1
Takeaway: Reach out to influencers and appoint your own social media ambassador. As with Weight Watchers’ examples, your brand ambassadors may reach beyond your current core audience. It’s a great way to tap into a new audience, especially if you’re ready to shake things up and expand your brand’s reach.
Amazon
This time last year, we were just beginning to process Amazon’s acquisition of Whole Foods Market. It seemed like an odd pairing, having an e-commerce giant swallowing this well-known retail staple. What were Amazon’s plans for the natural foods grocery chain?
For one, they’ve used the collaboration to add even more value to their Prime brand. There are now weekly discounts offered exclusively to Prime members. Take a lap through a Whole Foods and you’ll see the co-branded signs advertising “Prime Member Deals.”
Given that Whole Foods has spent years carrying its “Whole Paycheck” reputation, Amazon comes out looking like a hero to customers for slashing prices right out of the gate. And Whole Foods stands to gain, too, with Amazon customers now popping into Whole Foods stores to grab their deliveries from Amazon Lockers.
Of course, Amazon wouldn’t be content to just change the look of the weekly ad. Because Amazon is always looking for new ways to access new customers, eligible Whole Foods shoppers can now get free 2-hour grocery delivery courtesy of Amazon Prime Now.
Takeaway: What new partnerships can you explore to boost brand awareness? Not all businesses are in a place to acquire another brand, but there may be partnership opportunities that can add value to both parties. Reach outside the box and explore what partnerships could expand into something grand!
LinkedIn has an image as the “stuffy” social media network. A platform that’s more for strategically advancing your career than forming real bonds. But LinkedIn’s “In It Together” campaign aims to use consumer-driven content to upend its old reputation, rebranding it for a new generation of thought leaders.
Through TV ads (including a spot during the Golden Globes), stylized black and white photography, and even a hashtag (#InItTogether), LinkedIn is sharing a powerful new message about the value of community.
The ads of course feature the usual tech and finance professionals, but also include ranchers, nonprofit leaders, educators, and dancers. More important, though, than the diversity of the community, is the power of each member sharing their “why”.
LinkedIn has shifted the focus from an abstract stereotype about “career success” to sharing the individual stories of real users. The campaign attracts a new generation of job seekers who feel the need to make an impact and experience a real connection, not just use connections as stepping stones.
Takeaway: The aesthetic of this campaign conveys plenty of warmth, but the power of “why” is the real standout here. This taps into the idea of “it’s not what you do – it’s why you do it.” People have an easier time connecting intrinsically to the “why” or the “mission” far better than trying to understand “what” a business does or “how” they do it. How can your brand inspire customers to act on their own “why”?
Marvel Studios
Marvel is on fire! Marvel Studios has already had two major wins for 2018: Black Panther and Avengers: Infinity War. While Infinity War was a much-anticipated chapter in the Marvel Cinematic Universe, Black Panther introduced the world to a new, vital part of the MCU. Beyond this, Black Panther broke new ground, featuring Marvel’s first (onscreen) African-American superhero in a starring role.
With a primarily African-American supporting cast, led by Creed director Ryan Coogler, Marvel understood the social impact of this film, and the immense pressure to do this hero justice on the big screen. As the film’s debut date drew closer, social buzz began to grow, and rather than attempt to control the message, Marvel did what they do best: listened to their fans.
Black Panther inspired Grassroots movements and crowdfunding events all over the country to help ensure that underprivileged communities had access to see and celebrate the historic movie.
These social efforts, combined with the already robust marketing efforts, took this movie to the next level.
Marvel relied on more traditional brand marketing efforts for Infinity War, collaborating with seven major partners (including long-time partners like Coca-Cola) to promote the latest Avengers installment.
The promos went beyond in-film product features. The 2018 partnerships ranged from custom packaging, creative joint TV ads, and even a donation drive for Stand Up To Cancer. Marvel ensured that their Avengers brand would be at the top of everyone’s mind before the final movie release.
Takeaway: Although Marvel employed different marketing strategies for each film, both effectively served new and long-time fans. Could your native advertising work as effectively as Marvel and their Avengers partners? How could you responsibly leverage representation and social change to increase brand awareness? Can you listen and deliver?
Spotify
Spotify has been a big winner in brand marketing this year. In fact, they were recently named “Media Brand of the Year” at the Cannes Lions International Festival of Creativity. The reason behind the recognition: engagement. According to Cannes Lions’ chairman-elect, “Spotify has transformed the way we engage with music. [Spotify] has gone on to reshape the future of media and transform how artists and brands communicate with their audiences.”2
Spotify has also recently launched its largest-ever brand marketing ad campaign to promote its freemium ad-driven streaming service. The ads consist of fake movie trailers and clever outdoor print ads. The print ads, in particular, take a lighthearted approach to the exchange of free music for the occasional ad.
In exchange for that precious ad space, Spotify is promising free users more personalized playlists. For advertisers, Spotify has valuable data based on their users’ habits and preferences. Spotify’s customers get an improved user experience and their ad partners are able to reach highly-engaged customers. How’s that for brand marketing success in 2018?
Takeaway: It’s possible that a slight change could improve engagement even if that means leaning into what could be seen as a fault (like advertising). Also, it’s hard not to be impressed by Spotify’s colorful, clever ad campaign. Could your brand use an eye-catching, dare we say meta-forward advertising makeover? Only one way to find out!
What We’ve Learned from Brand Marketing in 2018
Much like last year’s top viral marketing campaigns, we see that effective campaigns put forth the extra effort to stand out from the crowd. If you want people to remember your brand, your brand had better be memorable!
Maybe your content makes people feel seen, inspired, or entertained. As long as it makes them feel something, you’re on your way to wrapping up a successful year.