Earlier this week we showed you three of some of our favourite marketing campaigns using technology to their advantage! You didn’t think we would just stop at 3, did you? We’ve collected a few more of our favourite campaigns to inspire you for the months ahead. Here, you can see how effective running a campaign can be to boost sales and increase engagement with your audience. Let’s jump straight in…
This is a very controversial one! As much as it may pain many people to admit… the vote leave campaign was incredibly successful, by winning 52% of the vote. It completely beat the odds, with Remain campaign having backers of the then Prime Minister David Cameron and most of the MP’s, as well as global leaders such as then US President Barack Obama. So why did it do so well? They found out what people wanted and they campaigned for that; they tapped into immigration and promised money to the NHS. No matter what they did or didn’t do, they did manage to play to the emotional advantages of their audience. They identified their audience, understood how to best engage with them, and told them exactly what they wanted to hear!
Supermarket giant Lidl launched their ‘Lidl Surprises’ campaign earlier last year and it turned out to be incredible successful. Their aim was to convince the middle classes that their food is, in fact, of very high quality just at a much lower cost that other supermarkets like Waitrose. Their Summer advert featured a genuine Lidl consumer who had previously posted on social media that she doubted the quality of the meat at Lidl. Lidl took this consumer, named Sharna, to meet the beef farmer, John, in Perthshire, Scotland, to talk her through the provenance of Lidl’s meat production. Clare Farrant, a UK marketing director, said “What we realised is despite the success of the Lidl Surprises campaign since launching in 2013, many customers and non-customers were still having serious doubts over where our food comes from… Great marketing should be about changing your brand’s misconceptions and not just banging the same drum.” The campaign has now led to increased sales from Lidl as well as an increase in consumer confidence. Farrant added that “The Lidl Surprises campaign has had a real halo effect”.
Do you think that you would ever incorporate any of these ideas into your next marketing campaign? You could tap into who your target audience are and aim your products or services directly at them, or perhaps you could aim to show consumers who you really are and what your brand stands for. At the end of the day, it can clearly be seen that creativity does pay off!