Examples of Successful Digital Marketing Campaigns

Cashmere’s 19 Crimes: A recent wine product launched in California, 19 Crimes had a highly successful launch thanks to its endorsement of celebrities and influencers and leveraging their online social media presence. They started with getting Snoop Dogg, a highly famous and successful music artist with over 60 million Instagram followers, to sponsor the wine and he was the face of the product when it launched, heavily advertising it on his social media as well as garnering attention of other celebrities and influencers who then started promoting the product on their own social media, thus ensuring the product went viral. It had 25x more engagements per organic social post than industry average and also made over $1.5 Million in just 4 weeks thanks to its online presence. 19 Crimes is a good example of the power of celebrities and influencers, and their online presence can have for a brand.

Nike Grid: Nike are a household name today and their footwear are on most of the youth today, however, to market their brand of trainers made specifically for running, Nike wanted to target the young, urban runners in London. They believed that a message-based campaign alone wouldn’t be enough to market the shoe, so they opted to augment the running experience digitally with a gaming experience. Nike set up a grid of points around London which people could view online where runners would have to reach one point to another in a set time where they would then call a number and receive a unique code to enter online and receive special rewards and discounts for running trainers. In the end the campaign proved very successful, with over 31,000 runs logged, and it is a good example of how to engage a young active audience with the help of digital marketing.

Heineken: Heineken, the alcoholic beverage company, made an online video marketing campaign that instead of telling a story or focusing on narrative, instead decided to use political differences in ideology as the focal point of the marketing campaign. In the video Heineken reps first had individuals state their point of view on common items in the news including transgenderism, feminism, and global warming. Then, those with opposing views were paired together and had to complete a number of tasks. It was not until all of the tasks had been completed that they were shown the interviews given by their opposite. After they worked together and watched the interviews, the pairs were told they could stay and discuss their differences over a beer, or they could leave. This is a perfect example of using what are trending topics online, in this case, political discussions, which are more often than not trending, and the emotion of viewers, to push your product, showing us that we can all get along and be friends over a cold beer, in this case, the Heineken brand. In the end, the video received 17.7 million views and had over 138,000 shares on Facebook, showcasing the success of the campaign.

ASOS #AsSeenOnMe: ASOS started a marketing campaign on Instagram with the hashtag #AsSeenOnMe, it encouraged users to showcase ASOS’ products on their own social pages and using the hashtag would allow ASOS to share the photos on their own feed and they even created a section on their websites for pictures uploaded with the hashtag. This greatly encouraged organic, user generated content, and also encouraged influencers to join in on the hashtag which even further boosted the brands awareness.