2020 has been a year of change. We’ve all had to adapt to a new world and this has led to the audiences we market to changing in a fundamental way. To recognise this, we wanted to take a moment reflect on the digital marketing campaigns that made us sit up and pay attention during this revolutionary year. Welcome to the (unofficial) digital marketing campaign awards!
Most Uplifting: Guiness ‘We Will March Again’ https://www.youtube.com/watch?v=GWVW5p62sO8
As one of the trail blazers in addressing Covid-19 through advertising, Guiness’ uplifting ad offered the viewer both reassurance and hope in its delivery of the message ‘we will march again’.
The nostalgic video looks back on revellers celebrating St. Patrick’s Day over the years and encourages the audience to celebrate safely in 2020.
Earning them even more brownie points, the ad promotes Guiness’ charitable nature by referencing the Guinness Gives Back Fund. In a year where many businesses have suffered, it’s amazing to see Guinness contributing towards communities affected by the pandemic.
Most Inspiring: Ford ‘Built to Lend a Hand’ https://youtu.be/koPmuEyP3a0
As priorities shifted for all of us, Ford realised that now wasn’t a great time to be buying a new car. The series of image ads shared across social media and on billboards reflected on their efforts to serve the nation during other times of hardship, such as during the Second World War.
In addition, the brands messaging focused on payment solutions for those hit financially by the pandemic. On top of this, they demonstrated how they were using their manufacturing facilities to develop much needed PPE equipment.
A good message for the company but also an inspiring message about working together to get through a crisis.
Most Innovative: Facebook Horizon AR & VR https://youtu.be/Is8eXZco46Q
The quality of a campaign matters but the trend driving it can equally determine its success. The development of Facebook Horizon has been in talks since 2019, but this year – the year we’ve all wanted to escape at times – Facebook seized the opportunity to advertise developments to its new augmented reality (AR) and virtual reality (VR) platform.
The futuristic ad cleverly utilises a blend of humour, enthusiasm, and impressive visuals to create excitement around this technological leap that is mere months away.
Most Gen Z Friendly: Missguided Black Friday
We all needed a distraction this year. The Black Friday offers provided many of us with just that – a few hours of online bargain-hunting solace.
Online clothing giant Missguided used this opportunity to launch a weekend-long Twitter campaign. They gave away free clothing, vouchers, and cash prizes to those engaging with their tweets and using their Black Friday hashtags.
The campaign distinguished itself from others in the Twittersphere by using tweets that relied on almost instant interaction to win prizes. This prompted thousands of hopeful followers to turn on their twitter notifications for Missguided. The tweets saw an average interaction rate of 4000 likes and many more comments, with advertised items selling out in seconds.
Creating this open dialogue with followers and sharing memes, jokes, and competitions which ‘go viral’ is a technique we expect to see much more of in the coming year.
Most Inclusive: Lego Braille Bricks ‘Beyond the Brick’: https://youtu.be/zrbGr6janwg
Lego’s new product, Lego Braille Bricks, was explored in this powerful campaign. The bricks are used by visually impaired children to enhance their learning experience and give them tools to foster their creativity.
The campaign addresses a vital gap in the market and inspires children, parents, and teachers alike to consider new ways of learning. Everyone who took part in the campaign showcased the versatility and enjoyment that these new Braille Bricks can bring.
Most likely To Make You Smile: Innocent Smoothie ‘Knit my Pet’ Campaign
Innocent, best known for their informal yet hilarious marketing and knitting-based charity initiatives, launched a Twitter campaign in November to encourage followers to submit pet pictures. The lucky winners would be selected to have their pet knitted as a tiny hat, a similar concept to their Age UK campaign in which tiny hats are knitted to sit on top of their smoothies.
This adorable and heart-warming campaign exemplified Innocent’s approach to marketing. After all, who doesn’t want to see hundreds of pictures of cute pets wearing tiny hats?
We hope this look back through 2020 has promoted a little bit more positivity for you! It’s been a tough year for us all, so it’s important to celebrate the parts of it that were uplifting. Which marketing campaigns have you admired this year?
Are you looking to create some of your own amazing digital marketing campaigns in 2020? There’s never been a better time to start and we’re here to provide guidance and help. Get in touch with one of our marketing experts today and find out how 2021 can be the year that you revolutionise your marketing.