The Interactive Advertising Bureau (IAB) recently released a report that examines 24 award-winning campaigns from around the world. Each of the report’s case studies includes commentary, digital video, and clear-cut metrics that reflect the overwhelming success of these campaigns designed for a variety of brands and audiences. Let’s look at six of the campaigns curated from various international IAB MIXX Awards programs and other similar honors around the world.
Although creating great digital marketing is both an art and a science, these award-winning campaigns from the IAB’s “What Works & Why: IAB Global Insights Report 2015,” spotlight three themes that marketers who believe in a strong customer-centric focus will want to understand:
- Authenticity: Work that deeply resonates with local consumers.
- Credibility and niche demos: Work that engages by age, professions, and passions.
- Universal truths: Work that demonstrates mobile behaviors that cross continents.
Work That Deeply Resonates With Local Consumers
The “America Is Beautiful” campaign enabled The Coca-Cola Company to change the conversation in social media.
The United States is commonly called a melting pot, referring to the many ethnicities and cultural backgrounds represented by its citizens. But when Coca-Cola celebrated this diversity in a Super Bowl TV spot, it launched a social media controversy that nearly eclipsed the big game itself.
Over videos of Americans enjoying happy moments, the patriotic song “America the Beautiful” was sung in several different languages. Social media exploded with both positive and negative comments.
To steer the conversation toward inclusiveness, Coca-Cola sent tailored versions of the video (LGBT, Native American, interracial parents, among other demographic categories) to Americans on Facebook based on their user data. Those highly targeted and emotional videos then helped lift the positive chatter and pushed Coca-Cola to the No. 1 trending topic on Facebook during the Super Bowl and for two days after.
More than 87 million personalized invitations were sent. The effort attracted 63 million earned impressions. Average engagement per Facebook post: 18,447 likes, 2,433 comments, and 5,604 shares.
The “One Man Rand” video on YouTube enabled Sanlam to connect on a deeper level with its South African audience.
South Africans have a spending and saving problem. Household debt averages 75 percent of South Africans’ after-tax income.
To draw awareness to this problem, Sanlam, one of the country’s leading financial services companies, embarked on an experiment in which one man would pay for everything with one Rand coins. (One Rand is worth nearly USD $0.10.) He had his salary paid to him in coins. He purchased everything he needed in change.
His crazy adventures were captured on video and produced into weekly episodes. Financial experts weighed in with advice, and consumer and social media loudly amplified the effort.
The result: the “One Rand Man” video ranked No. 1 for YouTube South Africa with more than 900,000 views. The work also generated more than 74 million media impressions.
Credibility & Niche Demos
Work That Engages By Age, Professions, Passions
“Rip Curl Search GPS” enabled the Australian designer, manufacturer, and retailer of surfing sportswear and accompanying products to target at a niche demo.
For surfers around the world, the perfect wave is an elusive goal. But Rip Curl used technology to make this universal goal easier to attain.
The Rip Curl Search platform is a smartwatch with mobile and desktop apps that measures users’ surfing activity (speed, distance and wave count) and allows them to share it with the world. For the first time, surfers can track and share their activities, digitally search out where they’re most likely to find the perfect wave, and follow the pros and their friends.
Rip Curl turned a solitary and fleeting experience into a shareable one, uniting a fragmented global community under their brand and selling 30,000 pre-orders of the watch in the first week of launch.
“Zwrotka Żywca (Żywiec ‘The Verse’)” enabled Żywiec to become world famous in Poland.
Music and advertising have worked together to engage consumers around the world for decades. Beer brand Żywiec added user participation and brand response into the mix to achieve greatness.
The brand promoted its Męskie Granie 2014 (Male Music Concert Tour), its artists, and the new single “Electrical” by creating a web-based music “Mad Lib.” Users selected lyrics from thousands of word options online that fit with the rhythm and tone of “Electrical.”
Top Polish artists then performed the new song – yes, every single version of it, and 150,000 version of the song were created. The new lyrics created songs of all kinds, even ridiculous ones with lyrics like “The great shark hears a cauliflower’s scream.” The fun and personalization of the music experience caught on.
Five hundred thousand people participated; people even used the verses as their comments in social media. Users spent an average of more than 6 minutes on the website. And the music video was viewed more than 1.5 million times.
Work That Demonstrates Mobile Behaviors That Cross Continents
The “Turn Off To Turn On” campaign enabled Durex demonstrate that mobile phones and, well, sex are two interests that most of the world has in common. When Durex realized that gadgets were interfering with people’s sex lives, it had landed on an insight that powered a campaign from its origin in the UK to a global audience.
Durex’s viral “Turn Off to Turn On” campaign included a series of Facebook posts, mission statements, and a short film promoting the message to turn off devices in order to “turn on.” To make the message even more relevant and timely, the marketer timed it all to Earth Hour, when people, globally, are urged to power down for an hour.
“This Earth Hour I’m a lover, not a gamer,” one headline said. “We will log out, power down, close the tablet, switch off the TV, and reboot our relationships,” another read. The results were staggering:
- The work gained 1.96 billion campaign impressions.
- Video views reached 85 million across 56 countries.
- The effort generated positive sentiment 97.8 percent of the time.
“#ShareTheSofa” enabled Heineken to answer a universal question: Would you rather watch a UEFA Champions League game alone (as most fans do) or with a soccer legend? The obvious answer to this question is the insight behind Heineken’s blockbuster live second-screen show, #ShareTheSofa.
Through Twitter and Vine, viewers could watch the game beside football legends, also planted on a sofa (but in Heineken style, of course, with the help of hip friends, cheerleaders, freestylers and others). Fans could use the hashtag to ask them questions, which the soccer stars would respond to, or they could just watch and read the real-time show.
Heineken, a game sponsor, complemented the main event without taking it over and created a huge, global community to boot. The results speak for themselves:
- #SharetheSofa reached fans in 94 countries.
- It earned 1.2 billion media impressions.
- The brand connected with 13.4 million Twitter handles every game.
- Heineken was present in 79 percent of all conversation related to the Champions League on Twitter, more than any other sponsor in the history of Twitter.
- The work sold beer. Purchase intent went up 7 percent.
Successful digital marketing in every corner of the globe is characterized by authentic dialogue and creativity. Brands and marketers who believe in a strong customer-centric focus will be delighted to know that digital is a borderless medium that nonetheless deeply respects regional and cultural differences.