Brand awareness initiatives are critical to corporate success in today's highly digitalized environment. Brand awareness programs that are effective can help organizations reach new audiences, build client loyalty, and ultimately boost revenue. Not all brand awareness programs, however, are made equal. In this post, we will look at the top digital brand awareness efforts and investigate what makes them successful.
5 successful campaigns that increased digital brand awareness
Here are 5 examples of the best brand awareness campaigns:
1. "The Think Different" campaign by Apple
Apple's "Think Different" campaign, begun in 1997, is one of the most well-known advertising efforts in history. The purpose of this campaign was to encourage an innovative and creative culture. The tagline "Think Different" was used in the campaign to emphasize the necessity of being unique and to express Apple's technological superiority.
The campaign featured television, print, and radio advertising highlighting how famous personalities and characters such as Albert Einstein, Martin Luther King Jr., Muhammad Ali, Pablo Picasso, Amelia Earhart, and others attained originality and invention. One of the adverts in this campaign, for example, featured the voice of Apple co-founder Steve Jobs, who remarked, "We attract people who believe in their ideas and make them capable of pursuing their dreams."
Because of its strong and positive message, this campaign is regarded as one of the best advertising campaigns in history, and it helped Apple become one of the most popular and beloved brands in the world.
2. "Live There" campaign by Airbnb
The "Live There" campaign, released in 2016, is one of Airbnb's most successful advertising efforts. The campaign's purpose was to strengthen Airbnb's standing as a brand that provides distinctive and authentic travel experiences. The phrase "Live There" represented to the public that they could live in real local locations where they traveled and have authentic and unique experiences by using Airbnb's services.
The campaign consists of a series of adverts depicting real people living as locals in several places across the world. The campaign effectively communicated the brand's ideals of authenticity and social connection by emphasizing the unique experiences given by Airbnb. This campaign's advertisements included television, print, and radio spots emphasizing travel experiences and connections with locals.
Individuals paid close attention to this effort. Airbnb was able to establish its image as a brand that provides unique and original travel experiences, as well as convey to its audience that it supports social ideals, with this campaign.
3. "Share a Coke" campaign by Coca-Cola
The "Share a Coke" campaign was launched in 2011 to increase brand recognition and sales by personalizing the Coca-Cola experience. Coke bottles and cans with popularly printed names were used in the campaign to urge consumers to share Coca-Cola with their friends and family. The ad effectively developed an emotional connection with the audience and improved brand recognition by personalizing the Coca-Cola experience.
The campaign was a big success, and it was eventually expanded to incorporate more names and even nicknames. Consumers could also share their personalized Coke cans and bottles online using the hashtag #ShareACoke as part of the campaign. The campaign was adopted and released in several nations throughout the world, extending its global success and reach.
Overall, the "Share a Coke" campaign was a successful marketing strategy that employed personalization to effectively develop an emotional connection with the audience while increasing brand awareness and sales.
4. "Just Do It" campaign by Nike
Nike's "Just Do It" campaign, begun in 1988, is one of the most well-known advertising campaigns in history. The purpose of this campaign was to motivate people to follow their aspirations and goals. The phrase "Just Do It" told the audience that to attain their goals, they need to take action and rely on their perseverance and self-confidence rather than focus on their anxieties.
The campaign included television, print, and radio advertising featuring athletes and celebrities such as Michael Jordan and David Beckham. Each of these adverts focused on how athletes pursued their objectives and dreams. For example, a commercial featuring Michael Jordan with the phrase "Just Do It" highlighted his pursuit of the best results in his game.
This campaign drew a lot of attention because of its powerful and uplifting message to the viewers. It was one of the factors that helped Nike reclaim its position as a brand that inspires both athletes and non-athletes. This campaign's slogan was so successful that it is still used as the brand's motto today.
5. "The Man Your Man Could Smell Like" campaign by Old Spice
The "The Man Your Man Could Smell Like" campaign, released by Old Spice in 2010, is one of the most successful advertising efforts in the marketing industry. The goal of this campaign was to rebrand Old Spice and target younger, more digitally active audiences. The campaign was conceived in a comical manner, presenting a well-dressed, shirtless spokesperson as a representative of the Old Spice brand, delivering commercials to the audience with appealing and fantasy material.
Advertisements for the campaign were widely spread on social networks and numerous websites, with over 20 million views on YouTube in less than a week. The campaign eventually received over 180 million views on YouTube and 40,000 tweets on Twitter, increasing Old Spice's sales by 107%. The campaign significantly raised brand recognition and increased sales of Old Spice by combining humour and internet media to target younger consumers.
What makes these campaigns successful?
The characteristics that make brand awareness campaigns successful include:
1. Creating a personal connection with the audience
Successful brand awareness initiatives make the audience feel as though they have a special relationship with the brand. Real-life examples, unique anecdotes, or accessible content might help to develop this personal connection.
2. Providing creative content
Successful brand awareness campaigns provide creative and engaging content for the audience. This content can include images, videos, contests, posters, or any other type of exciting content.
3. Using viral marketing techniques
Viral marketing strategies are used by successful brand awareness campaigns. These strategies assist the campaign in spreading swiftly within the community and attracting greater audience attention.
4. Engaging with customers through social media
Successful brand awareness campaigns connect clients through social media. These channels enable the brand to communicate directly with its customers and solicit their thoughts and ideas.
5. Focusing on the customer experience
Brand awareness initiatives that are successful focus on the consumer experience and try to improve their purchasing experience. This can include delivering better after-sales services, more appealing packaging, or special discounts and prizes to clients.