3 of the Most Effective Marketing Campaigns of All Time
Advertising should never be just after thought. Too often, businesses make the mistake of believing a good product speaks for itself, but the times when that held truth are long gone.
It's easy to see advertising as the cosmetic touches on top of a solid foundation. However, these examples prove that in many cases, it's the advertising campaigns themselves that form the backbone of some of the world’s most successful companies.
There is more than meets the eye when it comes to advertising. Choosing the right advertising agency is a critical step in building a brand. Nowadays, according to StrawberryFrog.com, the best advertising agencies are creative enterprises that focus on cultural movements and take a
big picture approach.
Historically, these features have proven the key ingredients for success. The following 3 marketing campaigns were the most successful in advertising history, and they all had one thing in common: a brilliant advertising agency working for them that knew how to pitch their products.
1. De Beers: "The Diamond is Forever"
Outside of the diamond industry, diamonds aren’t worth much. They’re abundant, and the Earth is constantly making more of them. Diamonds do have some practical uses thanks to their hardness, but this value is more akin to other industrial materials like steel and aluminum.
Nevertheless, "A diamond is forever." This simple slogan set the tone for the twentieth century, building an entire industry by inventing the necessity of a diamonds in every marriage proposal.
De Beers is a fascinating example of the power of rock-solid advertising.
2. Anheuser-Busch: Whassup
In the United States, where Anheuser-Busch is located, it's illegal to show an actor actually drinking a beer on television.US citizens might find this fact difficult to believe as beer commercials are so common. But it’s true—this is one industry that has always been forced to invent creative marketing solutions. It also succeeds time and again in making their product look refreshing without showing visual evidence!
Perhaps the stand-out example of this was in 1999 when Anheuser-Busch released their "Whatsup" campaign. The initial commercial featured 5 men speaking on the phone, all in the same call, simply parroting the "whatsup" (a play on the phrase "what’s up") to each other. A ridiculously simple concept—simpler yet to film—that successfully captured the spirit of friends bonding over the game while drinking beers.
3. Apple: Get a Mac
Personal computers were a new trend in the late 90s and early 2000s.While computers were somewhat common in work and school environments, computers in the home hadn’t completely taken off. For most, computers were still a special kind of technology best left to professionals. That is, until 2006, when Apple released a campaign that made their Mac computers appear much friendlier to the average consumer.
They did this simply by showing people, instead of computers. The ads featured a hip and personable young man, who identified as "a Mac" having a conversation with a much less approachable personification of a Windows computer—a gentlemen in a suit and tie sick with a virus.
The idea of manifesting the concepts of these two computer types as human beings forever changed home computer use in the public eye.
These three marketing campaigns might seem like they got a lucky break, but they all have a couple key ingredients that led to their success. The first is strategy. These marketing campaigns knew their audiences well.
Rather than simply casting a wide net, marketing strategists did their homework, carefully selecting and understanding their target audiences.
After the research is done, the campaign needs a creative touch. All three campaigns here had a specific problem to overcome, and it’s the creative solution to that problem that made them so successful. In the Anheuser-Busch ad, they couldn’t simply use the power of suggestion and show actors drinking beers over and over until their audience became thirsty. They had to communicate a different aspect of the product—the atmosphere.
With Apple, advertisers needed to address the general lack of familiarity the public had with computers. They had to familiarize computers without showing them. And De Beers had the biggest challenge. Their product had no market whatsoever, but one powerful slogan changed that.
No matter the product or industry, advertising is not just image, it’s a crucial part of the foundation of any brand. So if you needed any more convincing that investing in an advertising agency is essential to the success of your business, here it is. Now the ball is in your court.