As marketers, we have that one effort which we may see as a favored. Gorgeous efforts are emotion: Joy, inspiration, liberation, excitement … the list continues on .
For me, when I consider content advertising campaigns that are amazing, I switch to food. Quick food marketers have a history of successfully building huge interest for fresh menu items or even poking fun at competitions through social media. A campaign can go viral, if men and women participate in the exchanges.
Thus, the summer of the chicken sandwich, headed by fast food chain Popeye’s, takes the cake for my favorite effort. When Popeyes’ chicken sandwich appeared on menus, what ensued was a slew of positive tweets, which escalated into a phenomenon.
I love this campaign because the response came as a surprise — such a surprise, in fact, that less than two weeks later, the Popeye’s team had to officially declare they’d run out of chicken:
Y’all. We love that you love The Sandwich. Unfortunately we’re sold out (for now). pic.twitter.com/Askp7aH5Rr
— Popeyes Chicken (@PopeyesChicken)
August 27, 2019
… And then, the sandwich returned a mere month later in a 30-second announcement. An announcement that, in true fast-food wars fashion, took a moment to jab at competitor, Chick-fil-A:
Y’all…the sandwich is back Sunday, November 3rd. Then every day. 🤯🔥 pic.twitter.com/JDxyCIv0zz
— Popeyes Chicken (@PopeyesChicken)
October 28, 2019
Viral marketing campaigns show us how much power there is in marketing. But that’s just my favorite example. Let’s take a look at the favorites of HubSpot content marketers.
1. Pepsi Max’s Uncle Drew
“One of my favorite recent content marketing campaigns is Pepsi Max’s Uncle Drew series. This absolutely ridiculous series of webisodes that ultimately led to a full-length feature film was hilarious, entertaining, memorable, and still highlighted Pepsi products despite having its own plot line. Although the movie’s reviews were subpar, this series and film were awarded with a 2019 Clio Award.”
“I think this is a fascinating example of how a brand marketed its product and ultimately created a character that could get audiences to buy movie tickets for what was essentially a two-hour Pepsi commercial. ” – Pam Bump, Audience Growth Writer
For more information about Uncle Drew, check out this Clio winning campaigns post.
2. Nerdwallet’s “You Deserve the Best” campaigns
“I’m in love with how Nerdwallet does material. Nerdwallet’s aim is to develop into the destination resource for whatever money. Their whole site is really a content engine, providing useful and helpful advice upfront, such as their own’You Deserve the Best’ campaigns, so offering a roundup of helpful financial resources at the beginning of each year:.gif)
They don’t push their offerings, however they are helpful and visible should someone need to take their money game to another level.” — Amanda Sellers, Historical Optimization Writer
3. Activia “Don’t Tell Me I Can’t”
“You know it’s a great content advertising campaign when you send it for a mom with the message: I am aware that it’s technically an advertisement, but you must see this. That’s how I felt regarding Activia’s’Don’t Tell Me I Can’t’ movie effort:
“Activia is a probiotic yogurt company, but the company’s ad has little to do with yogurt and everything to do with authenticity, vulnerability, and what it means to be your own harshest inner critic. I teared up out of a sheer sense of,’Oh my God, I believe like that, also’ — what more could you want out of a marketing campaign?” — Caroline Forsey, Editor of HubSpot’s Marketing Blog
4. Nike “Show Them What Crazy Can Do”
“This campaign, narrated by Serena Williams, struck the right chord for me. As someone who has been a life-long athlete, the campaign makes me feel a variety of emotions. But no matter what you feel while watching their video, Nike’s motivational and encouraging message to female athletes is clear.” — Kristen Baker, Content Marketing Manager
5. Lover album release effort
“Every time Taylor Swift is about to drop an album, her fans know about it before the media even catches on. That’s because Taylor Swift’s marketing, while predictable, is extremely effective. For her recent album Lover, she began her marketing campaign by commissioning a mural in Tennessee. People began speculating, and she then transitioned her marketing to Instagram:
“Without announcing an album, Taylor Swift will begin changing the whole look of the Instagram. Her attempts are effective because there’s a lot of suspense and hints that arrive with a statement .” — Rebecca White, Jr.. Staff Writer
6. Squatty Potty’s humorous commercial
“I like anything that makes me laugh (which is true simple ). Squatty Potty made a funny effort that somehow schooled me on my physiology in precisely the identical moment — and taught me about the product I never knew I needed.”
“Their light and light approach to an unmentionable topic led to a effort that I’ll never have the ability to escape my mind. Not to mention, the effort boosted sales by 600%.” — Christina Perricone, Content Marketing Manager
7. Jeff Hoffman’s email marketing campaigns
“I love Jeff Hoffman’s email advertising campaign supporting his company’s weekly webinars for sales professionals. The cadence of the emails is not overpowering (once/week), but what really grabs me would be the topic lines/topics he and his staff select. They are SO directly to the stage pertinent to his audience, and really communicated.
“I love a good flashy, multifaceted content marketing campaign as much as the next marketer, but there’s something so refreshing about clear communication, expertly chosen content, and a simple CTA. His emails are also written in a tone that is incredibly conversational — the reader can’t help but be drawn in. One of his recent emails was signed “Happy Selling (Hell, happy anything these days!) ” and I loved how it was so in tune with how most sales professionals are feeling right now.” — Meg Prater, Managing Editor, HubSpot Blogs
8. NPR’s Tiny Desk Contest effort
News radio provider NPR has a great deal of programs, but my favorite by far is their Tiny Desk Concert show, which has 3 million subscribers on YouTube alone. Tiny Desk hosts musicians, even with crowds large or small, in NPR’s office or in their homes, and they put on an intimate concert:
The group behind NPR’s Tiny Desk show realizes not every guest has the identical degree of celebrity as artists such as Lizzo or even Harry Styles. So, every year, they host a contest, in which unsigned, independent musicians can publish a DIY Tiny Desk concert for the opportunity to win one of their own:
Because it highlights the lifestyles that separate musicians can lead, this commercial is an excellent promotional tool. I like this effort because it provides a spotlight to smaller artists that would have the identical sort of vulnerability to audiences that NPR has.
The voucher is excellent in being relatable and instills a feeling that anyone has the chance to create something. Additionally, the contest home page is an outstanding resource — submitters can discover previous winners, their concerts, and may check out competition beneath the”Watch Entries” tab.
“Tiny Desk Contest” campaigns create NPR more accessible to the audience of music fans. It enables audiences to contribute to their publication and construct their own professions, and I love how relatable the advertising messages are.
These campaigns every have something marketers. Whether it’s to link with the emotions of viewers — such as pleasure or laughter — or to develop a exceptional new use and voice it to each bit of content.
When you think of your effort, what stood out for you? For me, I always look for the response of the general public. Like seen with the Popeye’s effort, a effort is measured, in part, by audience response.
Popeye’s got to delight in the explosion of word-of-mouth-marketing along with great timing. What are a few of the tactics your campaign employed?
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