Marketing Campaigns - 101

A marketing campaign is a set of strategies and activities to market a new or changed offering. A key feature that differentiates a campaign from an advertisement is the multiplicity of its outreach to the market. For instance, if your brand advertises through only one Facebook advertisement, many people who use other social media netoworks would miss the message. Furthermore, even Facebook users might not take your message seriously because you have provided only one touchpoint (one ad, once). In contrast, good content management sets up campaigns to engage more by using as wide a variety as  possible; like multiple channels (email, social media netoworks, apps and so on) and even multiple approaches over any single channel.

https://www.youtube.com/watch?v=PUSFicTOq0c

Objectives, Milestones & other success metrics

Before planning a campaign, figure out beforehand your goals, like lead generation, sales and so on.

Case studies

Metro Australia could not get young people to take heed of safety messages. To appeal to them, they embarked on the 'Dumb Ways to Die' campaign. The video needed to be very likeable and easy to be shared so that it could become viral. It needed not to appear like a boring advertisement but a fun and entertaining video. The catchy slogan 'Dumb Ways to Die' along with the catchy jingle succeeded in this end. At its release, it soon became the 3rd most shared video of all time, topping iTunes music charts in several countries. On YouTube and Facebook, the videos were accompanied by a Call To Action / CTA button that encouraged people to make a pledge to be safe around trains. Over 1 million people took the pledge. As with any good campaign, the campaign included other channels. Other channels included a children's book that also encouraged children to take the pledge on the website, outside murals that encouraged people to take selfies for Instagram where they could also take the pledge. There was even a smartphone game that also encouraged the taking of the pledge. Needless to say, numerous parodies emerged. Even schools used it for training. In the end, the Metro recorded a reduction in accidents and deaths by 21%.

John Lewis & Partners is a chain of upmarket retail stores in Great Britain that has become famous for its Christmas advertisements. In 2014, the store introduced Monty the Penguin across numerous channels that included a children's book, Monty toys, a Google Cardboard experience (Google Cardboard is a virtual reality application), store windows featured Monty, Monty clothing and other merchandise. The advertisements because viral over Facebook and YouTube with tens of millions of views, with nearly 7 million of those being shared within only the first 24 hours. The jingle reached 3rd place in the charts within the first weekend. Of course, as is often seen in viral content like this, numerous parodies emerged. WWF penguin adoptions rose by 600%. 

Look at a compilation of successful marketing campaigns of the decade 2010 to 2020. https://www.youtube.com/watch?v=UFxCzPU61vU

CONTENT RELATED TO MARKETING CAMPAIGNS 101

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