As companies gear up to market their brand in the new year, it is beneficial to reflect on the previous year’s most successful marketing campaigns and evaluate what can be learned from their success.
From brands such as Nike, Bud Light and Google, here are our top picks from 2018:
1. Nike’s “Dream Crazy”
Nike took the industry by storm when they released their “Dream Crazy” campaign featuring former NFL quarterback, Colin Kaepernick, who boldly stated at the end of the ad, “Don’t ask if your dreams are crazy, ask if they’re crazy enough.” This emotional campaign evoked a nationwide conversation and led to a 31 percent increase in online sales for Nike, as reported by The Washington Post. This ad showed that brands are able to use their platforms to engage in important political discussions and despite backlash, it was highly successful. The “Dream Crazy” campaign undoubtedly displayed the power brands can have in politics and influencing public opinion.
2. HBO’s “The Maze”
The Maze is an interactive game inspired by HBO’s television series Westworld. The game lets Westworld fans enter a new world of their own by talking to their Amazon Alexa device. “To find the center of the maze, [a user must] answer a series of questions across the levels: memory, improvisation, and self-interest”, as explained by Amazon. With interactive gaming on the rise, this could be a huge indicator of what’s to come in 2019.
3. Bud Light’s “Victory Fridges”
Another popular campaign with a quite different topic was Bud Light’s “Victory Fridges.” After the Cleveland Browns’ lengthy dry spell, Bud Light placed fully stocked fridges around the city that would be unlocked for fans to enjoy only after the Browns won a game. After the Browns’ victory over the New York Jets, the fridges were busted open, marking a second victory for the citizens of Cleveland. This simple yet effective idea enabled the brand to score a personal win from a football team’s victory and connect with an entire city.
4. John Lewis & Partners 2018 Christmas Ad
No stranger to top campaign lists, the John Lewis & Partners 2018 Christmas ad earned the number four spot. This strong storyline follows the career and success of world-famous singer, Elton John. John Lewis & Partners have proven year after year that the power of storytelling is what resonates with viewers and leaves a lasting impression for years to come.
5. Google Pixel 3’s “Top Shot”
A campaign that brought some comedic relief to 2018 was Google Pixel 3’s “Top Shot,” featuring a collection of moments we all know too well — the poorly timed click of a camera button. The ad showcased Google’s Pixel 3 feature that allows users to select the perfect picture out of a group of snapshots. This lighthearted ad and its positive reviews proved that laughter is the best way to connect with your audience.
Each of these campaigns started real conversations with the public. Whether bringing people together through laughter or engaging in important political and human rights-driven discussions, these stories proved their worth as 2018’s top campaigns.
If you’re looking for a year of powerful ideas to make your brand’s voice heard, we’re here to help in 2019. Happy New Year!