- Nike: Just Do It.
Did you know that, once upon a time, Nike’s product catered almost exclusively to marathon runners? Then, a fitness craze emerged — and the folks in Nike’s marketing department knew they needed to take advantage of it to surpass their main competitor, Reebok. And so, in the late 1980s, Nike created the “Just Do It.” campaign. It was a major hit. In 1988, Nike sales were at 800 m USD; by 1998, sales in excess of 9.2 B USD. “Just Do It.” was short and sweet, yet encapsulated everything people felt when they were exercising – and people still feel that feeling today (Household phrase?? – the author) . Don’t want to run five miles? Just Do It. Don’t want walk up four flights of stairs? Just Do It. It’s a slogan we can all RELATE TO: the drive to push ourselves beyond our limits.
- Dove: Real Beauty
Image Credit: coull
“Imagine a world where beauty is a source of confidence, not anxiety.” That’s the tagline for Dove’s “Real Beauty” campaign, which has been turning heads since its launch in 2004. It’s a simple but effective approach to persona marketing: They created ads around a topic they knew was subtle but meaningful to their clients.
The results? The different videos showing Dove’s sketches were viewed more than 100 m times, shared 3.74 million times, uploaded in 25 languages, and seen in 110 countries. The PR and blogger media impression amounted toover 4 billion times. It clearly resonated with their audience – and people were touched both by the ads and by the statistics Dove used to back up their message.
- De Beers: A Diamond is Forever
Image Credit:BBC News
In 1999, AdAge said De Beers’ “A Diamond is Forever” the most unforgettable slogan of the twentieth century. But the campaign, which the idea that no marriage would be complete without a diamond ring. De Beers presented the idea that a diamond ring was a necessary luxury.
According to the New York Times Ayer’s game plan was to “create a situation where almost every person pledging marriage feels compelled to acquire a diamond engagement ring.”
- Old Spice: The Man Your Man Could Smell Like
Image Credit: Coloribus
The very first part of Old Spice’s “The Man Your Man Could Smell Like” campaign launched in February 2010, was the following commercial. It became a viral success practically overnight: that video has over 51 million views as of this writing. Several months later, in June 2010, Old Spice followed up with a second commercial featuring the same actor, Isaiah Mustafa. Mustafa quickly became “Old Spice Guy,” a nickname Wieden + Kennedy capitalized on with an interactive video campaign in which Mustafa responded to fans’ comments on Facebook and other social media websites with short, personalized videos.
In about two days, the company had churned out 186 personalized, scripted, and quite funny video responses featuring Mustafa responding to fans online. These videos saw almost 11 million views, and Old Spice gained about 29,000 Facebook fans and 58,000 new Twitter followers. The lesson here? If you find your campaign’s gained momentum with your fans and followers, do everything you can to keep them engaged while keeping your messaging true to your brand’s voice and image.