Digital marketing is an arena where taking risks and going for the new may either pay off brilliantly, or fail miserably. When taking new steps into the unknown, it is best to look at what the giants before you came up with. Here are a few examples of new campaigns launched by flagship corporations:
- McDonald’s: With the purpose of launching their iced smoothies, McDonald’s launched an app. They released commercials that asked users to pick a fruit on the app’s interface. The last commercial in the series would reveal the answer, and if you’d picked the same fruit as the one displayed on-screen, you won a free smoothie! This strategy was accomplished by syncing up the TV schedule with the app, second by second – giving users the illusion of interacting with the commercial in real time. This little stunt drove up sales by almost 20 percent! The app also featured an option that allowed users to know what channels were currently featuring the ads, driving the focus to commercials instead of actual TV content.
- Sephora: Sephora launched a campaign to target their selective consumers (who buy only certain products from Sephora and the rest from their competitors), wanting to educate them on the expertise of their staff. Each Sephora employee is trained under either of the two institutions – Science of Sephora or University of Sephora. Upon finishing their training, every employee is titled the expert of a colour, fragrance or a type of skincare. To popularise this message, Sephora launched a Beauty Expert Makeover Contest, with an app that users could upload pictures on, and give a virtual makeover to themselves in the picture. The pictures were then uploaded to the contest page, where everyone could view the virtual makeovers and vote for the best ones. This was further catapulted by physical interface devices in shopping malls that allowed people to give someone a virtual makeover while they sat in front of them, and their faces were projected on a screen. This campaign was effective because it was widely talked about both on social media, as well as in everyday conversations.
- One Plus: One Plus has a variety of strategies that helped it rank this high for such a young brand. For starters, most brands conduct launch events wherein they invite influencers to test out their product. The influencers often have to film in poor lighting amongst heavy crowds, and create content to be posted on their channels. However, One Plus actually sends influencers their products roughly one week before launch, so that they can unbox it and film for their channels in the comfort of their own studios. The brand was initially marketed as a flagship killer, and even though their prices say differently today, the label has still stuck in the minds of the people. One Plus actually follows the system of ‘Steady Pricing’ – which it copied from Apple. They do not increase or decrease prices after they launch a phone until the next model is released, as discounts after launching make consumers question the validity of the launch price. Pricing it steady also helps consumers remember the exact price of the product in the long run, which increases brand recognition. One Plus also does not release more than one or two models in a year, however – they do launch the colours of their models across different time spans. Not launching all the colours at once helps the brand stay in the news for longer periods of time. One of the strongest advantages of One Plus is that they don’t really have anything that is different or new in any of their models. The specs of each of their models are quite similar to other brands – which means that they save massively in terms of research. These savings are passed down to the consumers, which helps One Plus compete in pricing.
- Starbucks: Starbucks has positioned itself today as an everyday coffee luxury experience, making it expensive-but-only-just-affordable for the average joe. It’s marketing strategies are as unique as the branding, and they are constantly evolving as well. Starbucks teamed up with the popular music app – Spotify, and launched a music contest to engage consumers into creating a winning playlist to be used across Starbucks stores. The brand is majorly threatened by local coffee shops that often provide a similar quaint experience at a low cost, and hence, Starbucks has made consistent efforts to keep changing and improving. The company actively engages with the consumers on social media platforms instilling a sense of community in them. To further distinguish themselves, Starbucks also created the concept of their own gift cards, to deepen the sense of luxurious investing in the audience’s mind. The brand also creates accounts for regular consumers, to expand their point based buying system. One of the most popular initiatives of Starbucks has been the ‘Starbucks Ideas’ website that allows consumers to submit feedback in the form of a suggestion, an improvement or maybe even a new recipe to be tried out!
The above examples, although undertaken by the industry giants, have humble and simplistic ideas at their origin. Such initiatives could also be adopted by small time businesses, or maybe you could even modify some of these to best suit your product! We hope these instances gave you an idea, or maybe even some inspiration at best. Happy marketing!