Think of a soft drink, which is the first brand that comes to mind? Coke. What of a tissue? Straight off the bat, Kleenex comes to mind.
They have conducted multiple successful brand awareness campaigns that deeply ingrain their brand in their audience. You might be quick to point out they have massive marketing budgets at their disposal to run ads on billboards and TV.
That might be true, but they also run creative digital marketing campaigns to increase their brand awareness and recognition which by far is the most effective form of increasing brand awareness.
In this post, we will dive into various successful brand awareness campaigns to inspire your own marketing efforts.
1. Hellmann’s #ReciTweet created personalised meals for fridge raiders.
With a bit of creativity, you can spark social chatters around your brand by leveraging Twitter.
Hellmann’s Brazil ran a campaign on Twitter using the hashtag #ReciTweet. Users who used the hashtag received personalized recipes based on what was on their fridge.
They ran this twitter campaign to inspire shoppers to use its condiment in new and exhilarating ways.
Hellmann partnered with a known recipe website in Brazil, Recipedia. By tweeting the ingredients on their fridge with the hashtag #PreparaPraMim (PrepareForMe), Hellmann’s fans received personalized recipes from Recipedia.
In one day, the campaign generated 22 million impressions with an engagement rate that is 3 times the national average for twitter.
- To effectively use Twitter for marketing, create creative and engaging content that users can interact with.
- Leverage hashtags, either popular hashtags or create your own branded hashtags. Hashtags indicate your content is relevant to a certain topic and draws in more followers.
- Have a defined target audience. This helps you in coming up with content that resonates with them leading to a more engaged audience and a successful campaign.
2. Washington Wizards got 72% of their ticket sales from new fans earned through Google Ads.
During the 2013-2014 NBA season, the Washington Wizards made it to the playoffs for the first time in five years.
They wanted to capitalize on their success by bringing in new fans and increasing ticket sales from audiences in the mid-Atlantic region
To attract an audience outside of their fan-base, they had to look for other ways other than social media, local news, traditional print and radio.
They turned to Google Ads and used Google ad extensions.
Instead of competing with ticket brokers for popular keywords, they used specific keywords in the ad extensions.
For example, someone searching for the wizard’s schedule would see an ad with individual game match-ups tailored to his or her interests.
The campaign’s return on ad spend for the season jumped by 293%, 72% of ticket sales came from Google Ads and they attracted new fans from the mid-Atlantic region.
Conduct keyword research to find low hanging keywords that have minimum to low competition. The lower the competition of a keyword the more likely it is to succeed in rankings.
3. Capgemini drove nearly 1 million new visitors to their site through content marketing.
Capgemini had a low brand awareness and needed to boost its brand to surpass their competitors.
They wanted to invest in paid advertisements in magazines and airports because they saw their competitors reap success from this strategy.
Their brand campaign manager was of a different opinion and realized the underlying problem was a lack of engagement with their customers and going on an investing spree in advertisements would not solve their low brand awareness.
A content marketing plan was set out that would engage with Capgemini’s target audience and at a much lower cost.
The content marketing strategy was based on storytelling and answered questions and challenges on topics their target audience faced such as big data and the Cloud.
The content marketing strategy generated over $1 million in sales in the first year, got over 100,000 new followers on LinkedIn, 1 million new visitors to their website and got over 1.8 million shares on their content.
- As much as competitor research is important, copying their successful marketing campaigns may not work for you as it did for them.
- Develop content that resonates with your target audience to improve customer engagement with your brand.
4. Cleveland Clinic used the power of empathy to increase brand awareness.
The clinic set out to influence their workforce to embrace the value of putting patients first. So they created a video entitled “Empathy: The Human Connection to Patient Care.”
While the video was initially intended to be distributed internally, the content marketing team saw the potential value of releasing it out to the public. They posted it to their social media pages and on their own blog.
The video went viral and was widely shared. It garnered over 5 million youtube views. The hospital blog also received a ton of visitors and is now the most viewed blog in the US.
Most brands are incorporating videos in their content strategy. To stand out and be memorable, create videos that trigger human emotions. After all, we are emotional creatures.
Arcaplanet is a pet store with various outlets in Italy. They wanted to increase their brand awareness and encourage pet owners to visit one of their stores.
They decided to use Facebook to run a giveaway promotion for pet lovers. Customers could get a free gift when they spent over €50.
They ran engaging, made for mobile ads with their hashtag #ilovepets targeting people with pet-related interests and lookalike audience based on their Facebook fans.
They also ran video polls on their Facebook newsfeed to create engagement with people visiting their Facebook page.
Over the three weeks of the awareness campaign, Arcaplanet garnered 12 million video views, 15 point lift in ad recall ( more people could remember seeing their ad if asked within two days) and 388 online purchases.
- Organic reach from posts on Facebook is minimal these days due to their change in algorithm. Run Facebook ads targeting your target audience based on their interests.
- Create engaging creatives ( images and videos) to captivate your audience and write copy that encourages comments, likes or/and shares.
- Run contests and polls to spark conversation around your brand. As people take part and share your contests with friends and family, more people would familiarize with your brand. Knowing your audience well would help you in coming up with polls that engage your customers.