In an effort to share some thoughts about PRIME's thoughts on marketing and the profession of being an agency that handles multifaceted campaigns, we asked our team members a few questions about memorable campaigns. Our team ranges from experts on strategy, analytics, and messaging to graphic designers, software developers, and creative directors, so each answer is different. We thought this would be an exciting way to share different perspectives on a variety of topics. Here we go in the first of the series about standout marketing campaigns:
question: what is a marketing campaign that stands out in your mind?
JASON JOHNSON ANSWERS:
Three efforts stand out in my mind today, but I've seen a lot of wins in the 20+ years of doing campaigns. The first is the Most Interesting Man Alive for Dos Equis. "Stay Thirsty my Friends," gets stuck in your head. A second success is NIKE's Jordan/Mars Blackmon series of commercials. Spike Lee and the Glasses. Very iconic and different from the bland space that selling shoes was, at the time it came out. Lastly, the perennial favorite, Fed Ex - they have done an excellent job of mixing up the messages throughout the years and incorporating smart humor.
GREGG ALEXANDER ANSWERS:
I've always been a big fan of REI's Opt Outside campaign. First off, it is promoting an alternative to Black Friday Shopping by encouraging people to spend their Friday-after-Thanksgiving time outdoors. Second, it supports a healthy lifestyle and connecting with nature, something we all enjoy here in Bozeman. Lastly, it is not pushy about selling products at REI, and that may be the best thing about it.
This campaign resonates with people who are passionate about the outdoors, and it helps strengthen REI's brand by speaking to these outdoor enthusiasts who value experience over materialism. However, an essential piece of enjoying an outdoor adventure is using the proper gear to participate in an activity, which you can find at REI. You can't exactly go skiing or rock climbing unless you have the equipment. So yes, REI believes in outdoor recreation and wants to connect with people who enjoy outdoor recreation, and just in case you need some gear, REI has you covered. So #optoutside!
Ben Fjare ANSWERS:
In the early 2000's I thought the Coke Zero campaign was pretty impressive where they tried to sue themselves.
Lena Haines ANSWERS:
The Unicorn Frappuccinos from Starbucks. They identified a trending opportunity (#unicorns), made a very Instagrammable product, and got everyone to talk about their brand on social media for days. It was smart that they did it for only a limited time, which made for a significant demand in a small window. And you know everyone with an Instagram captured themselves trying a Unicorn Frappuccino.
Starbucks is an innovator in changing details to the look of products to stir online buzz. Plain red cups at Christmas, done. It's fodder for conversation, even though people were still drinking their decaf salted carmel mochas while they bemoaned the change. Brilliant.
ALEXA Audet ANSWERS:
The Pepsi commercial with Kendall Jenner - too soon? But seriously, Pepsi's campaigns stick out in my mind, not because I like Pepsi, I am more of a Coke kind of gal, but because they had always used awesome celebrities and great music. (Even if they did almost incinerate the King of Pop.)
Who can forget Britney Spears' Joy of Pepsi commercial way back in the late 90s-early 2000s during the great Pepsi and Coca-Cola feud? Needless to say, the masses rallied behind Britney and her beloved Pepsi, and since then, Pepsi has come up with some pretty kick-ass campaigns. My favorite Pepsi commercial of all time has to be when Pink, Beyoncé, and Britney throw down to We Will Rock You in the Colosseum. Check it out!
Shane Niederklein ANSWERS:
REI's opt-outside... perfect marketing campaign for them. Not having their store open on the busiest purchasing day of the year might be view as counterintuitive, but they know their customers well enough to put the outdoors above deals. The story it tells consumers is, we are one of you, who likes to hike, bike, ski, run, climb, camp, etc. We don't want to be indoors today any more than you. It makes for a great story. It also makes their value much more than just selling outdoor gear – they are selling a lifestyle.
Justin Brown ANSWERS:
Dollar Shave Club is the marketing campaign that stands out most in my mind. They were able to break the mold of a typical commercial by using a thick layer of sarcasm while talking straight to their potential customers. Dollar Shave Club's YouTube channel now gets a bunch of traffic from those original commercials.
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