3 Digital Marketing Campaigns That Broke The Mould

Digital marketing was once seen as just another passing trend among the world of marketing, but as technology grew and became further integrated within our lives, so did digital marketing. Today, it’s one of the best ways to reach new and varied audiences, with useful mediums such as social media and video at our disposal. But as technologies change, there is a growing the need for the way we communicate with audiences to remain fresh and adaptive. Here are 3 examples of new and innovative digital campaigns that took a risk that paid off, finding creative new ways to reach our ever diversifying society:

   1.       Littlewoods ‘Live’ Campaign: With a need to build relationships with customers through their new online-only shopping format, the Littlewoods’ ‘Live’ campaign found an innovative and highly measured new way to get audiences to interact. They held hour-long celeb-hosted live shows, on which they would showcase a collection from their website and have live ‘Q+As’ with the celebrity host, at which point Facebook users could post questions and hear them read out and answered live. The first show was a huge success, leading to an increase of almost 300% in the first week sales after episode one was broadcast, leading them to continue with more live shows on a regular basis.

    2.       The Co-operative’s ‘Join The Revolution’ Campaign: As a society, we are very conscious of issues such as sustainability and poverty. So The Co-operative decided to run a multi-platform campaign aimed at making them the number one business in the UK for social responsibility. Their call to action involved a 60 second TV ad, social media and press campaign, all directing people to a web portal on which they could ‘join the revolution’ by signing up and choosing to contribute in their own way. They could choose from contributing locally, e.g. helping community projects to get underway, right up to more global issues such as Fairtrade. They increased their Facebook fan base by 400% and racked up 365,000 unique visits to the web portal, with 42,000 people signing up to take part.

     3.       Hive Bookstores Launch Campaign: Our society is very conscious of helping local traders, but more and more people are finding the convenience of online shopping much easier. So when Tangent Snowball created and launched the Hive Bookstores website, where you can shop online for books and entertainment from local bricks and mortar book shops, it hit a nerve with the general public. Needless to say the expert digital branding and social media strategy was what made the launch such a success, with people who weren’t necessarily as conscious of local shopping before now going out of their way to ‘shop locally, online’.

If you like this story, do share and tweet me @annmariehanlon, and share with me your own thoughts on these campaigns and others!

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