Award Winning Marketing Campaigns And The Brains Behind Them

Through the web, TV, social media and a good old fashioned billboard or tube advert, we are exposed to thousands of ads every single day. Each one works hard to be meaningful and impactful in modern busy life. But what is it that makes something stick in our memories? What are the best marketing campaigns of all time and what makes them award-winning? We’re going to dive into a world of talking meerkats and drumming gorillas, to find out how some of the world’s best marketing campaigns add fuel to our emotional fires. We will explore how to find that golden ticket to a virally successful marketing campaign; that slogan that captures our attention so well that it is stuck in our head for decades, or that story we watch that compels thousands of us to donate. Stay with us, for this exciting trip through the best marketing campaigns ever. Well, of the last 50 years at least.

The Anatomy of a Successful Marketing Campaign

Sadly, there’s not a grandmother’s marketing recipe that we can follow as gospel, pop in the oven and out comes a perfectly golden, sweet smelling campaign. Rather it’s an intricate equation that has to balance creativity with customer insights. It has to present to the audience a product or service, without the audience really recognising that they’re being advertised to, otherwise they’ll tune out. An award-winning campaign has to tell a story, embroidered with elements of poignancy or humour or surprise. Simple, eh?To take this exploration out of the abstract and unachievable and into the realm of tangible and understandable, we are about to bombard you with examples of some of the most outstanding and memorable marketing campaigns of recent years. Let’s begin our adventure into the best digital marketing campaigns around the world.

The Elements of Campaigns that Resonate

When someone says ‘I’m lovin’ it’ or ‘Just do it’, it doesn’t take two seconds to link these phrases to the companies that started them. Nike’s simple slogan has become emblematic of the brand; it was an emotional hook that has continued to catch potential customers since the campaign launched in 1988. Wieden, the brains behind the iconic ad, revealed in an interview that the phrase was inspired by the final words of a death row inmate, who, facing execution, said, ‘You know, let’s do it’ - a pretty macabre origin story of what turned out to be one of the world’s most successful, inspiring campaigns. But more on Wieden later. A common aspect of the best marketing campaigns at Cannes Lions is a company’s ability to incorporate an understanding of the intersection of a human truth and a brand value. It’s not enough to simply advertise a product or put on a wildly creative show, a brand’s creativity must bring to life a consumer tension.Successful campaigns can be humorous, they may entertain in a cheeky and unexpected way such as the Snickers campaign, ‘You’re not you when you’re hungry’. This chocolate ad played off the human truth that people don’t act like themselves when they’re hungry: tongue-in-cheek humour and non-conformity contributed to the campaign’s enduring success.Surprise, amusing juxtaposition and entertaining analogies are powerful tools in successful marketing. For instance, Old Spice's "The Man Your Man Could Smell Like" campaign revolutionised advertising by presenting an unconventional and humorous portrayal of masculinity. Starring Isaiah Mustafa, the campaign featured rapid-fire scene changes, whimsical scenarios, and witty one-liners, all within a single uninterrupted shot. By showcasing the Old Spice body wash as a transformative and confidence-boosting product in an entertaining and unexpected manner, the campaign left a lasting impression, solidifying Old Spice as a brand synonymous with humor, masculinity, and memorable marketing.

Finally, the element of marketing that we will forever be returning to - storytelling. Powerful storytelling is the linchpin of impactful marketing campaigns, going beyond mere product promotion to create an emotional connection with your target audience, helping to make the brand more memorable and meaningful.The Apple Watch "911" campaign masterfully used storytelling by featuring real-life accounts of users whose lives were saved by the device. These narratives resonated deeply with the audience, emphasising the product's life-saving capabilities and fostering a sense of trust and reliance among consumers. Similarly, Save the Children's "Most Shocking Second a Day" video, (we may have possibly had something to do with its creation) poignantly harnessed storytelling to raise awareness about the Syrian refugee crisis. By framing the story through the eyes of a British girl experiencing the horrors of conflict, it aimed to combat British apathy and compelled viewers to empathise and engage with the cause. We included the clear and impactful message, ‘Just because it isn’t happening here, doesn’t mean it isn’t happening’ to ensure that this advert would stick in people’s minds. As a result, Save the Children’s Youtube channel has increased in engagement by over 1000%.So, if you want to create a successful marketing campaign, focus on being unexpected and entertaining, make use of current cultural moments and find ways to apply storytelling and creativity to emotionally connect with your audience. Bish bash bosh. An award-winning campaign is born.

Crafting Memorable Calls to Action

A call to action is not someone shouting for you to come over and do star jumps with them, but rather it’s the last piece of messaging that gets people to do the thing that you’ve been trying to get them to do. Arguably, it’s the most important part of digital marketing efforts, the final touch that nudges people into action.Call-to-Actions (CTAs) have transcended the conventional 'click here' approach, evolving into a concept that will significantly impact user engagement and conversions, so it’s important to get it right. CTAs should make the most of strategic language, as well as vibrant visuals, and personalised appeals. Take Netflix, for example—they use CTAs personalised to the audience’s tastes, making it super easy for you to find your way around. Amazon also uses strategically positioned CTAs to guide users toward purchases. As CTAs can adapt to user behaviours and preferences, they have become potent tools for driving meaningful engagement and boosting conversion rates.How do you make a good one? Give your audience a reason to react; use strong words to start and make sure they provoke those itchy feelings of anticipation and enthusiasm. Take advantage of FOMO and play on the idea of scarcity to create a sense of urgency in the required action. Sneaky, we know, but very effective.

The Power of Content Marketing

Let’s dissect what makes a golden award-winning marketing campaign in a little more detail. Content marketing is broad reaching and interrelated, like vines growing up a wall. Each stem of content has its own value but when woven with the rest of the vines, it is a super healthy and successful plant. Through content marketing, you are able to build brand visibility and recognition. By sharing accurate and reliable content across platforms, you help to establish your brand’s authority and trust. Just like you currently reading this article makes you trust us more, and convinces you that we do know what we’re talking about…right?Blog posts are one great way to drive traffic and showcase your expertise; HubSpot’s blog, for example, offers in-depth exploration of topics that help to establish HubSpot as an authoritative voice. Video content can engage your audience through captivating storytelling, such as how Red Bull markets their product through their extreme sports and adventure videos to align their brand with a high-energy lifestyle. Or podcasts can reach audiences who prefer listening to reading; i.e. The Marketing School podcast by Neil Patel and Eric Siu establishes themselves as industry leaders by dedicating their podcast to insightful discussions about marketing, without directly promoting their services.Whatever way you choose to help your knowledge and reputation solidify, always keep in mind one thing: optimise, optimise, optimise (okay, maybe three things). Optimising for SEO will boost your website’s search ranking, as search engines will prioritise the fresh, relevant content.

The Relationship Between SEO and Content

SEO and content share a dynamic friendship, like the best pals who always have each other's backs. Yet, in the world of digital marketing, there's often a bit of head-scratching about how they're different but work seamlessly together.SEO works like a digital superhero for your website. It boosts your site's rankings by tweaking your web pages, adding local keywords, and being the life of the social media party. This isn't just about getting clicks; it's about keeping users engaged and glued to your digital space.Content marketing is all about creating and sharing valuable, relevant, and entertaining content online to engage and connect with a target audience. It goes beyond direct selling and pushing your product or service in the customers’ faces. Instead, it should focus on building relationships by providing information and entertainment that resonates with the audience's interests and needs. Content is a strategic tool to foster brand awareness, build trust, and maintain a consistent online presence, ensuring that your company remains relevant and valued in the eyes of your audience.But how do they complement each other? Well, high quality content is SEO's ride-or-die. Adding in keywords across the well thought out content helps it shine on search engines, driving more traffic, and establishing your company as an industry leader. When it comes to the audience, content is tailor-made for them, seamlessly weaving in SEO keywords without sounding forced.Sure, SEO gets a bit technical with its search engine know-how and analytical approach using tools like Google Analytics. It might sound dry, but trust us, it's the most important ingredient for growing your traffic and climbing those rankings. So, in the realm of SEO and content, think of them as the ultimate power duo to make your digital presence more prominent.

Social Media's Impact in The World of Marketing

One side of content marketing that we have yet to touch on, is the all important, all consuming world of social media. In the dynamic realm of marketing, social media marketing is a powerhouse in shaping narratives and driving engagement. By taking a closer look at some significant social media campaigns, we can learn more about the secrets to achieving online virality and broadening reach.Take, for instance, the clever and relatable approach of Tesco's "Food Love Stories," where everyday moments around meals are transformed into captivating content, fostering widespread connection. Or the British Heart Foundation's "Restart a Heart Day", which leverages social media to spread life-saving knowledge, using shareable content to extend its impact. These campaigns demonstrate the winning combination of authenticity, relevance, and audience engagement, proving that social media isn't just a platform; it's a strategic arena where brands can make memorable campaigns with far-reaching effects.Social media platforms are dynamic channels for content distribution and for connecting with your audience; it’s about having a two-way conversation for greater engagement. Ryanair for example, has become known for its witty and really quite amusing social media presence. Through clever content creation and timely responses, Ryanair has transformed its social media into a powerful tool for building brand personality and fostering online communities.The exploration of these social media campaigns highlights the transformative power of authentic, relevant, and engaging content. Social media is not merely a platform for distribution but a strategic realm where brands can create lasting connections and amplify their impact. You can read more about how to harness the power of social media here.

Titans of Marketing and Their Legacy

Advertising stands apart from other industries, there is a unique blend of fame and notoriety surrounding those who craft remarkable campaigns and attain high levels of success. There are some luminaries whose achievements offer invaluable lessons for all. We've handpicked a select few to highlight - individuals that we can all glean insights from and pay homage to their contributions.First in the spotlight is someone we've already mentioned because he's just that impressive: Dan Wieden. He's half of Wieden and Kennedy, who were the masterminds behind the legendary 'Just Do It' Nike Campaign. Wieden earns his spot on our notable list for playing a crucial role in propelling Nike to success in the '90s and for crafting iconic campaigns for Honda, McDonald's, Coca-Cola, ESPN, and more. Embracing the age-old saying, 'rules are meant to be broken,' Wieden and his team have rolled out numerous standout campaigns that are intuitive and unforgettable. Their philosophy revolves around the notion that excellence is more of an experiment than a fixed formula.Next we have David Ogilvy, the father of advertising himself, who professed, “Unless your advertising contains a big idea, it will pass like a ship in the night.” He said that only by creating curiosity around a product would people buy it; the less an advert seemed like an advert, the more easily it would attract an audience. He was a pioneer of the ‘soft-sell’ approach that didn’t insult the audience’s intelligence.Some of his most famous campaigns included Rolls-Royce, which had the tagline, ‘At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock’. This highlighted the exceptional quality and craftsmanship of the car, emphasising it as a luxury product. Moving away from dead white men territory, Bonzoma Saint John has played an important role in changing the marketing landscape. Renowned for her role as the former CMO of Netflix and her impactful contributions at Pepsi and Uber, she stands as a leading voice in the industry, deserving of our attentive ears. Saint John champions a departure from cookie-cutter campaigns, advocating instead for the infusion of personalisation and nuance.Her stint at Netflix wasn't just about binge-worthy shows; she revamped how content was promoted, making it unique and personalised. Take Pepsi's "Live for Now" campaign—Saint John turned soda advertising into a cultural rendezvous, tapping into the craving for real, in-the-moment experiences. At Uber, she became somewhat of a trendsetter, proving that marketing isn't just about reaching people but connecting with them.

Timeless TV Commercials

Now we’ve looked at the titans behind some of history’s greatest campaigns, let’s turn our attention to some of the best ads themselves; the timeless TV commercials featured in this list hold a certain charm, which has left them etched into our memories.In 1984, Apple made use of the fact that their Macintosh computer, a futuristic phenomenon in itself, was coming out in the year of 1984. The iconic commercial has become considered by many as the best Super Bowl ad of all time. Airing only once, it created a lasting impact by blending elements of humour, emotion, and brand messaging. Director Ridley Scott helped to position Apple as a creative and humanistic alternative while casting its competitors as staid and robotic. Directed by Ridley Scott, the ad cleverly played on Orwellian themes, creating a memorable moment in advertising history that was the perfect combo of topic, timing, and technique.

Without even mentioning their brand or product until a brief second at the very end, Cadbury's Dairy Milk "drumming gorilla" ad took a unique approach to reintroduce fun and excitement to the brand. The ad captivated audiences with a gorilla drumming to Phil Collins' "In the Air Tonight." The purple backdrop emphasised Cadbury's branding and aimed to showcase the emotional experience of eating their chocolate. This unexpected and entertaining approach not only held the audience's attention but also resulted in a 9% boost in sales.

Haribo's "inner child" ad is fueled by creativity, employing a unique approach by featuring children's voices in a boardroom setting for adults. This infusion of quirkiness and playfulness creates an unexpected scenario; the memorable characters and infectious jingle "Kids and grown-ups love it so, the happy world of Haribo" further enhance the ad's success, effectively capturing the attention of both children and adults. The blend of humour, surprises, and an irresistible melody makes it an ad that doesn't just catch your eye but also wins a place in your heart. Haribo nailed it with a commercial that's not just memorable but a whole mood for both kids and grown-ups.

A Spotlight on The Best UK Marketing Campaigns

The indicator of a good campaign is the kind you will hear repeated in playgrounds by kids. Compare the Market’s Meerkat ad campaign is exactly this. They have excelled in creating a distinct and memorable brand identity through the creation of the iconic Meerkat Aleksandr Orlov, with his Russian accent and catchphrase, ‘Simples’. What really drives this campaign and why it’s up there on our list of some of the best marketing campaigns UK favourites is the element of storytelling, focusing on the characters of Orlov, Sergei and the little baby meerkat Oleg. Orlov is the first advertising character to have his own Twitter account. He doesn’t tweet links to the Compare the Market website or special offers, but rather the character and the meerkat series has become so renowned that he himself can bring traffic to the website. Whether you love them, hate them, or feel indignantly indifferent towards them, Christmas adverts have become a cultural phenomenon. John Lewis’s ads in particular are highly anticipated each year; managing to capture our hearts and minds each December through their emotional resonance and charming narratives. What’s important to highlight with John Lewis is how much changed for the company when they moved their marketing away from product-oriented displays like those over the top corny sofa sale adverts, and into the realm of storytelling. The idea of ‘Let us tell you a story about how people feel when you give them a present’ completely captures the public’s imagination. With heartwarming storytelling and creativity, British marketing shows we have a knack for tapping into the emotions and needs of a diverse audience.

Navigating the Digital Landscape

Diving into the adventure that is digital marketing, means you have to navigate a super busy online world where having a smart presence is key. Think of landing pages as your online shop windows, carefully designed to guide visitors smoothly to do what you want them to do. Then, there's the Pay-Per-Click (PPC) stuff—a duo of creative and analytics that puts your brand right where your target audience can see it.It’s also important to consider referral programs. They help to grow the family and turn your own happy customers into a squad. Landing pages are the first friendly handshake, PPC campaigns as a super catchy song playing in the background, and referral programs as your squad cheering you on. Blend them all together, and you've got the recipe for a successful digital marketing strategy– capturing attention, turning curious clicks into loyal customers, and sending businesses all help contribute to your brand achieving digital success.

Looking into the Future of Marketing

Okay, so, we’ve been on this journey to explore what makes an all-singing, all-dancing, award-winning campaign. We’ve provided you with the best tips and tricks, such as crafting excellent CTAs, using powerful storytelling to emotionally connect to your audience and the best use of SEO, social media and content marketing to drive your brand to success. These are all crucial elements of modern digital marketing, and have been now for several decades. The landscape of marketing is always evolving, and it’s crucial to stay up to date with the latest trends. We took a look into our crystal ball to predict how the marketing landscape will evolve and develop in 2024 and beyond. We think the future of marketing is poised for a tech-driven transformation, with AI taking centre stage. Voice search is set to reshape the landscape of SEO creating a need for businesses to adapt to this change in consumer behaviour. Meanwhile, the personalised marketing wave is swelling, as businesses recognise the importance of tailoring messages to individual needs and preferences, and enhancing customer experiences, fostering loyalty and conversion.In the digital realm, there are some key trends emerging, including the integration of social media platforms with e-commerce, giving rise to social commerce. The significance of video content in a digital marketing campaign is also becoming more pronounced as consumers gravitate towards visually engaging experiences. We can anticipate campaigns with a purpose and a focus on social responsibility will remain significant, mirroring consumer preferences for ethical and sustainable options.Don't Panic are gearing up for this future by embracing innovative technologies, staying in tune to evolving consumer values, and fostering creativity that goes beyond traditional boundaries. Being able to smoothly blend different platforms, roll with new tech trends, and connect with a socially conscious crowd is going to be super important for marketing agencies as they cruise through the ever-changing landscape ahead.

Feeling inspired by the brilliance of these marketing campaigns?

At Don’t Panic, we’re driven to create campaigns that not only captivate but also leave a lasting mark. Dive deeper into our blog for more insights, or let's embark on a journey to craft your next award-winning campaign. Talk to us today!