22nd December 2017
We’ve seen so many unique marketing campaigns throughout 2017 from powerful and emotional campaigns to clever and entertaining ones that have captured the hearts of consumers worldwide.
From video, to print, to social, take a look at our top 8 marketing campaigns of 2017:
Heineken's "World's Apart" advert sees real people meeting for the first time who later find out they have complete opposite views - a feminist and a man who believes feminism is "man hating," a transgender woman with a man who thinks transgenderism is "very odd", and a climate change activist with one that thinks climate change is a "total piffle."
The pairs are then left to decide whether they want to leave or sit and discuss their differences over a beer. What do you think they do? They choose the beer of course - it's a Heineken marketing campaign after all.
Heineken's ability to prove that those with the biggest differences can come together to find common ground certainly worked.
Clothing brand, Jigsaw's "Love Immigration" Campaign was one of the most popular and powerful marketing campaigns of the year.
As displayed in London's Oxford Circus underground station, Jigsaw captured the nation by conveying their kindness and openness towards immigration. Jigsaw captures their audience by saying they require people from all over the world to create their products. "Without immigration, we'd be selling potato sacks," says Jigsaw.
Created by the State Street Global Advisers (SSGA), the 'Fearless Girl' appeared in March this year, the day before International Women's Day. In the busy streets of New York stands a "fearless" young girl with her hands on her hips and her head held high whilst she faces the famous raging bull statue.
The 'Fearless Girl' represents the power of women in leadership and the SSGA's emphasis that women in top job roles perform better financially.
The 'Fearless Girl" was a huge success in representing gender equality. It won a whopping 18 Cannes Lions awards including the Cannes Lions Festival of Creativity.
There's not a year that goes past without someone trying to blag free food on social media.
With that said, a teenager named Carter Wilkerson kicked up a storm when he asked American fast food restaurant, Wendy's how many retweets he would need for a year's supply of chicken nuggets. Wendy's challenged him a staggering 18 million retweets for him to get his year's supply of nuggets and he did not back down!
Unfortunately, Wilkerson did not reach the 18 million but still manages to receive more than 3.6 million retweets, topping the famous Ellen DeGeneres' Oscar selfie tweet in 2014.
AND, he somehow still manages to get his nuggets!
#NuggsForCarter generated a great deal of brand awareness for Wendy's food chain including more than 2.5 billion earned media impressions such as the New York Times, USA Today, as well as 213,000 new Twitter followers and 23.9 million Twitter profile visits.
Clothing site, Missguided launched a new campaign, #MakeYourMark, featuring nine unairbrushed models.
The campaign was a huge success in empowering women and creating body positivity.
“I think it’s super important that we promote body confidence because let’s face it we were all both into this world as an individual and our individuality makes us beautiful,” says model, Felicity Hayward.
IKEA launched a new app that uses augmented reality (AR), where you can "place" your chosen furniture in your home.
The app is a fun way for people to experiment with different types of furniture and colour schemes in their homes. It also calls for better decision making as users can "see" the items being placed.
This first-time Oscar advert displays a simple black and white typographic with the phrase "the truth is..." followed by a number of statements including "the truth is our nation is more divided than ever," "the truth is alternative facts are lies," "the truth is women's rights are human rights," etc.
When the campaign went live, The New York Times received 308,000 digital subscriptions by May 2017, and the advert itself has has now over 15 million views on YouTube at present.
Other than promoting their VaporFly Elite running trainers, Nike's #Breaking2 campaign was to complete a marathon under two hours which has never been done before.
Unfortunately, the Nike athletes missed their goal by literal seconds - 25 in fact.
Despite them just missing out on the two hour goal, Nike's #Breaking2 campaign was a tremendous success worldwide. The hashtag, #Breaking2 generated over 84,000 mentions on social media in the first few days of the campaign going live, and topped a further 140,000 mentions across social media in the first six months.
Click here to watch the documentary in full.
Have we missed any big campaigns of the year? What's been your favourite? Tweet us at @wearegecko!
- Gillian
