18 Jul 3 brand campaigns you’ll wish you came up with
Is it a bird? Is it a plane? Nope. It’s a… 120ft tall wellie boot.
This summer, Hunter is celebrating its iconic Original Wellington Boot by flying a giant hot air balloon version across the skies of the UK and Europe, before travelling across the Atlantic to America in the autumn.
After taking off from the brand’s birthplace in Scotland, the Original Flying Boot’s global tour is set to include appearances at festivals, sporting events, shows and other key outdoor moments all year.
Here’s the official route if you want to track it down.
I’ve got to be honest. When it comes to dreaming up super creative campaigns for shoe brands, a boot-shaped hot air balloon has never crossed my mind.
But I like it.
The prop is eye-catching without a doubt, and has the kind of jaw-dropping visual novelty value that should earn Hunter stacks of social media mentions. To make sure of it, users being asked to spot the boot and share a snap on Instagram for the chance to win prizes.
The only downside I can see of this campaign is the fact that – for the huge expense and resource involved in getting it off the ground (sorry!) – the proportion of people who can enjoy it/create awareness of it at any one time is very limited.
A few weeks back, Instagram launched IGTV – a standalone long-form video app also accessible directly through Instagram itself.
IGTV gives every creator their own channel, which they can populate with videos of up to an hour. That’s pretty exciting considering that, up until the launch, the duration limit for Instagram videos was 60 seconds.
Long story short, IGTV is tipped to become a huge deal in online video. Some are even saying it could topple YouTube.
Unsurprisingly, IGTV has sprung onto brands’ marketing radars – and some eager beavers have wasted no time applying resources to creating the high quality, long-form vertical videos the new platform calls for.
One example of an IGTV early bird is spirits company Bacardi.
The brand recently teamed up with Grammy-nominated DJ A-Trak and (insanely talented) dance duo Les Twins to produce a real-time, fan-directed music video, which will premiere on – you guessed it – IGTV.
Let me just drill down into how this actually worked.
On Friday 29 June, the @officialLesTwins account let followers get involved in the filming of the campaign video “Live Moves” through Instagram polls. Users weighed in on decisions like locations, choreography, lighting, camera angles and more – with the most popular choices being incorporated into the final NYC-based shoot.
According to AdWeek, there were 1,024 possibilities of how the video could come together.
This campaign is awesome on several counts. Firstly, what a great way to build hype around the launch of an IGTV channel. Secondly, Bacardi managed to make use of multiple Instagram features in one go, and link them together.
On top of that, the campaign not only engaged fans but also gave them the power to actively influence content – something that will surely build a deeper connection with the brand.
Know what’s (sadly) not going away anytime soon? Global warming.
So what better platform to ironically drive home this message among younger generations than one where everything is temporary?
WWF France – a major force in environmental protection – turned to Snapchat’s Snap Maps on the International Day for Biodiversity to raise awareness among its youthful user base of the consequences of global warming.
Snap Maps is a popular, and at times controversial, feature that places users’ bitmojis on a map based on their real-time location.
Heat maps indicate points where many users are sharing content from the same area; the more red the heat map hue, the hotter that place is in terms of shared snaps.
And it’s this particular feature that WWF France “hacked” to grab the attention of Snapchatters from across the world. By posting tons of snaps from the same vicinity, the charity was able to engineer the first ever #ArticHotspot.
Curious users who tapped on the map to find out what all the fuss was about were greeted with a series of short videos warning them about the imminent dangers of climate change on nature, and the species most at risk.
What’s cool about this campaign is the way it was designed to catch people off guard, to snare their interest before they’d had a chance to tune out or move on to lighter-hearted content.
The Map “hack” in itself is pretty clever too – although not super easy to achieve unless you happen to have a whole team based in a remote part of the world (or know of a sneaky way to trick Snapchat’s location detector).