18 Oct 5 so-good-you’ll-wish-you-thought-of-them campaigns
1. Sally Hansen
Sally Hansen’s first global campaign ‘SheTopia’ aims to inspire and empower women by celebrating self-made females.
The campaign concept is inspired by super-successful entrepreneur Sally Hansen herself, and promotes a female-driven world where gender roles have been totally flipped.
Featuring a fierce line-up of ‘girl bosses’ – including blogger Katie Sturino, all-female motorcycle group founder Jessica Haggett and Chelsea Ladies Football Club star Eniola Aluko – the video shows a series of scenarios, such as a female politician addressing the gender pay gap (no, not that one, the one where men are paid less and are also responsible for the majority of childcare) and a male employee’s thoughts being disregarded in a business meeting dominated by women.
As well as the video, short commercials are being broadcast across the 50+ countries where Sally Hansen is sold, alongside in-store animation snippets.
Although SheTopia touches on the important issue of inequality, its light-hearted and playful approach means the audience can relate to and appreciate the sentiment but also have a little fun with it. Taking a humorous angle allows the brand to be thought-provoking and progressive without straying into overly serious territory. This also reduces the potential for backlash over the representations of men in the clips.
It won’t surprise you in the slightest to see IKEA popping up again on our list of top campaigns.
What might surprise you a little more though is the focus of the Swedish giant’s most recent initiative: ASMR.
For those of you who don’t know, ASMR (autonomous sensory meridian response) describes the reaction – a tingling sensation extending over the body and scalp – some people have to hearing specific soothing sounds.
Bear with me here because while ASMR may sound a little odd (massive understatement), particularly in relation to IKEA, it’s actually a huge deal. Google reports that there are more searches for ‘ASMR’ videos than ‘candy’ or ‘chocolate’.
And brands aren’t about to let this phenomenon go by without jumping on board; many have begun creating campaigns specifically designed to spark ASMR.
This one from IKEA – part of the brand’s ‘Oddly Ikea’ campaign – is a latest example. The 25-minute video promotes the company’s new range of back to school items for college and university dorm rooms, and is packed with ASMR-triggering actions like the caressing of bed linen…
It’s probably better that you watch for yourself rather than me explain any more. You’ll either find this weirdly satisfying or it will just creep you the hell out.
All the best adverts evoke emotions so you can imagine that one capable of stimulating both an emotional and a physical response could be unbelievably powerful.
And what’s also great about this ad is that while it’s busy provoking ASMR, it’s also giving viewers an incredibly extended introduction to the new collection items.
In the last 12 months, there have been over 600 million phishing attempts in the UK.
But fear not because Santander UK is dishing up a campaign it’s sure will stop the scammers in their tracks. And it’s using a tempting tradition to reel its British customers in: fish and chips.
In an effort to advise people on how to avoid getting caught out by phishing, the bank is travelling around the country throughout October, serving up fish and chips in return for phishing emails and texts.
Anyone who hasn’t got one to trade in shouldn’t worry though. They can simply take a quick quiz to release their battered reward.
As a brand building and audience engagement exercise, this ticks all the right styrofoam boxes. The bank is giving out free food, free advice and connecting IRL with its customers. Pretty good recipe if you ask us.
4. Kate Spade
As if strolling around Paris’ boutique-lined streets wasn’t joyful enough, Kate Spade’s augmented reality ‘Joy Walks’ campaign recently offered shoppers an extra dose of excitement.
Taking full advantage of Paris Fashion Week, the brand took users on a virtual tour, using augmented reality to layer the environment with “unexpected moments of joy” at 10 key sites along the way.
The map pinpointed three Parisian influencers’ favourite spots, each of which activated the augmented reality component – including flamingos in the River Seine – when users visited one of them.
People were encouraged to take a photo of their experience at any of the locations, then post it on social media with the hashtag #katespadejoy. By doing so, they received an in-store gift that could be collected from the new Paris flagship store.
Kate Spade describes itself as “a brand filled with joy and optimism” so this campaign was a great way to get that across to the locals. The promise of a freebie was a also a great way to drive footfall.
It was a smart move to mix AR and influencers in the campaign as these two elements together strengthened the appeal overall.
The experience was promoted via the influencers’ social media accounts as well as a variety of other channels, meaning there was no shortage of online exposure.
5. Rent the Runway
Rent the Runway is an online designer dress and accessories rental service. The company’s unlimited membership is $139 per month and gives users access to any three items from the Rent the Runway closet, which they can then trade in as many times as they want.
While the brand is currently popular in New York, it’s not so well known across the rest of the US. But with the launch of its first global campaign – timed to coincide with the arrival of a lower-priced $89 subscription – things might be about to change.
Users are being asked to imagine what they’d do with their closet space if they downsized their clothing collection in favour of rentals-on-rotation. “What will you do with your closet when you Rent the Runway?” is the intriguing question posed.
The campaign video offers some ideas, showing the spaces being transformed into gyms, business hubs and even a nightclub.
By insinuating that you can have an empty wardrobe and still look amazing 24/7, the video leaves its audience in no doubt that Rent the Runway is not just another expensive subscription or a special occasion only service – it’s a whole new way to wardrobe, which could change the way women dress everyday.
The only slight stumbling block with this campaign is its assumption that all closet spaces are big enough to even contemplate using them for any other purpose. If Rent the Runway was to ever target the UK, it would probably need to rethink the core idea a little.