3 brand campaigns you’ll wish you came up with
Sneakerheads are a unique breed.
They’re the guys and gals shivering in a tent outside a boutique shoe store 7 days before a launch. They’re the ones who know the time, date and location of a fresh drop before anyone else has even realised the style exists. They either have the coolest sneaker collections known to man or make an absolute fortune on eBay.
Nike recognises the power of sneakerheads, and is starting to revolve parts of its core strategy around this super-dedicated demographic. Read more on that here from Fast Co.
The latest example of this is a really cool Instagram campaign, which let users secure a place in a “digital waiting line” for the chance to win the latest, and most-coveted, Air Max styles.
Here’s how it worked:
- Users were sent to a dedicated website where they could create a personal avatar. There were hundreds of characters to choose from, and a range of items inspired by Korean street culture could be added to each.
- The next step was downloading the avatar image, then uploading it to Instagram using #AIRMAXLINE.
- When the hashtag was clicked, a collection of all images created a waiting-line effect, where people could spot their own entry.
- As soon as a winner was announced (also visible in the line!), a new soon-to-be-launched style could be competed for, something signaled by a simple switch of avatar background.
- Keeping track of the line was easy thanks to IG’s new hashtag-following feature.
When it comes to outlining just how clever this campaign was, it’s hard to know where to even begin.
From how cleverly it played into the behaviour of a niche – but important – target audience (sneakerheads), to its ridiculously high local appeal, to its ability to run on and on and on, to its genius use of the latest Instagram features… the list (or should I say line?) is endless.
And the results speak for themselves. Over 80,000 #AIRMAXLINE posts were uploaded, generating over 15 million impressions without any paid media.
In just a few weeks, Saudi women will be able to legally drive due to a landmark reform ordered by the country’s ruler King Salman back in September ‘17.
When the news was announced, several brands – mostly car manufacturers – immediately showed their support by launching campaigns. One of our favourites, by Ford, was actually covered in November’s review.
And now we’re drawing ever closer to the reform coming into effect, another wave of brand campaigns are going live.
While, expectedly, there’s been a common theme between both batches: celebrating women being able to take the wheel – one ad caught our eye for approaching the topic from a slightly different angle.
Chevrolet Arabia’s #UpToMe campaign, hails women’s choice to drive, rather than the act of driving itself, as the “real victory” to come from last September’s decision.
The video sets the brand apart from others by recognising that women may or may not actually want to drive come June, and what’s important is that it will be their call either way.
The approach is not only thought-provoking but also helps Chevrolet come across as more insightful, informed and plugged into its Saudi customer base – which all serves to make its support of the ruling seem more authentic.
Instead of assuming that Saudi women will all dive into the nearest vehicle the minute it becomes legal for them to do so, #UpToMe acknowledges that there’s much more likely to be a complete mix of emotions, attitudes and desires around driving.
This deeper understanding and appreciation of the local climate (assuming it is an accurate reflection) means it will have much more chance of resonating with the local audience.
There’s another way in which the ad impresses too: the fact that a car brand isn’t blatantly using a monumental cultural shift to drive sales. The acknowledgment that some women won’t want to drive even when they can (i.e. they won’t need to buy a new car) reduces the impression of pure commercial intent.
Burger King Spain
If there’s one brand that gets more than its fair share of space in these monthly campaign reviews, it’s Burger King.
If you’re thinking we’re just a bit obsessed with flame-grilled fast food, well, you’d be right. But in all honesty, the brand is on a marketing roll right now, pulling some really great campaigns out the bag, which do deserve their place in our roundup.
The last Burger King related review was all about the Whopper and this one’s no different.
The brand has taken to Instagram Stories to tempt burger lovers everywhere while also putting the platform’s poll stickers through their paces.
To release a free burger voucher, users answered a series of ingredient-focused polls, creating their perfect Whopper along the way.
Here’s how it went down:
The use of multiple linked polls to create a customised product is really cool. The fact that users’ efforts were followed up with a voucher to claim said product for free takes this campaign up a level.
If someone’s navigated through a selection of mouth-watering visuals, while imagining exactly how they’d like their snack to taste, the chances of them not heading straight out to their nearest BK are seriously slim. If you factor in a voucher on top of that, those chances reduce to, oh, around 0%.
There is a slight catch with this campaign though: you can’t do it.
It’s funny how an explanation of how it actually worked is missing from both the video above and every other article talking about it.
The reason? Because Burger King officially partnered with Instagram to make this possible. Meaning some clever tech, maybe not yet available to anyone other than big spenders, was behind the functionality of the campaign.
We’ve been scratching our heads trying to figure out exactly how poll-completers received their vouchers (best guess is DMs), and how exactly that voucher reflected their specific poll choices (if it even did).
It would have been nice for the campaign vid to go into a bit more technical detail, but nonetheless it’s still a great example of Instagram innovation, which helped Burger King Spain’s IG page rack up over 5,000 followers in a single day with no media spend.