5 so-good-you’ll-wish-you-thought-of-them campaigns

1. Heinz
Instagram. The home of fame-hungry food.

And if you (like me) can’t scroll through your feed without feeling like you haven’t eaten in a week, this one’s for you.

In São Paulo, Heinz recently turned food envy into food delivery with its ‘Irresistible Posts’ campaign.

Targeting the rumbling stomachs of the lunchtime crowd using geolocation, the brand published mouth-watering Instagram Stories showing burgers being made at local restaurant Underdog Meat & Beers.

But instead of simply salivating over their smartphones like usual, viewers were able to take matters into their own hands (literally) by swiping up to order the burger there and then.

Heinz_Irresistable Posts

Each delivery arrived in a personalised box along with a selection of Heinz products. Customers were also sent photos and videos of their lunch being prepared via DM (a bit like Dominos, but better).

The genius of this campaign was the way it capitalised on something so many people do (obsess over food posts) and something so many people feel when doing it (starving hungry) to get into their heads… and then their stomachs.


2. Levi’s
Choosing new jeans is a bit of a chore even for shopaholics. So many cuts, colours and washes on offer – and yet deep down, you know you’ll never love any of them as much as the pair you should’ve thrown out about 10 years ago.

To rescue us all from denim dilemmas, Levi’s (in collaboration with Mode.ai) has launched a chatbot called Virtual Stylist, which combines the sartorial expertise of the brand’s in-store staff with artificial intelligence (AI).

To make the bot even more appealing, it understands real language. So the whole experience is kind of like having a personal shopping session but without the price tag (or intense fear of being judged).

Available not only on Facebook Messenger but also as a widget on its website (a big win for discoverability), Virtual Stylist helps shoppers chop through the choices to find their perfect pair.

A responsive Q&A session leads to personalised recommendations based on fit, size and stretch.


If this isn’t enough to make up minds, users can check out the ‘See it Styled’ section where endless inspiration awaits. And for those who are completely torn, there’s even a share function that lets friends vote on which one is best.

The AI element gives this bot the edge in terms of user experience and value. With this, it’s much more likely that the final suggestions will appeal to customers as they are so tailored to want they actually want and need. The brand is essentially trying to recreate the confidence that comes from trying something on in store, from home.

There’s another layer of genius here too: data. Levi’s has found a way to gain an absolute ton of information on its customers and their preferences that will be invaluable for future precision targeting.


3. Reebok
This could be one of the most unexpected entries ever from a sports brand.

Following cinematographer John Bailey’s appointment as the new president of the Academy Awards (the team behind the Oscars), Reebok wrote an open letter requesting that he introduce a new award – ‘Best Fitness Trainer’ – to the ceremony.

Now, just to be clear, the category suggestion relates to the role sports shoes play in getting actors in the best shape of their lives prior to filming… not the performance of the shoe itself during a movie. There will be no tearful sneaker speeches.

In the letter, Reebok President Matt O’Toole pointed out that hundreds of major actors and actresses are required to completely transform their bodies each year, and while their performances in the films are praised, the team (or products) behind the beefed-up bodies are not. “Why not also reward the people who keep our role models in peak condition?” was the cry from O’Toole, who closed the letter with a plea to call attention to the industry’s unsung heroes.

Reebok_open letter

The letter hit the headlines worldwide, attracting a huge amount of attention and discussion (rarely a bad thing for a brand… unless you’re Pepsi that is). It also cleverly associated Reebok with high profile celebrities – and their physiques – despite the fact that many may actually have deals with competitor sportswear labels.


4. Vice/Airbnb
Vice has made a name for itself travelling all over the world to discover and report on the most authentic, interesting and unique stories out there. So it only seems right that its audience got a chance to experience it for themselves.

Vice partnered with Airbnb to get people off their sun loungers and out of their comfort zones; to venture off the beaten track to explore the hidden parts of popular destinations, led by local experts.

100 lucky winners won a customised tour to South Africa, New York, Paris or Tokyo and saw a side of the cities that tour operators probably have no idea even exists.

In Paris for example, winners could choose to attend their own private burlesque class, and in Cape Town they were given the opportunity to collaborate with a local DJ to produce their own track and then perform it at a party.


Entry to the competition called for the most creative 100 word stories outlining the writer’s passion for the experience they were applying for.

Each tour was part of Airbnb’s ‘Experiences’ packages, which offers travellers the opportunity to discover the true culture of their destination. The Experiences side of Airbnb appeals to a younger, more adventurous audience which sits nicely alongside Vice’s core fan base.

The high value and once-in-a-lifetime prize not only helped the contest entice entries but also played seamlessly into both brands’ non-mainstream identities.


5. Zalando
Imagine if all your favourite brands joined together to put on a huge festival, hosted in the most creative city in the world. Well that’s exactly what Zalando did (hooray!).

Enter Bread & Butter festival – a three-day event in Berlin, aimed to strengthen the brand’s offline presence.

With fashion exhibitions, fitness sessions run by Nike and Reebok, panel discussions and DJ sets, the event was nowhere near short of entertainment.

Vans, Topshop and Levi’s were just a few of the 45 ‘brand labs’ that attended the festival with over 400 exclusive products waiting to be snapped up.

Zalando made a smart move with ticket pricing – making the £20 fee redeemable against a future buy. And given that 30,000 attended, and most would typically
spend over £20 in a single shop, that sounds like a great way to indirectly fund the festival (not to mention create a nice little revenue spike).

Festivalgoers were surrounded by so much exclusive content that an endless amount of social media sharing was inevitable – think ‘food beaches’ and exclusive after parties with the hottest names in music.

And as if that wasn’t enough, those unable to attend could watch 15 hours worth of festival coverage via Facebook Live, extending the reach even further.

Earlier this year, Zalando was considering opening stores in London and Paris so it’s no surprise it’s looking to build engagement and brand awareness through a shared experience – something that isn’t as easy relying solely on digital.