Some Campaigns That Broke The Internet And How
The best advertising goes beyond just selling a product. It sparks conversations, challenges norms, and leaves a lasting impression. Today, we dissect seven such campaigns that resonated with audiences and delivered a powerful message:
1. Volkswagen’s The No Show Room (2020):
This campaign wasn’t just about selling a car; it was about showcasing the winter capabilities of the Volkswagen Passat Alltrack. By placing the car in a remote Swedish location accessible only by overcoming wintery challenges, they demonstrated the vehicle’s power and durability. The campaign resulted in tens of thousands participating in the scavenger hunt to find the car, generating significant online buzz.
Video Credits: Volkswagen
2. Always: “Like a Girl” (2014):
This award-winning ad tackled the societal limitations placed on girls. By showcasing young girls running, throwing, and fighting “like a girl” with unbridled enthusiasm, Always challenged the negative connotations associated with the phrase. The campaign sparked a global conversation about female empowerment, generating over 89 million views on YouTube alone.
Video Credits: Always
3. Dove: “Show Us” (2004):
Dove challenged unrealistic beauty standards with this powerful campaign. It featured real women with diverse body shapes and ethnicities, filmed without manipulation or airbrushing. The campaign aimed to redefine beauty standards and promote self-acceptance, resulting in a sales increase of over 50% within a year for Dove.
Video Credits: Dove
4. Red Bull Stratos (2012):
This wasn’t just an ad; it was a feat of engineering and human daring. Felix Baumgartner’s jump from the stratosphere, sponsored by Red Bull, broke multiple records and captivated a global audience. The campaign cemented Red Bull’s association with extreme sports and adventurous lifestyles, garnering over 80 million live views.
Video Credits: Red Bull
5. Cred’s “Not Everyone Gets It” Campaign (Ongoing):
This campaign by the Indian fintech company Cred uses humour to position them as an exclusive platform for financially responsible individuals. While specific stats are unavailable, the campaign has been highly successful in building brand recognition for Cred. They’ve cleverly leveraged celebrities like Rahul Dravid, known for his calmness and financial prudence, to target a specific audience seeking a premium financial experience.
Video Credits: Cred
6. Kashmir Tourism’s “The Warmest Place on Earth” (2022):
This campaign aimed to combat negative perceptions of Kashmir and showcase its natural beauty and hospitality. The title plays on the region’s nickname, “Paradise on Earth,” and features stunning visuals of Kashmir’s landscapes and welcoming people. While hard numbers aren’t available, news reports indicate a significant increase in tourist inquiries following the campaign, suggesting its success in generating positive conversations about tourism in Kashmir.
Kashmir Tourism’s “The Warmest Place on Earth” (2022)
Video Credits: Kashmir Tourism
7. Tanishq’s “Equality and Love” Campaign (2023):
This campaign by the Indian jewellery brand Tanishq celebrated inclusivity and love in all forms. A father gifts a diamond necklace to his daughter during her wedding ceremony, a tradition typically reserved for sons. The ad sparked a national conversation about gender equality and progressive social values, aligning Tanishq with a socially conscious audience. There are no confirmed stats on the campaign’s impact on sales, but social media engagement was significant.
These campaigns demonstrate the power of advertising to go beyond selling and connect with audiences on a deeper level. By using humour, tackling social issues, or showcasing innovation, these campaigns not only achieved brand recognition but also left a lasting impact.
The next time you’re crafting a marketing campaign, remember that it’s not just about features and benefits. Consider the message you want to convey and the emotions you want to evoke. A powerful message can resonate with audiences long after they’ve seen the ad, building brand loyalty and driving positive action.