A Look at Some of Our Favorite Customer-Focused Campaigns
Although we could write several blogs about all the great marketing campaigns that inspire and motivate us to be the best marketers possible and make the most effective material – in this blog, we’re looking at a few that we really admire because of how relatable and real they are. We’ll be breaking them down, thinking through what made them so successful, and in turn – helping you brainstorm your next campaign. Follow along as we dive into these customer-centric campaign leaders.
Apple’s #ShotoniPhone Campaign
No matter where you’re located – you’ve likely seen this one around town. On billboards, buses, signs, or online. iPhone and Apple’s popularity is pretty known, but what we didn’t know when the iPhone first became popular was that it would eventually completely replace the digital camera. And that’s what this campaign shows; that you can take photos with your iPhone that are as beautiful as a camera that would cost you thousands. That’s great and all, but that alone would not convince people of today. So, why’s this campaign so successful? It gets real people involved. It’s relatable. The photos are not only from real Apple customers – but include their names. If someone wanted to, they could look up the name of the person in the bottom corner associated with taking the photo and learn more about who that person is. The best part? Not all of these people are photographers, showing that anyone could use the iPhone to take great photos. This tactic is pretty genius and builds trust – as no one would really care if it was simply a generic photo that easily could have been taken on a Canon. “According to various studies, over half (51%) of Americans trust user-generated content more than other information on a company website and claim that it influences what they buy and where they buy it from.”
Coors Light’s #CouldUseABeer Campaign
Another campaign that spoke to the general public and got them involved during a difficult time? Coors Light’s #CouldUseABeer. After a photo of a quarantined, 93-year-old woman asking for a beer went viral, Coors Light engaged with its audience by offering free six packs to anyone who was tweeted about (who – you guessed it, could use a beer). This tactic of giving away free items may seem pretty crazy, but it can go a long way. Although Coors Light gave away over 500,000 beers, their name was tweeted about again and again, which led them to trend, and boosted their reputation in a time of need.
American Apparel’s Direct Email Marketing
Known for being trendy and modern, American Apparel is no stranger to effective, up-to-date, customer-centric marketing. We’re specifically impressed with their to-the-point email marketing. No frills, no fluff – just what the customer wants (sales, discounts, and freebies). American Apparel always ensures that there’s no guesswork for their customers. Simple and sleek, their emails are call-to-action forward without being in-your-face.
Mercedes’ “Like You” Campaign
How do you relate a high-end brand to a broader audience of customers? Relate it to them, literally. Mercedes’ “Like You” campaign did just that. Called to several different types of audiences with phrases like, “Detail-obsessed, like you”, “Groundbreaking, like you”, “Original, like you” and “Curious, like you”. And not only was this phrasing compelling, but consistent. For the span of the campaign, potential customers could find the phrasing on billboards, signs, online ads, and on tv. The consistency was key, in that potential customers began to associate themselves with the brand and possibly even buy a Mercedes.
Airbnb’s Use of User Generated Content
Similar to Apple’s tactic, Airbnb uses the photos, videos, and feedback of its customers in its campaigns to promote beautifully classic or uniquely interesting places to stay. “Millennials spend 30% of their media time (5 hours/day) engaged with user-generated content (UGC). Coincidently, this is the same generation that drives Airbnb’s success in the sharing economy.” Airbnb keeps things personal and personalized by including its audience, which facilitates a happy and loyal community of customers.
Coca Cola’s Share a Coke Multichannel Campaign
We all know this one. There’s nothing more personal than having your own name on a Coke bottle – which is exactly what Coca Cola did for its ongoing “Share a Coke” campaign. Whether you customize your bottle or simply find your name in store, you’re likely to share it with the world through text, email, on social, you name it (no pun intended)! And its rollout in 2011 sure worked in building brand awareness, boosting sales, and creating positive brand recognition, as “Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. The campaign earned a total of 18,300,000-plus media impressions.”
Spotify’s #2020Wrapped Campaign
If you have any form of social media, you’ll likely remember this campaign flooding your feed, and maybe you even took part in it. At the end of 2020, Spotify allowed its customers to see their year of music with “2020 Wrapped”, which compiled their listening into a lovely array of photos and stats. Viewers loved seeing their personal data compiled into a nicely packaged marketing piece – and loved sharing their interests with others. Smart on Spotify’s end, because it not only gave them free marketing, but boosted their recognition.
So, What Have We Learned?
If you haven’t noticed, most of these campaigns share one key factor; relatability. How can you use relatability to create effective campaigns, too? Know your audience. Before even starting to brainstorm a campaign, make sure you’re fully aware of who, where, and when you’re targeting. And when you do start your campaign based off your findings, use that data and understanding to carefully craft consistent messaging that includes clear call-to-actions and personalized, catered content. Use hashtags, giveaways, QR codes, PURLs, BRCs, and more to engage with your audience and include them in your campaign. And, when and if appropriate, sprinkle in some humor.
Interested in making an impactful, relatable campaign that can help boost your company’s marketing efforts? Not sure exactly where to start? Look no further. Strata’s here to help. Contact us today to get the brainstorming started.
With the Top 10 (Other) Best Rebrands & Refreshes
We can’t believe we’re already celebrating the one-year anniversary of Strata’s brand refresh. It’s been quite a year (to say the least). But we can honestly say that, with all of the struggles of 2020-2021, our brand refresh wasn’t one of them. If it did anything (and it did a lot), it definitely brought us together, made us more confident, and better showcased our personality, vision, team, and solutions. The brand refresh catapulted Strata into 2020, helping us solidify our style and services, attract new talent, and stay inspired.
When we decided we needed a new look – we had to pick between a full rebrand or a refresh. For us, the answer was easy. A complete rebrand would have required scrapping our identity and starting from scratch, where a refresh allowed us to keep our main identity and strategy intact. Our brand was strong with our current clients and we had a great reputation as problem solvers and solutions experts – so a refresh was perfect for what we needed to do.
With any rebrand or brand refresh – “consistency across all channels is key”. Over the past year, we’ve ensured that all our materials – from website to print, are on-brand.
Since we now have a bit of rebrand and refresh experience under our belts, we wanted to take a look at the top 10 best company rebrands and refreshes (in our eyes) besides Strata’s, of course.
Our Top 10
Dropbox refreshed its brand in 2017, and it was nothing short of successful. The company worked with design studio “Collins” to create a cleaner and simpler logo and lots of illustrative elements to better connect with their primarily creative and collaborative audience.
Airbnb did a full rebrand in 2014 with Design Studio, sending their team of designers to 13 cities to truly immerse themselves in Airbnb’s offerings, community, and mission. It resulted in a beautiful brand that differentiated Airbnb from its similar competitors. The CEO of Airbnb even stated, “When I look at this brand, I suddenly realized everything I’ve been trying to say, now we have a way to express it.”
“There are very few companies in the world that managed to change the public perception of their brand as successfully as Walmart did.” In 2008, Walmart made this change to get away from their “always low prices” slogan that often-made customers feel like it was also “always low quality”. They also wanted to steer clear of the questionable corporate practices they were called out for in the early 2000s. So, Walmart did a complete 360 with a whole new brand from redesigned stores to a new look and personality.
We love this brand refresh because it reminds us of ours. Without a complete overhaul, Southwest changed its look and logo to showcase their humanity and heart – literally.
Good old Guinness. Many love it, others don’t, but it always holds true that Guinness makes us feel like we’re back in the olden days, sipping a brew in the pub. Instead of following the crowd of flat logo designs, Guinness actually added detail to its logo in 2016, working “with real harp makers to breathe new life into the legendary logo” that “could be built into an actual harp that would work properly and be in tune.”
Starbucks is loved by many – and dare we say it – is mainly successful because of its brand (although we do love it a latte). They’ve made slight changes over time to the brand, always increasing their user experience and recognizability with a “distinctive color scheme, typography, and illustrations.”
You may not have really noticed Taco Bell’s brand refresh until now – but its cleaner, simpler look has helped it stay relevant among its many fast food and taco chain competitors. Along with this well-done refresh, Taco Bell has been named “one of the healthiest fast-food chains in America,” so, they’re doing quite well.
In 2016, Mastercard conducted a refresh with Pentagram to emphasize “simplicity, connectivity and seamlessness.” It’s simple and sleek look of just the famous two overlapping circles is surprising, but logic-based. “The change follows research by Mastercard that found that more than three quarters of people asked were able to identify the brand from the two interlocking circles alone.
For the first time in 20 years, Burger King conducted a brand refresh with a new logo, uniforms, and packaging – and we love its nostalgic look. The new logo is actually very close to BK’s logo design from the 70s-90s. The creative agency on the project wanted to “pay homage to the brand’s heritage with a refined design that’s confident, simple and fun.”
Last but not least, Intel’s 2020 refresh caught our eye because of its subtle hints to past logos. Again, it refers back to their past while being currently relevant. “This new logo includes elements of both (past logos), but in a much more subtle, minimalist way.”
To take a more in-depth look back at our brand refresh, visit our original refresh blog, here. If you’re looking to make your branding and marketing communications more effective and efficient, give Strata a call.
Get to Know These Tracking Treats
Within the world of marketing, there’s a lot of buzz around the topic of cookies and what the future holds for tracking website visitors and generating personalized advertisements. While the topic’s relevant, not many people are completely informed on what cookies are and the impact they have on our ability to create better customer experiences. In this blog, we’re going over what cookies are, the differences between first-party and third-party cookies, and the future of online tracking.
So, What Are “Cookies”?
Although many of us are “foodies” here at Strata, and could talk about a good dessert all day, this blog isn’t about Oreo or Chips Ahoy. We’re talking about web “cookies” – text files put into a user’s browser page while they’re visiting a website. Cookies are known by several names – web cookie, internet cookie, browser cookie, or HTTP cookie, but they’re all the same, and in general, they track and log browsing activity against identification data such as IP addresses. Why is this information useful? Primarily, cookies help save information about a user in order to personalize their website experience and the advertisements they’re shown.
While cookies have enjoyed a childhood free of regulation, their “free-willy” time is coming to an end with recent regulatory initiatives driven by an increase in public concern over internet privacy. The first major change came when General Data Protection Regulation (GDPR) made consent mandatory in order to track visitors on a website. To give you a feel for the impact of GDPR – about 11% of users click to “accept all cookies”, 76% of users ignore the banner completely, 12% close the cookie banner, and 0.5% of users actually open up cookie settings, read through terms and agreements, and sometimes make adjustments. These numbers are misleading, however – what GDPR essentially did was force the user to choose between viewing the desired content and accepting cookies OR (with exceptions) leaving the site entirely. So, while it looked good – almost all of the visitors in the stats above were still being tracked.
At this point, you might be thinking that we need to eradicate the cookie – if so, hold that thought. Cookies almost always make your experience on the web better – they’re your friend, not your enemy. To solve privacy concerns – which is the intent of all privacy-centric regulation – we’ll need to jump down a level. There are two major types of cookies – First-Party and Third-Party. Both contain the same pieces of data and technically can conduct the same actions, but they’re created differently, used differently, and have different benefits for distinctive situations. Let’s get into each one.
These cookies allow website owners to collect analytical data, remember individual user settings or content (remembering what’s in a user’s shopping cart, their language preferences, or their username and password), and perform useful functions to provide better user experience. That last part is important – first-party cookies primary purpose is to deliver more relevant, user-friendly experiences to individuals. If you’d like to see the difference they make, just clear your browser cache and visit some of your favorite websites.
Contrasting first-party cookies, third-party cookies are not created by the domain of the website the user’s currently visiting, and therefore, can often seem intrusive and un-welcomed. This type of cookie is placed by another site, such as an advertiser or social media platform like ad.doubleclick.net – and is separate from the home domain. These cookies are usually used for online advertising purposes, and are added through a script, code, or tag to track a user across several websites. Enabling these cookies can help users see relevant discounts and catered advertisements, but can also possibly involve them in a breach of privacy. For this reason, third-party cookies are blocked by many browsers, and are currently being chastised as unethical.
Phase Out of Third-Party Cookies
In February of 2020, Google announced its phase out of third-party cookies by 2022. When this occurs, it will cause 56% of web browsers (the percentage that use Google Chrome) to block their use automatically. As stated by Google, their reasoning for forcing this phase out is to increase security and protect the user. You have to wonder, however – are ethics the driving principle here, or is this a strategic move to further corner the digital advertising market?
All-in-all, this change won’t make as much of a difference as you’d think, as a 2017 study showed that 64% of tracking cookies were already being blocked as users surfed the web. Those at Google seem to think that third-party cookies will not be replaced by another resource due to increasing privacy concerns, but they’ll continue to “support first-party relationships on our ad platforms for partners, in which they have direct connections with their own customers.”
What’s Next for Cookies?
No matter what the circumstances with third-party cookies, first-party cookies are definitely here to stay. If configured correctly, they’ll continue to function within most browsers – even if those browsers block third-party cookies. So – fear not – first-party cookies will provide marketers hindsight and insight on your website visitors for the foreseeable future – even if you might now be forced to use Google to reach them.
Now that you know a bit more about cookies, you may be motivated to improve and optimize your next digital marketing campaign. If so, contact us today.