The best integrated campaigns of 2016 (to date)


This is an article by Ben Martin.
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An integrated marketing campaign sees multiple platforms come together to deliver a brand’s message in a cohesive, interconnected manner.

2016 has already seen plenty of brands deliver great content that is helping to increase engagement with audiences. Here’s four of the best examples of integrated marketing campaigns we have seen so far this year.

Sky 1 – #TryYourLuck

lucky manTo coincide with the premiere of Sky 1’s latest show, Lucky Man, a promotional campaign was launched which involved setting up #LuckyMan vending machines across the country with the chance to win over 900 prizes.

People were asked to take a selfie by the vending machine, sharing it on social media using the #LuckyMen and #TryYourLuck designated hashtags. Prizes to be won ranged from sweets to £1,000 cash.

Why did it work so well?

Combining social media with a real life experience is a great way for people to connect with a brand whilst building up instant online buzz. If people see a social post, they may feel encouraged to get involved themselves.

With the campaign happening a day before the TV show’s premiere, people were instantly made aware of the it and buzz was created at just the right time.

How to do it yourself:

Everyone loves freebies so offering an incentive for people to get involved will always go down well.

By using a game of chance to market a show about luck, Sky 1’s campaign was consistent with the brand. To match Sky 1’s efforts, think of ways that you can offer something free to consumers in a social media-friendly format that relates back to your campaign.

Vimto #ToadOff Snapchat Filters

toadoffVimto’s #ToadOff campaign aims to engage and entertain a younger audience. The campaign’s main feature is an Aardman Studios created advert in which the ad’s hero, Vimtoad, takes on a rival toad in an epic fruit fight.

The ad is supported by an innovative social campaign using the photo-sharing app Snapchat. Sixty per cent of 13 to 34-year-olds now use Snapchat, which was the exact market Vimto were aiming their campaign at. Vimto utilised Snapchat’s Sponsored Lens feature by allowing users to create toad versions of themselves to coincide with their #ToadOff campaign and the launch of their Vimto Remix product.

Why did it work so well?

Creating something on a platform that encourages people to share with friends is a great way of getting your brand out there while helping to position the brand as quirky and fun.

Users are already sharing their creations with friends and even sharing them on other social media platforms too. By providing something entertaining and shareable , users are able to engage with the brand in a unique, convention-defying way.

How to do it yourself:

We can’t all afford to sponsor Snapchat filters, so look at what platforms your target audience are most active on. How can you tap into that audience and connect with them?

Create content that doesn’t scream out as obvious advertising and aim for ideas that’ll be useful to your audience, whilst being fun and engaging.

Always – #LikeAGirl

likeagirlIn an ambitious attempt to start a worldwide debate about gender equality, the female hygiene brand Always ran its #LikeAGirl campaign. The campaign looked at how females are represented through emojis. With 78% of girls apparently using emojis, how do they feel about being mostly represented by the colour pink?

Why did it work so well?

The video advertisement encouraged people to continue the debate on social media using the hashtag. With more and more people joining the conversation, the hashtag’s popularity increased and this aroused the attention of people previously unaware of the campaign.

It also helped spark an important movement. Since the campaign, Google employees have proposed new emojis that better represent gender equality and its likely this campaign will have helped that along.

How to do it yourself:

Look at what matters to your brand and what it represents. Is there an important message that you are in a position to be promoting?

Be part of the change, lead by example and encourage people to follow suit. Make sure that you are practising the same message within your brand otherwise it may feel a bit hollow to audiences and won’t be received well.

Mr & Mrs Smith – Pride rebrand

mr and mr smithTo mark London Pride, a boutique hotel website decided to change its name to something a bit more fitting.

The brand chose to temporarily alter their name from Mr & Mrs Smith to Mr & Mr Smith and Mrs & Mrs Smith to promote LGBT equality. The rebranding was prominently featured throughout all their social media platforms.

Why did it work so well?

The rebrand showed the support that Mr & Mrs Smith had for an important cause. The company’s founder James Lohan said that the aim of the campaign was to “inspire our customers to experience extraordinary places with the people they love”.

People who may have never heard of the brand were introduced to the company as a result of the PR and social attention the brand received.

How to do it yourself:

Again, it’s about being considerate of your audience’s beliefs and understanding just who they are. If you know what they feel passionate about, make sure you’re part of that.

Consider how you can be relevant when discussing important issues – how do these affect your business? Routinely check the news and set up regular Google Alerts in order to stay on top of key stories as they break, so you can act fast.

The best way to come up with ideas for your own campaigns is to keep an eye on what other brands are doing, what’s going on in the world and how you can take inspiration from these.

Whilst you may not have access to the extravagant budgets that big businesses have, you can look at ways to create things on a smaller scale and adapt according to your brand and its positioning.

Ben Martin is Creative Director at Manchester PR and Creative agency Peppermint Soda

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