THE GREATEST MARKETING CAMPAIGNS OF ALL TIME

Most businesses engage in some form of marketing, be it as simple and

inexpensive as distributing pens with the company logo on it, or as costly as

buying TV ad time during the Super Bowl.

Good campaigns are effective – they increase brand awareness, they resonate with the target

audience, they are memorable, and they communicate how the product or service will

make buyers’ lives better.

A great campaign delivers all the attributes of a good campaign, plus some or all of these elements:• Profound insight• Novel and thought-provoking delivery• Increased brand value and esteem• Increased loyalty and good will• Expanded brand – not just item –

purchasing

We’ve gathered some examples of the greatest

marketing campaigns of all time – or at least the past 70 years – to demonstrate how a campaign

achieves the status of

Greatness.

NEED HELP WITH YOUR MARKETING CAMPAIGN?

A Diamond is Forever

DeBeers’ “A Diamond is Forever” single-handedly established the diamond engagement ring industry.

This campaign turned diamonds into a psychological necessity, growing the diamond engagement ring market share from 10% to 80%. Because of this campaign, diamonds became equated with true love.

The Marlboro ManUntil the 1950s, cigarettes

were considered feminine, and marketed exclusively to

women. The Marlboro Man changed

this with their campaign depicting rugged men

smoking Marlboros.When the Marlboro Man went

national in 1955, sales jumped 3,241% to $5 billion.

The “Most Interesting Man Alive” campaign made Dos Equis one of the fastest-growing beers in the U.S.It became a pop culture sensation, helping the company become the first beer to reach 1 million Facebook “likes”. Dos Equis’ sales have risen 200% since the 2007 launch.

The Man Your Man Could Smell Like

“The Man Your Man Could Smell Like” campaign increased sales of Old Spice body wash by 107%

within 30 days of its 2010 launch.

It refocused the spotlight on Old Spice, which had suffered a lack of visibility for decades.

The “The Just Do It” campaign helped Nike increase its share of the sport-shoe market from 18% to 43% in 10 years.

Its success is remarkable considering that an estimated 80% of sneakers are never used for their intended activities.

Get a Mac (GAM)After the 2006 launch of the “Get a Mac” campaign, Apple’s sales jumped 12%, and continued to

dramatically increase throughout the entire four-year campaign.

The campaign spawned countless parodies and memes used by

comedians, musicians, and even politicians.

Does She…or Doesn’t She?

When the “Does She…or Doesn’t She?” campaign

launched in 1956, only 1 in 15 women used artificial hair

color. By 1967, Clairol’s sales had

risen from $25 million to $186 million, and 50% of women

used artificial hair color.

Absolut VodkaIn the 80s, Absolut launched a campaign

featuring its bottles in hundreds of scenarios, many simply stating “Absolut

[and a word depicting the scene]”.

Since then, Absolut’s sales have grown from 2.5% to approximately 50% of the

US’s imported vodka.

Real BeautyIn 2004, Dove launched its “Real Beauty” campaign, which aims to celebrate

women in all their natural physical variations.

Though polarizing, the campaign created

unprecedented buzz and over the last 10 years, the

campaign helped boost Dove’s sales from $2.5 billion to $4

billion.

We’re No. 2, We Try Harder

This Avis campaign used its underdog status to

demonstrate superior customer service.

Within a year, it went from losing $3.2 million to earning $1.2 million. Within 3 years, it had shrunk its market-share gap with Hertz from 32% to

13%.

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