The year 2023 witnessed some great marketing campaigns that went out all to promote the brand, product or service. It increased awareness and customer engagement.
Here’s our Top 10:
- Barbie Mania
The Barbie movie starring Margot Robbie and Ryan Gosling splashed the world in pink. Warner Bros., Mattel and Barbie left no stone unturned to promote the movie, brand and color around the world. While the movie itself became cultural phenomena, other brands jumped on the Barbie bandwagon to get that slice of pie via playful and creative marketing stunts.
There were spinoffs – Barbieland, Xbox’s Barbie DreamHouse game console Series X, and Fangirl Fantasy hosted a Barbie Boat Cruise on Boston Harbor.
- McDonald’s – Raise Your Arches
This campaign turned the iconic Golden Arches into a raised pair of eyebrows to celebrate the universal invitation to grab a Maccies. The campaign was launched across more than 30 markets around the world. The ad film, directed by Edgar Wright, featured a group of office workers inviting each other to enjoy a moment of release at McDonald’s by raising their eyebrows at one another. As such, the whole office is conspiring together to create one epic feel-good moment.
- Maybelline Cosmetics’ Viral Mascara
Whether it was Maybelline or computer-generated imagery (CGI), the campaign truly had us captivated with its out-of-the-box approach. There were dark and enchanting eyelashes on metro trains, on the buses, sky-reaching buildings, and billboards. It has people losing their minds over Maybelline Mascara!
The weird beauty marketing feature was massive and fun. This stunt helped fuel already-high opinions of the brand’s new mascara, which also took TikTok creators by storm – testing out the product and posting glowing reviews.
- Dunkin’s Goes Pumpkins!
Dunkin’s went pumpkins for spice lovers with its daring menu, a pumpkin lineup! Jill McVicar Nelson, Chief Marketing Officer at Dunkin’, said they love to see their fans light up for this cherished flavor. “As the pumpkin spice season embodies Dunkin’s vibrant spirit, we’re all in – splashing our signature shade of orange everywhere we can.” Dunkin’s brought back its ‘Nutty Pumpkin Coffee’, which combines Dunkin’s Original Blend Iced or Hot Coffee with sweet pumpkin, cream and a touch of hazelnut.
- Oatly’s Challenges Big Dairy
Oatly took a bold campaign, challenging Big Dairy to fess up its climate footprint in return for advertising space paid for by the company. The company ran two-page print ads in America’s very popular The New York Times, Los Angeles Times, and Washington Post highlighting its climate footprint stats on one page and left the other reserved for companies wanting to share similar info. Oatly’s did the same with billboards in Hollywood and Times Square.
- Taylor Swift Eras Tour
This pop singer has been crowned the ‘Queen of Marketing’, owing to the huge success of her Eras Tour. Taylor Swift’s ability to captivate audiences through her music and storytelling is undeniable. She and her marketing team pushed the Eras Tour to unprecedented heights. Each segment of the songtress represented a distinct era of her music, unique themes, set designs, and visual elements. Taylor Swift took fans on a nostalgic journey through her music – from country to pop to stardom. It reached out and connected with the audience at an emotional level.
- It has to be Heinz
Kraft Heinz launched ‘It has to be Heinz’, its first-ever global brand platform, under a single global strategy for the first time ever. Heinz went all out with its campaign increasing awareness across key brand equity divers. The focus was on ketchup, with an appearance by Heinz baked beans, fans sneak it into high-end restaurants or use it as a sushi dipping sauce.
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One spot shows a Heinz tomato master obsessively searching for the perfect red tomatoes.
- Nike – What a Football
Nike dived into the 2023 FIFA Women’s World Cup for gender equality in sports. It celebrated women in football and came up with an anthem spot, episodic videos, and life stories. The feature film encapsulated the momentum and increased popularity of women’s football. It also redefined the athlete partnership model to better listen and to serve athletes holistically.
- Hilton Hotels
Hilton Hotels stays up to date with marketing tactics and strategies and took TikTok by storm with a 10-minute long video. The ad stated that unexpected and amazing things can happen when you stay, and we want you to stay with us for 10 minutes. It rewarded people for sticking with it and took viewers on a winding journey with none other than the heiress Paris Hilton and several influential creators.
- Uber – Best Friends
Uber took us for a ride – going places and eating food. Its ad features Hollywood veteran Robert De Niro and Asa Butterfield. The two go places eat food, and become best friends. They bond over their uniquely shared passion for going places and eating food. The ad features fun and heartwarming vignettes.
Also Read: McDonald’s Goes CosMc’s for Caffeinated Beverages and Quick Bites
