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 Man

Until 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 Beauty

In 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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