{"id":97386,"date":"2017-08-22T10:00:42","date_gmt":"2017-08-22T04:30:42","guid":{"rendered":"https:\/\/www.digitalvidya.com\/blog\/?p=97386"},"modified":"2023-08-23T15:48:39","modified_gmt":"2023-08-23T10:18:39","slug":"digital-marketing-campaign","status":"publish","type":"post","link":"https:\/\/www.digitalvidya.com\/blog\/digital-marketing-campaign\/","title":{"rendered":"Innovative Digital Marketing Campaign Strategy: 4 Brands to Learn From"},"content":{"rendered":"<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Every year we come across many marketing campaigns that catch our collective fancy and pull at the strings of our hearts. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In this article, we dive deep into digital marketing strategy through recently successful campaigns pulled off by four world-class brands and learn how they do what they do. This is a trip to the best of digital marketing in recent times.<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><em>Why do some campaigns fail and some catch on like wildfire?<\/em><\/li>\n<li><em>How can I make my digital marketing campaign go viral?<\/em><\/li>\n<li><em>How do some brands manage to run such effective digital marketing campaigns?<\/em><\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">As a practicing Marketer-turned-Digital Marketer, these are some of the questions that are always on my mind whenever I\u2019m working on a digital marketing campaign strategy. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">It always feels like there is some secret sauce to innovative digital marketing. If only I could lay my hands on that, maybe my campaigns could also end up in the rare club of top digital marketing campaigns in the world.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Wishful thinking at its best. But the question lingers on. Is there really a secret sauce to the best digital marketing campaign ideas? Is there really a digital marketing campaign template or some magical digital marketing tools that we could use?<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Someone wise once said that the best way to find out is to spy on, closely observe, take notes, and learn from the best-in-business, in this case, the world\u2019s best digital marketing campaigns. Well, no one said that but spy and learn, we must.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">This article is a sleek compilation of notes and learning from the most effective Digital Marketing campaigns as the legend has it lately. Without further ado, let\u2019s dive straight into what\u2019s going to be a crash course on running effective digital marketing campaigns from the best players in the business.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">Drum rolls, please\u2026<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">\n\t\t\t<div class=\"course-cta\">\n\t\t\t\t<div class=\"title\"> Accelerate Your <strong>Career or Business Growth!<\/strong> <\/div>\n\t\t\t\t<div class=\"sub-title\"> Learn &amp; Leverage Digital Marketing <\/div>\n\t\t\t\t<div class=\"btn\">\n\t\t\t\t\t<button class=\"enrollBtn\"> Join Free Live Orientation Session <\/button>\n\t\t\t\t\t<a class=\"amp-btn\" href=\"#gform_wrapper_286\"> Join Free Live Orientation Session <\/a>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<\/p>\n<h3><span class=\"ez-toc-section\" id=\"innovative-digital-marketing-campaign-strategy-4-brand-case-studies\"><\/span>Innovative Digital Marketing Campaign Strategy: 4 Brand Case Studies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"1-worldwide-breast-cancer-knowyourlemons\"><\/span>1.)\u00a0WorldWide Breast Cancer: <i>#KnowYourLemons<\/i><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">How do you go about an awareness-raising campaign without being preachy or fearful or teary-eyed?<\/span><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do you create and share attractive communication about a condition like breast cancer?<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do you beat the censorship and showcase different symptoms related to breasts without raising eyebrows?<\/span><\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Learn from <\/span><b><i>#KnowYourLemons<\/i><\/b><span style=\"font-weight: 400;\"> by Worldwide Breast Cancer.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-insight\"><\/span>The Insight<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Conditions like breast cancer are treatable if detected in the early stages in most cases. What makes early detection and the treatment difficult and disposes life loss for millions of women across the world are social factors like ignorance, lack of awareness and social stigma attached to private parts of women\u2019s body, in this case breasts. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">How do you go about talking about breasts without showing them and bypass the censoring?<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The answer lies in using clever <\/span><b>semiotics<\/b><span style=\"font-weight: 400;\">. The marketing team of Worldwide Breast Cancer chose lemons to represent women\u2019s breasts and converted a sensitive issue into tasteful humor and visually gripping communication.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"the-message-and-communication-strategy\"><\/span>The Message and Communication Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_97436\" aria-describedby=\"caption-attachment-97436\" style=\"width: 847px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-97436 size-full\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign.png\" alt=\"digital marketing campaign\" width=\"847\" height=\"878\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign.png 847w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign-289x300.png 289w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign-145x150.png 145w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign-600x622.png 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign-220x228.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign-482x500.png 482w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign-595x617.png 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/Know_Your_Lemons_campaign-480x498.png 480w\" sizes=\"(max-width: 847px) 100vw, 847px\" \/><figcaption id=\"caption-attachment-97436\" class=\"wp-caption-text\">Visuals from #knowyourlemons campaign from worldwide breast cancer<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Women needed to be made aware that lumps are not the only signs of breast cancer that they need to lookout for. Using the quirky hashtag <\/span><i><span style=\"font-weight: 400;\">#KnowYourLemons<\/span><\/i><span style=\"font-weight: 400;\">, the campaign created visual showing various signs of breast cancer using lemons as visual metaphor for breasts. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">By using lemons the campaign presented 12 different signs of breast cancer to look out for and inspired women about checking and feeling their breasts, through humor instead of fear. \u00a0<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><b>Facebook was chosen as the campaign\u2019s primary communication platform<\/b><span style=\"font-weight: 400;\"> owing to its widest reach and native capability to share engaging visual communication with its audience. The communication pieces led audience back to a specialized microsite with more information. The lemon posts acted more as a gateway to a full-fledged digital campaign including a quiz for audience to see how much they were at risk.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-results\"><\/span>The Results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">By February 2017, the campaign had already crossed a staggering <\/span><b>reach of approximately 7.3 million people <\/b><span style=\"font-weight: 400;\">by launching just three Facebook posts. The campaign helped the organization in not only spreading brand awareness but also in securing substantial increase in public donations for the cause.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-asos-instagram-influencer-marketing\"><\/span>2.)\u00a0ASOS:<span style=\"text-align: justify;\"> Instagram Influencer Marketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">Social Media Marketing<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">Instagram Generation<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">Influencer Marketing<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">Buzz Creation&#8230;<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">From the onset, it looks like digital marketers are spoilt for choices when it comes to innovative methods to get their message across to their targeted audience. But ask a digital marketer and he\/ she would tell you how overwhelming and confusing having so many choices can get. <\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">Is there a way to get around the onslaught of digital marketing channels and yet stand out in your strategy?<\/span><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to use a channel like Instagram with its ever-changing features and everyone following the same strategy to communicate with their audience?<\/span><\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify;\"><b>Enter ASOS..<\/b><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"the-insight-2\"><\/span>The Insight<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Native features of a dynamic and hugely engaging social media platform like Instagram are not utilized to its full potential. Most of the times herd mentality sets in and marketers follow the same path and all campaigns start looking the same, eventually blinding the users. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Instagram is a popular Influencer Marketing platform. <\/span><b>But can there be a different and better way to rope in influencers and make a real impact beyond the sponsored posts and in-you-face sales-y communication? <\/b><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The quest to answer that question is what led marketing team of ASOS into unchartered territory of Instagram\u2019s Influencer Marketing potential. And the simplicity of it all trumps all marketing gimmicks hands down, any day.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"the-message-and-communication-strategy-2\"><\/span>The Message and Communication Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">ASOS turns influencer marketing on Instagram on its head and looks beyond typical sponsored content by influencers. It goes many steps further and creates Sponsored Influencer Accounts e.g. @asos_ashley. Once set up, the accounts are then handed over to be run by the influencers, who of course have their own individual popular accounts. <\/span><\/p>\n<figure id=\"attachment_97438\" aria-describedby=\"caption-attachment-97438\" style=\"width: 1018px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-97438 size-full\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos.png\" alt=\"digital marketing campaign \" width=\"1018\" height=\"792\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos.png 1018w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-300x233.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-150x117.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-600x467.png 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-220x171.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-643x500.png 643w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-595x463.png 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-980x762.png 980w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/marketing-campaigns-asos-480x373.png 480w\" sizes=\"(max-width: 1018px) 100vw, 1018px\" \/><figcaption id=\"caption-attachment-97438\" class=\"wp-caption-text\">Image: a peek into one of asos\u2019 influencer instagram account<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The difference here is that the influencer primarily feature in ASOS clothing in their posts on these accounts, creating a huge brand push and sealing long lasting recall amongst of legions of their fans.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-results-2\"><\/span>The Results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">This strategy helps to rope in the huge following of the influencers even when they might not be directly aware of or interested in the brand. This is one hell of an innovative way to massively widen a brand\u2019s reach with relevant content riding on influencer marketing.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><b>This is the best of many worlds of social media, influencers and pull marketing efforts. <\/b><span style=\"font-weight: 400;\">ASOS\u2019s Instagram Marketing strategy demonstrates how intuitive it is to be able to run hugely successful innovative marketing campaigns.<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"3-execdrin-debateheadache-on-twitter\"><\/span>3.)\u00a0Execdrin : <i>#DebateHeadache<\/i> on Twitter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">What do you associate most with a US presidential election?<\/span><\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do you see the presidential candidates\u2019 faceoff in its most raw form?<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which part of the election campaign generates maximum conversations?<\/span><\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The answer to all these questions is: <\/span><b>US Presidential Debates<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p dir=\"ltr\">\n\t\t\t<div class=\"course-cta\">\n\t\t\t\t<div class=\"title\"> Accelerate Your <strong>Career or Business Growth!<\/strong> <\/div>\n\t\t\t\t<div class=\"sub-title\"> Learn &amp; Leverage Digital Marketing <\/div>\n\t\t\t\t<div class=\"btn\">\n\t\t\t\t\t<button class=\"enrollBtn\"> Join Free Live Orientation Session <\/button>\n\t\t\t\t\t<a class=\"amp-btn\" href=\"#gform_wrapper_286\"> Join Free Live Orientation Session <\/a>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"the-insight-3\"><\/span>The Insight<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">US Presidential Debates are amongst the most watched live news content across the world. The latest presidential elections in 2016 between Donald Trump and Hillary Clinton were saw the most heated arguments and debates as part of this one of the most talked about and followed events across the channels. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The marketing team at OTC headache drug Execdrin knew it well that catching this conversation and doing it right would be a sureshot way of having a great digital marketing campaign for their brand.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-message-and-communication-strategy-3\"><\/span>The Message and Communication Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">While all communication channels were abuzz with update on the proceedings of the election, <\/span><b>Execdrin focused on Twitter<\/b><span style=\"font-weight: 400;\">. The reason is simple, Twitter is the best platform for conversations on a newsworthy event like this. Besides, both the candidates, their supporters and their haters were totally slaying it at Twitter. It was almost like an alternative election was being held at Twitter.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Adapting the strategy of <\/span><b>NewsJacking<\/b><span style=\"font-weight: 400;\"> was just the right move to get Twitter on with their campaign. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Newsjacking on the day of the final presidential debate, the brand posted a very simple message along with a witty and matter-of-fact hashtag, that struck a chord with everyone tuned into the event, not just headache sufferers. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">This is what the brand posted on their Twitter handle:<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">The possibility of a <a href=\"https:\/\/twitter.com\/hashtag\/DebateHeadache?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">#DebateHeadache<\/a> is high. Be prepared with Excedrin\u00ae. <a href=\"https:\/\/t.co\/J1c1Mg6Wsk\">pic.twitter.com\/J1c1Mg6Wsk<\/a><\/p>\n<p>&mdash; Excedrin\u00ae (@Excedrin) <a href=\"https:\/\/twitter.com\/Excedrin\/status\/788635817455390720?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">October 19, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"the-result\"><\/span>The Result<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The results exceeded all expectation. The brand hashtag <\/span><b>#DebateHeadache was shared over 100,000 times<\/b><span style=\"font-weight: 400;\"> and resulted in taking on a life of its own.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In its attempt at implementing NewsJacking, the campaign itself became a headlining news. It got so talked about that it got <\/span><b>featured in the New York Times and Adweek<\/b><span style=\"font-weight: 400;\"> among others.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><b>This was digital marketing at its best. Well-timed, simple, focused, quirky and straightforward.<\/b><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-the-hunger-project-a-table-to-end-hunger\"><\/span>4.) The Hunger Project: <em>A Table to End Hunger\u00a0<\/em><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\" style=\"text-align: justify;\"><b><i>Valentine\u2019s Day, Romance, Food, Hunger, Charity, ECommerce, Digital Marketing<\/i><\/b><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Find the odd one out. Or may be find a common theme.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">What could possibly be common between all these? <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Everything, if you\u2019ve an eye for innovation and simplicity. And that\u2019s what marketing folks at social enterprise The Hunger Project have nailed in their extremely out-of-the-box digital marketing campaign \u201c<\/span><b>A Table to End Hunger<\/b><span style=\"font-weight: 400;\">\u201d rolled out in 2016.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"the-insight-4\"><\/span>The Insight<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Australia is a place of food lovers and it\u2019s extremely difficult to find a table in good restaurants especially on occasions like Valentine\u2019s day.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"the-message-and-communication-strategy-4\"><\/span>The Message and Communication Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure id=\"attachment_97439\" aria-describedby=\"caption-attachment-97439\" style=\"width: 1317px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-97439 size-full\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project.png\" alt=\"digital marketing campaign \" width=\"1317\" height=\"741\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project.png 1317w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-300x169.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-1024x576.png 1024w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-150x84.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-600x338.png 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-220x124.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-889x500.png 889w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-595x335.png 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-1080x608.png 1080w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-1280x720.png 1280w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-980x551.png 980w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/08\/The-Hunger-Project-480x270.png 480w\" sizes=\"(max-width: 1317px) 100vw, 1317px\" \/><figcaption id=\"caption-attachment-97439\" class=\"wp-caption-text\">Image: the hunger project\u2019s digital marketing campaign a table to end hunger<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">A great concept comes out of a true and simple insight. Marketing team at The Hunger Project developed a simple concept of inspiring charity and making a large audience part of their initiative and social vision of feeding people across the globe.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><b>The simple idea of booking tables for Valentine\u2019s Day, across participating restaurants and then auctioning those table on eBay for highest bidders, is the testimony that innovation and execution go hand in hand to achieve great marketing results.<\/b><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The strategy to create an engaging video to promote the campaign across digital media also worked very well. The video is a result of crisp execution, devoid of any gimmicky and stays true to its message. The subtle contrast between the abundance and scarcity by juxtaposing fine-dining experience imagery to people struggling to make two square meals, gets the message across without being over imposing.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The video also refrains from the regular traps of guilt-ridden charity, instead it actually aims for light-hearted and inspirational communication with an engaging and directly impactful campaign concept at its heart. Take a look at the <\/span><span style=\"font-weight: 400;\">promotional video:<\/span><\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"A Table To End Hunger - full length\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/mYTTVaLrZrw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">What can inspire charity than knowing that the proceeds of your indulgence are directly going to help secure meals for the hungry?\u00a0<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The microsite for the campaign is precise, informational, has the right influencer showcase and invokes a simple Call-to-Action, making it a well-rounded <a href=\"https:\/\/www.digitalvidya.com\/blog\/internet-marketing-campaign\/\">digital marketing campaign<\/a>.\u00a0<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The innovative digital marketing campaign ticks all the right and required boxes and even goes beyond to win our love on all fronts.<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"the-results-3\"><\/span>The Results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">For this campaign, instead of discussing the analytics of digital marketing platforms, I suggest that you take a look at the campaign\u2019s achievement section for the year 2016 on its <\/span><span style=\"font-weight: 400;\">microsite<\/span><span style=\"font-weight: 400;\">. <\/span><\/p>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<blockquote>\n<p dir=\"ltr\" style=\"text-align: justify;\"><em><span style=\"font-weight: 400;\">\u201cMediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks.\u201c \u00a0 \u00a0<\/span><\/em><em><span style=\"font-weight: 400;\">\u2013 Neil Patel, Founder &#8211; Quick Sprout<\/span><\/em><\/p>\n<\/blockquote>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">As a marketer, what do you think about your campaigns?<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">If your goal is to create successful digital marketing campaigns like these, then a good place to start would be <\/span><a href=\"https:\/\/www.digitalvidya.com\/digital-marketing\/\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Leave your answers in the comments section and let us know about a killer digital marketing campaign that you might have come across and feel that it deserves a place on this elite list.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><i><span style=\"font-weight: 400;\">Image Courtesy:\u00a0 WordStream, The Hunger Project<\/span><\/i><\/p>\n<p style=\"text-align: justify;\">\n","protected":false},"excerpt":{"rendered":"<p>Every year we come across many marketing campaigns that catch our collective fancy and pull at the strings of our hearts. In this article, we dive deep into digital marketing strategy through recently successful campaigns pulled off by four world-class brands and learn how they do what they do. This is a trip to the [&hellip;]<\/p>\n","protected":false},"author":11567,"featured_media":97391,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[28,54,372],"tags":[8503,8504,8505,8506,8507,8508,8502],"class_list":["post-97386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-case-studies","category-guest-post","tag-digital-marketing-campaign-ideas","tag-b2b-digital-marketing-campaigns","tag-digital-marketing-campaign-manager","tag-innovative-digital-marketing-campaigns","tag-digital-marketing-campaign-tools","tag-digital-marketing-campaign-strategy","tag-best-digital-marketing-campaigns"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/97386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/users\/11567"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/comments?post=97386"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/97386\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/media\/97391"}],"wp:attachment":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/media?parent=97386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/categories?post=97386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/tags?post=97386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}