What innovative product marketing campaigns have inspired you?

If you think you have a brand that could not be relaunched every year, you are not using Spotify or you are not into Social Media. The Spotify Wrapped is one of the most important events in the life of music lovers. It does not care if you are into Rock, Latin Jazz or Punk music, you are waiting to know what happened in your life according to music. It's obvious that Spotify spend a lot of money doing that, but the ROI they received in TOM is amazing.

For me, I am truly inspired and awed by the Volvo trucks commercial starring Van Damme with his most epic split! Everything in this commercial was perfect in its cinematography - from the style of execution, soundtrack, lighting besides the star himself etc.

I can provide examples of innovative product marketing campaigns that have impressed many in the industry and consumers: Apple's "Get a Mac" Campaign: Apple's series of "Get a Mac" commercials featuring John Hodgman as PC and Justin Long as Mac were not only humorous but also effectively conveyed the benefits of Mac computers over PCs. Tesla's Product Launch Events: Tesla's product launch events, such as the unveiling of the Model S and Model 3, generated enormous buzz and anticipation, combining innovation and showmanship. Burger King's "Whopper Detour": Burger King used geo-targeting to encourage customers to go to McDonald's and unlock a discounted Whopper through their mobile app, turning their competitors into a marketing tool.

It is incredible to see the traction Spotify Wrapped has gained in just a few years. I'm impressed every year with how they expand the wrapped product with additional metrics, videos from top artists etc. It is easy to see their organization is product and product marketing driven. I'm shocked to see similar products (like Kindle/Goodreads) not offer a similar marketing tactic to make their readers feel accomplished and excited about the books they have read. The model is already there, and the adoption would be quick (copying is the most sincere form of flattery afterall)

Spotify wrapped, is one of the best examples of digital marketing strategies. It involves users with the experience factor and goes beyond that to create a space for everyday users to share on the most popular social media platforms. It is an annual event that people wait for with excitement! With almost zero budget (showing it directly on their platform), it's one of the best reach values for everyone. Plus, there's this mass psychological effect of missing out. So it's a great way to generate new users and keep the current users motivated to stay on the platform!

Apple's iPhone 15 marketing, exemplified by "A Love Letter to Hollywood," showcases innovative storytelling. It brilliantly demonstrates the phone's capabilities, blending technology with creativity. By filming a music video for Olivia Rodrigo and a Lucha Libre documentary, Apple illustrates the iPhone as a versatile tool for content creation, appealing to a wide audience. This approach, aligning with current cultural trends, not only highlights product features but also establishes an emotional connection, making it a standout in product marketing.

As a headspace user myself, I’ve experienced this “campaign” as an ongoing, built-in selectable journey. They’ve made the transitions between steps within a journey or across journeys virtually seamless. This could not be more important in an app dedicated to meditating and generally finding one’s self amidst not thinking so much. Headspace has done an incredible job finding balance. It’s encouraging, but doesn’t convey expectations. It’s welcoming, yet helps users get right into experiences without overdoing it with intros, etc. They’ve experimented with physical health content - as well as additional video content from psychologists and meditation experts and have implemented new features in very thoughtful ways over the years.

The Headspace Journey campaign offers a personalized and immersive experience. It combines guided meditation and animation. Gamification, interactivity, and humor are used to engage users. The campaign educates and motivates users to explore different meditation types. It also tracks their progress and benefits. The campaign showcases product features and benefits in a fun and relatable manner. It appeals to both beginners and experts.

La campagne Headspace adopte une approche fantastique, réussissant à présenter les fonctionnalités et les avantages du produit avec humour et interactivité, ce qui est très ingénieux et difficile à réaliser, surtout en matière d'humour. Toutefois, l'aspect le plus intéressant est la gamification, qui séduit notamment la génération Z. Intégrer la gamification, que ce soit dans le marketing ou dans la stratégie d'entreprise, peut non seulement améliorer l'engagement des fans mais aussi celui des collaborateurs, favorisant ainsi le bouche-à-oreille et le potentiel viral. Cependant, il est crucial de s'entourer de professionnels de la gamification pour éviter un échec, car les approches mal con?ues peuvent produire l'effet inverse.

This campaign is a marketing masterpiece infusing humor, creativity, and psychology, it hits all the right notes. Duo, the friendly yet persistent owl, adds a delightful touch of humor to the app and makes it engaging and enjoyable. Psychologically, the campaign taps into our innate fear of missing out and the desire for social validation. It cleverly nudges user to return to the app, aligning with the core principles of effective marketing. To sum, Duolingo Push is a prime example of how marketing can captivate and retain users. However, maintaining a balance to prevent potential user annoyance is crucial. (Especially with some hints of Duo being demanding). Otherwise? It’s a wonderful strategy!

Language learning apps are a crowded space. How do you stand out? This campaign brilliantly taps into our innate fear of missing out (FOMO) and our desire to stay committed to our goals. When you receive a notification saying, "Duo is outside," it's not just a reminder to practice; it's a mini-story unfolding. It transforms a mundane app reminder into an exciting event.What's more, it sparks conversations. Users share their "Duo sightings" on social media, creating a community around the brand. This word-of-mouth marketing is gold, and it's driven by a simple, yet innovative, idea.

DuoLingo are marketing geniuses. This has been by far one of the most successful approaches I’ve seen with digital products, which proves once again that humour will always win. DuoLingo have successfully integrated virality potential, product value, and customer retention into a single push notification. If that’s not a brilliant move, I don’t know what is.

In my opinion the Duolingo Push campaign is excellent and highlights how the current connectivity in teh world′s can be used in a innovative ways to promote education by offering an incredible opprtunity for people of all ages and skill levels to learn languages in a effective and engaging way.

AI and Digital marketing should be your focus. I have been out of advertising to know duo. I have become immune to emails due to the volume and political year

Slack’s rebrand was much more than a simple facelift. It did serve many important functional design needs. But rather than simply executing a simple brand update, Slack chose turn rebrand into a campaign to formally symbolize its ascent from a successful tech startup to a blue-chip player in the world of business communications at large.

The rebranding of Slack was a smart move to enhance its presence in the market and overcome challenges related to the application of its logo in different formats. The new visual identity reflects the simplicity and ease of use of the software while updating the familiar hashtag logo to ensure consistency across all scales and contexts. An approach that not only modernizes the brand's image but also strengthens its identity in an ever-evolving market.

Airbnb's Experiences campaign brilliantly exemplifies the strength of diversification in the modern marketplace. By extending their services to include not just accommodations but also personalized local activities, Airbnb has tapped into a niche market for travelers seeking authentic experiences. This strategic move not only differentiates Airbnb from other service providers but also capitalizes on the trust and community they've built, creating a symbiotic ecosystem where hosts and guests alike can share in the richness of local cultures. It's a forward-thinking approach that redefines the travel industry and underscores the importance of innovation in product marketing.

Another simpler but effective example is that of the workday walkthrough assistant for enterprise clients. While it isn't as innovative or far-reaching as the Spotify-wrapped campaign, its a very constructive guide/campaign that, makes the platform user-friendly, and enables early users to navigate and adopt all the tools and services embedded in it, accurately. Something that we tried to emulate (& and build on) in our company for our b2b partner platform, which has several key resources for our restaurants & and grocery chains, and is essential for everyday operational efficiency.

Al ofrecer experiencias auténticas, Airbnb se alinea con la demanda actual de viajes más significativos y personalizados. La integración de estas experiencias en su plataforma aprovecha su base de usuarios existente y puede fortalecer su posición en el mercado de turismo. Un gran acierto.

There is an evident synergy between the Airbnb Experiences campaign and the communication of Bem Bacana that explores the furniture rental market understanding that at any time someone may need furniture or want to exchange, and brings a large offer of products with a huge variety meeting the various needs, tastes and styles. It’s very inspiring!!

Airbnb Experiences and the surrounding marketing campaign is spot on for its clear-headed addressing of a problem that, if left unaddressed, would have easily begun to erode both consumer confidence and marketshare for Airbnb. Getting out in front of the VRBO "attacks" on having to share spaces with other people (yuck), and turning that on its head to highlight how that very thing can be exactly why a person chooses an Airbnb (and also pointing out in other ads that you can have the whole place to yourself, "why stay at a hotel") is a stroke of pragmatic, tactical marketing savvy.

Oatly has built a great case study for people to understand the impact of great product marketing. Before their launch, the options on the supermarket milk shelf looked incredibly similar. Dozens of brands with a similar archetype, speaking from the same tone of voice and pushing the same features. Oatly saw the opportunity to stand out from the crowd and adapted all the above. Utilising research of their target consumers and a solid understanding of their product's own differentiated value to create something that appeared truly unique. Product marketing is about defining the value your product has that is currently not represented in the market. You can clearly see their differentiated value in seconds in every marketing activation.

All the product marketing campaigns have their distinguished features to attract the audiences.. So many big lavish brands have adopted these techniques to grow their brands' demands and generated high volume of profit. My question arises that what could be the techniques suitable for the new start-ups. ..baby brands those have all potential to be converted into cash cows. At initial level they must develop such campaign which can cater the needs of all sorts of audiences..and after that they can identify their targeted audience. Because in many cases your potential customer can back off and an entirely new comer became you loyal customer if your product marketing campaigns is speaking to the volume.

It's easy to see the brilliance in campaigns like these, it's oh so much harder to come up with something that works for your company, your brand, and your budget. Almost as hard as getting anything new and exciting through the approval process. (A camel is a greyhound designed by a committee.) That said, all the great campaigns have several common features. They start with a great product, they target a specific customer, and they offer a real solution in fun and engaging way.

I agree with Sarah as well. It's easy to see the big brands because they have lavish budgets to push on all channels. What about the little brands or start ups with a non-existant budget? Getting creative in these limitations is what can help push those brands and make an impact. One brand I've shopped with since they were a tiny start up is Bones Coffee Company. They had an extremely limited budget but had great digital presence to get started. Now that they've grown their digital presence has evolved to include GIFs and funny videos of how their coffee is different from big box brands.

100% agree with Sarah. Budget for growing b2b's is limiting. You have to be creative but also be true to your brand. I've seen some creative use of video via social posts from both Wistia and Klue for launches. Any other creative channels you have seen by smaller b2b companies?