Best Marketing Campaigns of 2024 (So Far)
Written by Account Executive at No Brainer, Ella Howatson

Best Marketing Campaigns of 2024 (So Far)

The first quarter of the year has flown by so quickly, and in this short time, it’s safe to say there have been tonnes of unique and fun marketing campaigns that have caught our attention.

With bolder ideas coming to the forefront, backed up by the advancements in technology, brands are stepping up their marketing game and raising the bar.

To give us the lowdown on some of the standout campaigns of 2024 so far, we spoke with our Account Executive and all-around marketing enthusiast, Ella Howatson .

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Billie Eilish - Close Friends Story

Billie Eilish's Close Friends Instagram Story
Billie Eilish - Close Friends Story

The famous American singer-songwriter, Billie Eilish, has recently skyrocketed her brand by utilising the ‘close friends’ story feature on Instagram and adding ALL her followers to it.

The personal touch and the expectation of exclusive ‘behind-the-scenes’ content sent her fans spiralling.

To promote her new album launch, this clever marketing stunt saw her follower count grow by 10%, with the singer gaining 10 million new followers.

Whilst this may have been for Billie’s personal brand, businesses can also take inspiration from this campaign and explore how they can create a close connection with their audience.

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??♀? Why it works…

  • People love to be part of something special.
  • Leveraging the ‘close friends’ feature not only makes followers feel valued but also entices new followers to join the journey.
  • Think exclusive discount codes, sneak peeks, and behind-the-scenes content – who wouldn’t want to be included in all those exclusive goodies!

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Dragons’ Den promotion

Caroline, founder of Botanycl on Dragons' Den
Botanycl - Dragons' Den

Appearing on Dragon’s Den can be a make-or-break moment for many businesses seeking investment and support. However, the CEO of Botanycl, an organic skincare brand, turned her Dragon’s Den experience into a golden opportunity.

Using paid social on Instagram and Facebook to showcase her pitch to the dragons, she had everyone hooked!

The four-minute-long video focused on portraying Caroline’s personal story, including her reasons for setting up the business, the research that went into producing the product, its unique selling point, and the next steps for the brand, making it all feel very relatable.

The Facebook clip received over 2,200 likes, almost 300 comments and 58 shares – all with positive sentiments, praising the product and brand.

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?? Why we love it:

  • The authenticity of the brand shines through, by leveraging genuine experiences to connect with audiences.
  • The clever use of social media amplifies the brand message and generates engagement.

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Specsavers OOH campaign

Specsavers branded van caught on rising bollards stunt
Specsavers OOH Campaign

In a bold and attention-grabbing move, Specsavers recently staged several ‘parking violations’ as part of their latest marketing campaign. Each stunt included a Specsavers branded van getting caught on rising bollards in different parts of the UK.

This entertaining use of outdoor advertising is a brilliant extension of their iconic tagline, ‘Should have gone to Specsavers’, emphasising the importance of their optical services.

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?? Why we love it:

  • The campaign draws on the recognisable tagline and uses this to its advantage.
  • It’s all about the location, and by placing the vans with heavy footfall, such as Liverpool One, the brand has executed a campaign that is sure to stop passers-by in their tracks.
  • It’s cheeky, fun, and witty – what’s not to love?!


SURREAL’s Social Media Campaign

SURREAL's high protein, zero sugar cereal
SURREAL's LinkedIn strategy

?SURREAL is a high-protein, zero-sugar, keto-friendly gluten-free, and plant-based?cereal (AND breathe ????), and if you haven’t seen their posts popping up on LinkedIn recently, where on earth have you been?

Their social media strategy is so unique, entertaining, and engaging that you can’t help but want to buy their products.

The best thing about their content? They rarely try hard to sell their products. Instead, it’s all in their tone of voice and language that makes you fall in love with them – they’re so human, relatable, and absolutely hilarious.

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?? A few of their recent posts include:

  • 50 excuses for when you’re late to work.
  • Rejected headlines for marketing campaigns.
  • Pictures of dogs (for when they have no social posts planned!).

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??♀? Why it works…

  • In an era where consumers crave authenticity from brands, SURREAL’s approach stands out as being refreshingly genuine.
  • By prioritising entertainment value over direct sales tactics, SURREAL creates a welcoming environment where users feel like they’re part of something bigger than just a cereal brand.
  • This encourages interaction, word-of-mouth promotion and brand loyalty among followers.

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TakingCare’s #HaveTheTalk campaign

TakingCare's #HaveTheTalk campaign
TakingCare's #HaveTheTalk campaign

We recently supported our client TakingCare, a leading telecare provider, in launching its impactful #HaveTheTalk campaign, which sheds light on the UK’s social care crisis.

The campaign offers resources designed to destigmatise discussions around elderly care. These include insightful video interviews with families sharing their personal experiences and challenges related to ageing and caregiving.

Former Olympian Michelle Griffiths-Robinson and influencer Lavina Mehta MBE are among the prominent figures supporting this essential campaign.

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??♀? Why it works…

  • The resources TakingCare have provided address the taboo topics surrounding elderly care and ageing whilst equipping individuals with the information they need to make informed decisions about care options.
  • Featuring high-profile supporters like Michelle Griffiths-Robinson and Lavina Mehta MBE adds credibility, amplifying the campaign’s reach and encouraging more people to engage in the conversation.
  • The campaign has been featured in 45 titles so far, including PR Week’s round-up, The Express, MSN and Yahoo.


?? Key Takeaways:

  1. Harness authenticity: The CEO of Botanycl leveraged her Dragon’s Den appearance to humanise her brand, showing that genuine experiences can resonate powerfully with audiences.
  2. Local matters: It’s not always about going big or going home. Nationwide's local campaign with Chesney Hawkes shows strong community ties, highlighting the brand's commitment to its origins.
  3. Social media engagement: SURREAL’s LinkedIn strategy highlights the importance of interactive and engaging social media content. It's not just about promoting your products but creating a dialogue amongst your followers and fostering a community.
  4. Exclusivity drives engagement: Billie Eilish's exclusive Instagram story serves as a reminder that people love feeling special and included. Businesses can capitalise on this by offering exclusive content or perks to their most loyal followers.
  5. Destigmatising sensitive topics: TakingCare’s #HaveTheTalk campaign tackles sensitive topics with empathy and demonstrates how impactful these ‘taboo’ conversations can be. Supportive resources and advice can drive meaningful engagement and raise awareness of crucial societal issues.

As we move further into 2024, these campaigns remind us that the best marketing strategies are those that surprise, engage, and resonate.

Whether you're a small start-up or an established brand, taking risks and thinking outside the box can lead to memorable campaigns that truly capture attention.

Stay tuned for more insights and inspiration as we continue to uncover the best marketing campaigns of 2024!

Excellent insights, thanks for sharing!

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