Advertising is a dynamic, constantly evolving concept.
31% of advertisements are now emotion-based, not rational, and the “likeability” of a company has a direct impact on sales figures. Customers want every interaction with a brand to feel like an authentic, human experience, forcing brands to invest in a deeper knowledge of their target audience.
If that wasn’t enough, the channels we use for marketing are changing. Television and print ads have been replaced with social media and online video. Brands need to constantly experiment with new landscapes to discover ways of embedding themselves into their customer’s psyche.
One of the best ways to keep upgrading your marketing efforts, is to learn from more successful brands. Evaluating the best ad campaigns of other companies can give us a useful insight into what it really takes to connect with a customer. Let’s take a deep dive into what makes ads truly memorable.
Viral Advertising Campaigns: What Makes Ads Unforgettable?
Connecting with your audience in 2022 requires companies to be authentic, emotive, and unique. Today’s consumers aren’t moved by the same old marketing efforts. The most unforgettable ads are the ones which speak to customers on their level, using a range of techniques, from social media influencers, to video, to strike an emotional chord.
While there’s no one-size-fits-all recipe for creating viral advertising campaigns, many of the best ads from recent years are:
- Simple: Your customers are busy. They don’t have time to figure out the hidden meaning behind your ad campaigns. Today’s audience needs ads to be simple, straightforward, and concise. Make sure your campaigns have a strong central message.
- Emotional: As Maya Angelou once said, people might forget what you said, but they won’t forget how you made them feel. Emotion, from the happiness of Coca-Cola to the concern and fear of ads from charities like Water Aid, leaves a lasting impression. Consider how this video makes you feel.
- Relevant: The best ads are aligned with the interests and values of your target audience. Before creating any messaging for an ad, consider what drives your customers. What are their pain points, their desires, and their current areas of concern?
- Consistent with your brand: The types of marketing campaigns you create and the mediums you use (video, social media, email, etc) might change. Your brand identity in those ads should always stay the same. Make sure your tone of voice, brand colors, and other essential brand assets continue to shine through.
- Authentic: Today’s audiences are switched-on and highly sceptical. They’re not going to believe hyperbolic statements like “We’re the best” on a whim. Your messaging needs to be authentic, believable, and honest. Fail to be honest with your audience and you risk scaring them away to your competition.
- Memorable: The best viral advertising campaigns achieved their status by doing something special. Brands can use everything from twists to comedy and shock to make sure their ads are remembered. Advertising a moldy whopper might not have seemed like a good idea for Burger King initially, but it created an image customers wouldn’t forget.
13 of the Best Advertising Campaign Examples of All Time
The concept of the “best” ad campaign is subjective. We all have ads that stick with us throughout the years. Some campaigns were so iconic they shook the marketing industry for years after their debut. Here are the most memorable ad campaigns of all time.
Nike: Just Do It
Nike, one of the world’s leading athletic apparel companies, adopted the “Just Do It” slogan in 1988, while the brand was struggling with financial difficulties. The slogan was intended to be a motivational push for Nike’s audience, and an insight into the company’s commitment to treating all customers as potential athletes.
The “Just Do It” campaigns introduced in the last 30 years have continued to convey the emotional, motivational, and relatable aspects of Nike’s brand to millions of consumers. Today, the phrase is inseparable from the Nike brand.
Dove: Real Beauty
Dove has long set itself apart from other companies in the beauty and skincare market, by focusing on acceptance for all kinds of skin and body types. Unlike other cosmetic brands which have been criticized for their “fake” approach in the past, Dove wanted to highlight it’s commitment to authenticity with the “Real Beauty” campaign.
This ad strategy carried a heartfelt message, asking customers to appreciate themselves, and remember that beauty is in the eye of the beholder. The ad was enough to get people smiling, and feeling more positive about the Dove brand.
De Beers: A Diamond is Forever
Iconic enough to inspire songs and quotes, the “A Diamond is Forever” campaign is an excellent example of viral advertising before the internet even existed. The De Beers brand launched this slogan in 1947, and it’s still in use today – making it one of the longest-running campaigns in history.
The slogan was created during the Great Depression when sales of diamonds had begun to diminish. De Beers wanted to change the relationship between Americans and the diamond trade and give it a sense of romance. Before this campaign, it wasn’t common to propose with a diamond engagement ring. De Beers changed the way we look at diamonds forever.
Pepsi: Is Pepsi Ok?
Viral advertising campaigns often capture the attention of customers by catching them off guard. Pepsi took advantage of this fact in the “Is Pepsi Ok?” campaign. For years, the company has fought against Coca-Cola for a larger share of the soft drink market. People still regularly ask for “Coke” in bars and restaurants, leading to the response “Is Pepsi Ok?”
Building on this commonplace experience, Pepsi partnered with a range of superstars and celebrities to show Pepsi as being “more than ok”. The ad got people laughing and changed the way many customers felt about the competition between Pepsi and Coke.
Apple: Think Different
Apple appears on many lists of the most memorable ad campaigns for it’s iconic “Get a Mac” campaign. Perhaps even more unforgettable, is the “Think Different” strategy from the technology brand. Though this advertising slogan was first criticized for being grammatically incorrect, it stuck in the minds of consumers.
In 1997, Apple launched it’s new “Think Different” campaigns in a host of print advertisements and commercials. The motto asked consumers to defy expectations – just like Apple itself. The ad resonated perfectly with customers who wanted to stand out from the crowd.
Budweiser: The “Whassup” campaign
One of the simplest, but most memorable ad campaigns on this list, the Budweiser “Whassup” campaign spoke to an entire generation. The ad starts with someone answering a phone and watching a game. As more people join the call, everyone starts echoing the “Whassup” catch phrase, creating a sense of community and fun.
The ad became an iconic part of the company’s identity and helped younger audiences to associate the Budweiser brand with relaxation, fun and friendship. This ad was also funny enough people started mimicking it in person.
Always: Like a Girl
Taking a new perspective on a common idea is one of the best ways to make your business stand out. Always decided to flip the script and strengthen its connection with its female audience with the “Like a Girl” campaign. This advertising effort involved a number of powerful women coming together to change the context of the phrase doing something “like a girl”.
This advertisement was particularly effective because it aired at a time when women were working hard to fight for equality and representation. The ad was inspiring, motivational, and emotional enough to grab the hearts of Always’ audience.
Dos Equis: The “Most Interesting Man in the World”
A great advertising campaign creates a sense of desire in your target audience, not only to purchase your products, but to access the lifestyle or experiences you’re depicting. The Dos Equis “Most interesting Man in the world” campaign was excellent for this.
This advertising campaign, which started in 2006, changed the idea of drinking beer to attract beautiful women or get into a “party mode”. Instead, Dos Equis positioned itself as the beer for a more sophisticated drinker, and it captured the attention of a huge audience as a result.
Google: The Year in Search
As mentioned above, many of the most memorable ad campaigns are successful because they strike an emotional chord with the viewer. Every year, Google’s “Year in Search” campaign reminds us of the incredible and disastrous things which happened in our world over the last 12 months. At the same time, it draws attention to Google as our central repository for finding information and news.
These advertisements from Google connect with customers on a deeper level by discussing the topics they know they’ve been interested in for the last year. Simultaneously, Google’s ads are designed to create a sense of hope in viewers, reminding us there’s both good and bad in the world.
P&G: Thank You Mom
P&G’s “Thank You Mom” campaign has a strong focus on emotions and building a deeper connection with its target audience. It offers an insight into some of the most inspirational people in the world and reminds us of a brand which supports the most important people in our lives – our parents.
The great thing about these viral advertising campaigns from P&G is how effective they are at speaking to the right audience. P&G knows they need a strong family image to appeal to the customers who purchase their products. This advertisement helps to show P&G’s human side and make them seem more authentic.
Old Spice: The Man Your Man Could Smell Like
There are all kinds of emotions companies can take advantage of when it comes to building a memorable advertising campaign. One of the best ways to get people talking about your ads is to make them laugh. Before Old Spice created the “Man Your Man Could Smell Like” campaign, they were often seen as being an old-fashioned brand.
By experimenting with comedy, a new image, and a range of outlandish scenes, Old Spice was able to completely transform their appeal. The company started attracting a younger audience, and also became a “meme” among customers.
Wendy’s: Where’s the Beef
Drawing attention to another company with your advertising campaign can be a dangerous process. It’s also a great way to demonstrate your unique selling points as a growing brand. Wendy’s “Where’s the Beef” campaign was an excellent example of this. The ad drew attention to the lack of real meat in other competing hamburgers and convinced more customers to buy from Wendy’s instead.
Though Wendy’s didn’t run this ad campaign for long, it became a memorable part of the company’s identity. The brand also used the tongue-in-cheek personality they developed for this ad campaign as a way of enhancing the brand image in the years to come.
Coca Cola: Share a Coke
For years, Coca Cola has shown us some of the most memorable advertising campaigns of all time, from the “Always the Real Thing” campaigns to “Taste the Difference”. Perhaps the most successful campaign of all was the “Share a Coke” advertisement. The Campaign involved placing a number of names on coke bottles and cans around the world.
Coke appealed to the joy of being able to get a more personalized experience from something a simple as buying a drink at a store. People were more likely to spot a coke bottle with their name on and decide to buy that, than they were to purchase any other drink. The Share a Coke campaign was so successful, the company revisited it a number of times.
Make your Mark on Advertising History
The ultimate goal of an advertising campaign shouldn’t just be to make sales – it should be to secure a place in your customer’s psyche.
The memorable advertising campaigns above were effective in that task, leveraging emotion and stories to connect with customers on a deeper level.
As we can see from some of the best advertising campaign examples from the years gone by, there’s more to a great ad than a catchy slogan. Today’s companies need to find an authentic, emotional, and engaging way to connect with their audience through a range of mediums.
Get your ad campaign right, and you could be the company your customers talk about for years to come. Who doesn’t want to be the next “Got Milk?” or “Share a Coke?”