Dove’s marketing message is clear: the concept of feminine beauty is too restrictive and must change. In this way, the brand connects with a very deep concern of its female target audience and leaves a deep impression. As indicated in the previous section, the message even reaches the shape of the packaging.
Dove: For real beauty
The Red Bull energy drink brand is an example of specific positioning. With a name and logo that convey strength and energy, this brand’s marketing campaigns are based on creating unique experiences.
With the slogan “red bull gives. You wings” – mainly on television – a large part of. Red bull’s marketing campaigns are. Linked to sponsorship of events, always linked to. Adrenaline rushes and strong emotions.
GoPro Awards: User Generated Content
Gopro is an example of a. User-generated content campaign. This camera company forcapturing high-quality videos and photos in extreme situations has a. Similar target audience to red bull. But in this case, the focus of the marketing. Campaigns falls on ordinary users.
Their #GoProAwards social media marketing campaign is all about promoting the best photos created by GoPro camera users, with cash prizes. This way, they chinese overseas america database feed their social media channels like YouTube and Instagram with authentic content and generate a sense of community around the brand.
KLM: Christmas dinner
In 2016, the Dutch airline KLM hosted an anonymous Christmas dinner at an airport. The dinner was held at a raised table with 20 chairs, where anyone could sit. Once all the seats were full, the table was lowered and the 20 strangers could dine together.
This example shows that physical marketing chris janssen management consultant actions continue to have a great impact today, as a complement to digital marketing. Beyond the 20 participants of the dinner, by publicizing this event on social networks and in the press, KLM has sent a powerful message of closeness to its entire audience on the occasion of the end-of-year festivities.
Burger King: Goodbye, 2020
The Covid-19 pandemic has integrated many companies’ marketing campaigns with crisis communication. Burger King’s marketing team launched its “Goodbye, 2020” campaign in the summer. In July, the brand aired an advertisement be numbers that pretended that Christmas had already arrived and the year was over.
The surprise effect managed to provoke a reaction among the recipients, whose daily lives were affected by the pandemic at the time.
