What is the greatest digital campaign in the entire world of marketing? Take a look at the candidates and decide for yourself.
There are dozens of legendary marketers and marketing campaigns. People always think of classic ads that broke the mold, like Apple’s iconic 1984 commercial that introduced the Macintosh computer to a Super Bowl audience of millions.
What about digital marketing campaigns? These campaigns are so dispersed among the many social media networks that it’s hard to find a memorable campaign that had the impact of a commercial like Apple or Nike’s Just Do It ads with Spike Lee.
You can learn a lot from a digital campaign, you just have to know what makes a good campaign. Read on to discover the best digital campaign of all-time and the lessons you can take away from it.
Zappos
Zappos built its reputation as an ecommerce company with a little bit of digital marketing to back it up. You can say that Zappos let the quality of the service do the talking for the company.
When it came time to scale the business up, Zappos rand a digital marketing campaign that was like lighting a powder keg. The company was one of the first adopters of social media marketing, which it used to build a loyal community.
Business just exploded and Zappos never looked back.
The lesson here is that you have to start with a good product and customer experience. The philosophy of Zappos is to wow its customers every day.
Without those two pieces, you can have a great digital campaign, but no business to back it up. Zappos was able to easily build a community because of it.
More Digital Campaign Lessons
You can find so many more lessons by studying other people’s work. It’s not just the best campaigns that you can learn from, but the bad ones as well.
For example, DiGiorno Pizza tried to jump on a trending hashtag without understanding the context of the hashtag. The hashtag was #WhyIStayed and was full of stories of women who stayed in abusive relationships.
DiGiorno tweeted something completely inappropriate, and the brand was damaged.
The lesson here is that while it’s important to be timely and relevant, you need to think before you tweet. Have a team to look over your plans before you execute.
On the flip side, there are excellent examples of digital campaigns to follow. Your business may have retail and online experiences, which would need an integrated marketing effort.
Out of all of the marketing plan examples, The Field Museum of Chicago stands out. They used social media and pop-up art exhibits to increase interest in its offerings. The museum also leveraged local influencers who would help spread the word about where the pop-up exhibits would be.
Learning from Digital Marketing Campaigns
Running a digital campaign isn’t easy. It takes careful planning and outstanding execution. You can take the lessons from the best and worst digital campaigns and learn from them.
You have to start with a great customer experience and understand your audience. You should be careful about hopping on trending topics and utilize an integrated experience.
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