4 Game Changing Marketing Campaigns
Have you ever contemplated why you feel compelled to buy an expensive diamond engagement ring? Why you may be prepared to pay way more for an Apple product than the equivalent non Apple product and why you would be prepared to pay hundreds of dollars for a pair of Nike shoes, when you know they were made in a factory in Taiwan for a fraction of that cost?
It’s marketing, the message and experience you are convinced to absorb – which in turn drives your behaviour. Let’s examine 4 really powerful game-changing marketing campaigns.
Nike – Just Do It
The three words that Nike introduced in 1988 inspired by the last words of the famous criminal Gary Gilmour. This campaign spurred Nike’s North worldwide sport shoe sales from $877 million to $9.2 billion in 10 years. The campaign is unique in that it was one of the first marketing campaigns for sports shoes, specifically aimed at positioning a sports shoe as a fashion statement.
De Beers – Diamonds
Not a marketing campaign as such, more a market manipulation strategy using marketing as a key communication method. De Beers controls absolutely every element of the diamond supply chain from exploration, mining right through to marketing.
At the outset of the depression they constrained consumer supply so extensively and marketed so heavily that Diamonds moved from being a commodity to a hyper luxury item.
It was De Beers that promoted the notion that an engagement ring should be 3 months of a man’s salary – to set a benchmark on the price of diamond.
Apple – Think different
Steve Jobs had only just returned to Apple and felt that he needed to reassert why Apple was “Apple”. It was a campaign that didn’t once mention computers or any Apple products for that matter, and was almost a battle cry for staff to “think different”. This campaign spawned a number of mini-campaigns including the now famous and poignant – here’s to the crazy ones adverts. This campaign is heralded as being the starting point of Apple’s remarkable success today.
Tiffany and Co – Tiffany Blue
Possibly the most recognisable and desired retail colour in history. The use of the blue was the brainchild of the founder of Tiffany and Co, Mr Charles Lewis Tiffany. They had used it – now known as Tiffany Blue for catalogues and the like, and then started using the blue when wrapping purchases.
Tiffany and Co have gone to the extent of trademarking the colour, the box, the method and style of wrapping gifts and many other items related to the colour Tiffany Blue.
If you consider that none of these are active nor being promoted – it shows how powerful they were, given that every one of the above campaigns is still well entrenched in the consumer psyche.
Marketing is such a key component to a brand that when done well, carries a legacy through many years. All of the above-mentioned companies no longer used their campaigns but have made their brand so well known that consumers won’t be forgetting them in a hurry.
*Cover Image: https://greensock.com/wp-content/uploads/2014/02/logo-nike.png & http://www.free2png.com/apple-logo-png-2727/ & http://www.tiffany.com.au/Locations/Default.aspx