Magazine article Marketing

2014 Review of the Year: Marketing Moments - Top 10

Magazine article Marketing

2014 Review of the Year: Marketing Moments - Top 10

Article excerpt

Nicola Kemp unveils the big moments in marketing in the past 12 months.

Always boosts confidence with #LikeAGirl

For an ad to completely redefine a turn of phrase is no mean feat. Yet this is exactly what Always achieved with its 'Like a girl' campaign The brand, which launched the activity in June, turned to celebrated filmmaker Lauren Greenfield to create the ad. It was born out of brand-commissioned research that found half of girls report a drop in confidence after their first period.

The ad's first-person narrative beautifully depicted the way in which girls self-censor as they reach puberty; when the term 'like a girl' quickly, yet unthinkingly, becomes an insult. It is a seemingly harmless development, but one that is so important in understanding and addressing how many young girls' confidence is replaced by acute self-consciousness at the onset of puberty.

Amid the clutter of competing brands in this space, Always succeeded where many other brands had failed, in taking a marketing campaign and building a genuine movement from it.

The rise and rise of the 'selfless selfie'

Online activism remained a key trend in 2014, and the success of the #icebucketchallenge and #nomakeupselfie left social-media agencies scrambling to decipher exactly how brands could ride the wave of this 'selfless selfie' bandwagon. It was a trend fuelled as much by the desire to show your 'best side' - both literally and metaphorically - as it was to do something good and act with purpose.

Ultimately, commercial ventures will struggle to achieve the same level of engagement and willingness to share that a charitable fundraising drive is able to. However, the 'selfless selfie' phenomenon underlines the potential to tap into the broadcasting power of 'generation selfie' With the rise of social media, recording and sharing experiences have replaced acquiring products as the key mechanism for consumers seeking to boost their social status.

Commentators have criticised the rise of the charity selfie for its narcissistic tendencies, but the emerging consumer behaviour it reflects is more nuanced than that. Connecting with others through a community, whether real or virtual, in pursuit of a shared goal is life-affirming. The selfie phenomenon might be a bubble and consumers may well suffer from selfie fatigue, but the desire to broadcast their experiences and the endless pursuit of validation will remain.

Adidas wins 'social World Cup' with 'All in or nothing' campaign

'All in or nothing' was more than just a World Cup strapline for Adidas; it was a real-time marketing state of mind. The brand's approach to 'anticipated content' throughout the tournament has provided a new standard for marketers attempting to maximise the potential of the social newsroom to better connect with consumers via social channels. The brand and its social-media agency, We Are Social, even brought an inanimate object to life; Brazuca, the official Adidas match ball, became a media player in its own right. The @brazuca Twitter handle was the fastest-growing account on the platform during the tournament, amassing 2.98m followers. The 'social World Cup' was a marketing masterclass and all eyes will be on next year's Rugby World Cup, to see how brands develop their content in the months ahead.

Royal-baby mania mark two is born

Nothing can prepare you for the love and excitement that accompanies the birth of your first child. If you are the Duchess of Cambridge, however, that excitement (among UK social-media managers at least) is not confined either to your own home (or palace), or your first child.

Having seen the impact of the birth of Prince George, who managed to propel brands to a global stage before he could even walk, marketers had their hands hovering over the 'tweet' button as the news broke that the Duchess of Cambridge is expecting her second child. …

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