The most effective campaigns in the world!#WHATELSE Axon Alex • May 15, 2017
Here I go again—with ‘the things of the Internet’—this time rounding up 10 of the most effective advertising campaigns of 2016, as per advertising research agency, WARC.
Procter and Gamble (owner of Ariel) is the world’s number one advertiser, according to WARC, with 5 advertising campaigns in a list of the Top 100.
Other adverts that made it to the Top 10 include a subscription campaign for The Economist by Proximity London and a series of ads for Australian swimming pool company Narellan, that used data to target people at times when they were most likely to buy a pool resulting in a 23 percent sales uplift. Other winners include Apple, Always and U.K. department store John Lewis.
Check out the campaigns below.
1. Ariel tells men to “Share the Load”
A father in India looks on as his daughter returns from work. Her son needs a clean shirt; her husband demands for his dinner and her living room needs to be tidied. Ariel wanted the ad to encourage fathers to help with household chores—and of course, sell detergent.
2. John Lewis turns Santa
The British department store’s Christmas adverts are lauded across the globe. Check out this very touching spot from 2015 that had an impact so strong, it sparked £1 million in donations ($1.2 million) and made the store’s Christmas sales shoot through the roof!
3. Lucy the Robot queues up!
What happens when a robot decides to queue up at a mega phone launch? 12,400 enquiries in 3 days. Enough said.
Cole Bennetts | Getty Images
Lucy the Robot queues up for an iPhone 6 as it launches in Sydney, Australia in September 2015.
4. The Rabbit Race that allows you to win!
This eye-catching ad for electronics retailer Media Markt saw rabbits ‘racing’ live on TV. People could get money off goods if the number on their receipt matched the number on the winning bunny. 21 million people viewed the campaign—so that speaks for itself.
5. The Economist sheds the ‘BORING’ tag!
You’re looked upon as a ‘boring business publication’, so what do you do? Well, you make use of data and place highly relevant ads with catchy headlines to gain eyeballs—just what The Economist did! Not only that, the print campaign also ended up gaining them about 64,000 subscribers.
6. Take a dip with Narellan Pools
Australian pool-maker Narellan targeted people when they were most likely to think about swimming pools—on sunny days. The campaign, which used clever data analysis to reach people, resulted in a 23 percent year-on-year sales uplift.
7. The Apple World Gallery.
Mark Cunningham | Getty Images
An advert for the iPhone 6, part of Apple’s World Gallery advertising campaign
Apple wanted to create quite the buzz to promote the iPhone 6 camera, and so it did, by creating a campaign that put pictures clicked by real people on billboards across the world. Apple later claimed that 24,000 “opinion leaders” mentioned the campaign, and that 95 percent of the mentions (on social media) were positive.
8. Doing things #LikeAGirl isn’t as bad as you think!
Procter & Gamble (parent to Always) found that more than half of the girls it surveyed in the U.S. experienced a drop in confidence when they reached puberty. So it created the #LikeAGirl campaign, aiming to change the phrase from negative to positive. After it ran, 76 percent of the people that P&G researched on said they saw the phrase positively, and two in three men said they would think twice before using “like a girl” as an insult.
9. Farmers #FTW courtesy SPC!
Canned fruit company SPC faced stiff competition from cheaper imports, so it created a campaign highlighting its origins and featured its farmers’ faces on its cans. It beat its eight percent sales uplift target and resulted in a change in labeling legislation.
10. Who would have thought being infrequent helps!
According to advertising agency McCann in Australia, 77 percent of Australians fly less than three times a year because it’s too expensive. So it created the “Infrequent Flyers” club for client Tigerair, “the rewards program that gives you absolutely nothing at all,” according to a film on the agency’s website. The club now has 500,000 members and generated AU $2 million ($1.5 million) in sales in three months.