Marketing Campaign Successes of 2021
Our look into which brands are doing it right this year (so far).
As marketers, we are always paying attention to ads and what brands are doing to market themselves – what they are doing right and wrong, what are the trends, what makes the ad a success, and what can we learn. We want to share a few marketing campaigns that were not only successful in 2021, but also had a lasting impact on consumers’ lives and can be used as inspiration for other brands in their future marketing campaigns. These campaigns bring a more humanistic approach and help inspire inclusivity, address toxic messaging, and spark empowerment, which ultimately helps form and maintain a stronger brand-consumer relationship.
Here’s our look at some of the biggest successes of 2021 so far. Let us know what you think.
For Pride Month, Sephora celebrated LGBTQ, non-binary and genderfluid people with their “Identify as We” campaign, which is a continuation of their newly launched We Belong To Something Beautiful company platform that features influencers like Fatima Jamal and gender-conforming model Aaron Philips. The ad is inspiring and helps create a sense of belonging within the beauty community. Sephora holds themselves to a high and public set of standards around creating a welcoming space for everyone and, by doing so, they express inclusivity with the rise of multicultural customers and evolving global conversations. They’ve mastered inclusive marketing and have been able to appeal to a diverse range of customers.
In Gillette’s ad “We Believe: The Best Men Can Be,” Gillette confronts toxic masculinity by pointing out that their 30-year slogan “The Best A Man Can Get” was part of the problem. Their ad challenges gender norms and acknowledges their past shortcomings. Gillette voiced their marketing campaign on various social media platforms using the hashtag #TheBestMenCanBe, and have committed to donating $1 million a year for three years to non-profit organizations that help men aim to achieve their best. The Gillette ad received thousands of likes and retweets on Twitter and had over 36 million views. By acknowledging their past failures, Gillette was able to move forward and form a lasting impression, as people continued posting about their ad on social media platforms long after it had stopped running. Using organic social media and including hashtags in campaigns will open discussions with a brand’s audience and generate engagement, while allowing customers to relate to the brand.
Dove has been focusing on a powerful digital marketing campaign that helps empower men and women to feel comfortable in their own skin. The #NoDigitalDistortion hashtag has been inspiring individuals to feel more comfortable with who they are naturally. Even big-name celebrities like Lizzo hopped on board by posting natural, filter-less selfies on their social media platforms. Dove is engaging with their audience in a unique way and building a stronger community through this campaign. By straying from simply putting out ads to promote their products, they’re inspiring customers and making them feel more connected to the brand.
Fitbit’s “MyReasonIs” campaign includes videos and blog posts from real people sharing their success stories, including a woman striving to get fit to beat diabetes and a man tracking his sleep to improve his health. Fitbit has made an effort to respond to users and praise their efforts, and has continued to do so on social media. Showcasing their user success stories highlights Fitbit’s commitment to their consumers, and assures them that they add value and care about their lives.
Katie Horton is an intern at Bond Moroch.