Here is our list of the greatest digital marketing campaigns from 2019, including influencer marketing, social media, user-generated content, viral videos and more.
MoonPie, the snack food brand (basically an American version of the Wagon Wheel) are known for their off-kilter Twitter presence, and in 2019 the company took their irreverent humour to a stratospheric level, launching a campaign to send a MoonPie to the Moon.
Please just sign this https://t.co/0DGb74SwEm
— MoonPie (@MoonPie) July 3, 2019
MoonPie’s campaign was impressively planned to tie in with NASA’s 50th anniversary celebration of the Apollo 11 moon landing, and their announcement to return in 2024.
With the video gaining hundreds of thousands of views and their tweets shared extensively – along with an accompanying petition on Change.org – the bid to get a MoonPie to the Moon was witty, fun, captivating and hugely engaging with the public. Not bad for a biscuit.
Marmite’s famously divisive product is front and centre of its Hard Breakfast campaign, which plays on the divisions created by the Brexit vote. It’s a strong, clear and cheekily pitched creative campaign that really took off on social media, where a lot of debate still rages on.
Love it or hate it. pic.twitter.com/09YDVfK6F2
— Marmite (@marmite) March 28, 2019
What adds to its strength is the simple ‘love it or hate it’ message that accompanied the image, referring to both Marmite and Brexit itself. Marmite clearly understand the strength of their advertising history and the product as a byword for something very divisive, and play to their strengths massively.
Love it or hate it. pic.twitter.com/rPvzyCCHjw
— Marmite (@marmite) May 23, 2019
Video content continued to rule the roost in 2019, with a HubSpot survey from showing that 54% of consumers want to see more video content from a brand or business they support. Our pick of the year’s viral marketing videos is Gregg’s tasty advert for the launch of their vegan sausage roll.
A parody of smartphone adverts, the campaign shows off the pastry in incredible, annotated detail, using humour and brevity to make its mark – gaining over 5 million views across social media in a matter of days.
Add the outrage generated by Piers Morgan, and shops selling out of the product, and it all added up to an incredibly strong and memorable launch.
A collaborative campaign by the tech-for-good firm Lightful saw such charitable organisations as the Samaritans, Macmillan Cancer, the RNLI, the World Wildlife Fund and others come together to share positive new stories on social media, under the hashtag #ReclaimSocial.
Listening to inspiring stories from wonderful people is our favourite part of being genuinely social on #socialmedia
— Lightful (@lightful) June 30, 2019
The charities encouraged other social media users to post their own positive stories and inspirational stories to Twitter, Facebook and LinkedIn, with the aim of producing a positive and feel-good day across social channels all over the world. The campaign gave a chance for each charity to showcase the positive work they have been doing – increasing positivity on social media, and inspiring others to drown out negative comments.
The Nike Dream Crazy campaign, created by Wieden & Kennedy Portland, divided audiences worldwide upon its release in the last quarter of 2018. In February 2019, Nike continued the campaign with a call out to women everywhere: Dream Crazier.
The advert, voiced by and featuring 23 time grand slam winner Serena Williams spotlighted women who had broken barriers in sport and inspired generations of athletes. It features many outstanding female athletes such as Chloe Kim, the snowboarder who became the first female to land a Frontside Double Cork 1080, and Ibtihaj Muhammad, the Olympian fencer who became the first woman to wear a hijab in competition during the Olympics. These well-known, but also remarkable, sporting women and meant the brand got great cut-through by tapping into raw emotion.
The campaign launched during the 2019 Academy Awards ceremony and sparked a campaign to appeal to women in sport ahead of the women’s football world cup. After just one day, the video went viral with over 6 million views on YouTube and more than 28 million on Twitter.
You wouldn’t think social users telling you your product is a different colour to the one you claim it to be would be good for your sales, but Innocent have managed to prove otherwise. Their highly debated, blue smoothie went viral on Twitter with the brand replying to every (and yes, we mean every) tweet contesting the colour. This social media post blossomed into a campaign and people everywhere were discussing the product. A great way of causing a social stir, while remaining true to their brand.
We’ve made a new drink. It’s blue. It’s tasty. It’s blue. It’s good for you. It’s blue. It’s made from apple, lime, guava, and coconut water. It's blue. It’s boosted with vitamins. It’s blue. It's the perfect subject for a Venn diagram.
Did we mention it's blue? pic.twitter.com/7T4QFZlWGm
— innocent drinks (@innocent) April 18, 2019
Following on from previous iterations of the Shot on iPhone campaign, this year the brand brought out the campaign again but this time, as a challenge. The hashtag has had over 8 million uses on Instagram and has showed the depth of range for potential when shooting on the device, regardless of whether you’re a novice or pro photographer. In the Instagram era, this is a great way to market your product without creating any content in-house.
The gift that keeps on giving, Apple will never run out of endorsement for their camera quality, or UGC content to share on their own channels.
We can’t talk about 2019 marketing stunts without talking about the World Record Egg. A simple call-out on January 4th to get a picture of an egg as the most liked picture on Instagram, beating Kylie Jenner’s then-record of 18 million.
Who will ever know why this worked. Perhaps it was a fight against the system (much like Rage Against the Machine getting Christmas No 1 and pushing that year’s X Factor winner off the top sport for the first year in history), or perhaps it was just good fun. Whatever it was, it worked. The post currently has 57 million likes on Instagram and over 8 million followers.
One month after it’s first post, the egg posted a short video. We’re not sure if this was the intention all along, or if someone decided to make the most of an account with millions of followers, but we thought it was a great way to display the pressures of social media via a simple and effective message. Watch it below.
Sport England released their major new campaign to support the 15 million people who live with one or more long-term health conditions in England. Following on from their successful, #ThisGirlCan campaign, which promoted women in sport and exercise, this campaign packs even more of a punch.
With a similar heart-wrenching TV ad that shows regular people with a variety of mental and physical illnesses getting involved in a variety of sports, the TV ad is followed up by individual case studies from those featured in the ad.
By showcasing the real people behind the movement, heart and authenticity is added to what would already be a great marketing campaign. The hashtag, #WeAreUndefeatable is being used across social channels by those with real stories of getting into sport despite their illness. Supporting the 1 in 4 of us living with a longterm health condition this multi-channel campaign ticks all the boxes.
With 70% of women believing they are not represented in media and advertising, Dove decided to take a stand to create #ShowUs, the world’s largest photo library created by women and non-binary individuals to shatter beauty stereotypes.
Based primarily on social media, Dove used user-generated content to drive interest in their brand and products. Asking to ‘#ShowUs more women like you’, users are encouraged to upload a picture of themselves to their website database, highlighting the many forms a woman can take.
it’s been great to partner with @Dove on #UnitedWeStand to celebrate the work of @audrelorde in serving LGBTQ+ communities of color 💌 Beauty isn’t Binary & i hope that sharing my story gives others the strength to follow their dreams. #ShowUs more nonconforming beauties like me! pic.twitter.com/KcfgVwRdN8
— aaron philip (@aaronphilipxo) May 29, 2019
Brand activism is usually difficult to get right, but Dove managed it by choosing a topic that is relevant to their products and relevant to the general consumer base. By using UGC, they have created a library of images free for them to use in media and advertising, with little to no effort or cost. Hopefully we see this brand develop this campaign idea to give it legs and sustainability for change.