Marketing campaigns

What were the BEST marketing campaigns of 2020?

It’s been a rocky year, to say the least, but we have had the pleasure of experiencing some fantastic marketing campaigns!
From tear tugging to belly ‘achers’, 2020 really was the year for creative marketers looking to brighten up our year.

We’ve chosen some of our favourite 2020 ads and explained why they performed so well.

Just eat feat Snoop Dogg

It sounds like a bizarre mix but Just eat reportedly paid Snoop Dogg and Bon Viveur £5.3 million just to appear in the campaign, and to say it paid off is an understatement!
Orders rose by 43% during the third quarter compared to the previous year, 46.4 million people ordered from Just eat after the campaign.
However, was this purely down to COVID restrictions or was this partly down to the ad’s success?

It’s likely a mix of both components!

Snoop Dogg adds a level of star power that attracts the public, implying in the campaign that he uses the company, increasing the almost ‘luxuriousness’ of the delivery business.
It also sends out an upbeat message to Brits, something the country was craving during the heat of the pandemic, likely further pushing the ads success.
In the campaign Snoop Dogg appears to have an issue with the original jingle, prompting him to create his own version, sharing his love for ordering “chicken wings to the crib” and “tacos to the chateau.”

Although the ad was an almost immediate success, it was postponed by five weeks as the marketers for just eat analysed the nations mood. After surveying 500 consumers to see if they were in the right frame of mind for light hearted advertising, the overwhelmingly positive response set the ad into motion.

Starbucks– every name’s a story

Starbucks took a much more heart string tugging approach, focusing on the difficulty some trans people may experience when trying out their new name at the coffee franchise.
To ensure the ad was correct, the company worked with trans people throughout the process to tell the story of a young trans boy struggling to navigate his way through a world that still insists on calling him by his dead name (name given at birth).
It’s only after his name is called out at Starbucks does he finally feel truly seen.

As parts of the worlds becomes increasingly sour towards trans people, Starbucks normalised the experience many trans people go through, making sure the story was as accurate as possible.
Due to this, the internet exploded!
The trans community was flawed by the diversity and accuracy portrayed by the brand, finally feeling represented by the media.

Starbucks also donated to Mermaids, a UK charity that supports gender-diverse children, young people, and their families.  The advert raised £100,000 for the charity through the rainbow cookies they sold in store.

It could be argued the marketing campaigns launched were ‘risky’ with the hostility many still hold towards trans people but it’s better to be on the right side of history than appeal to the masses…

Tesco– little helps for safer shopping

Tesco have had its fair share of scandals in the past few years, having to rebuild its name and reputation from the ground up since 2014.
Of course 2020 has been detrimental but this brand appears to have handled the crisis in an extremely respectful manner!

In March, the company created a campaign to highlight the measures they had put in place to protect customers and staff alike.
The ad was fronted by Tesco employees and explained the measures hey were taking to ensure safety and social distancing- the campaign proved reassuring and effective.
According to data collected by Kantar, it boosted short-term sales and the long-term desirability of the brand, scoring the highest mark for brand memorability and for creating branded memories among the first tranche of reassurance campaigns.

Although, the company wasn’t done just yet!
They then began to release ‘Food love stories’ and ‘it’s about bloody time’ which appealed to the masses once again.
The campaigns were diverse, memorable, and sympathetic towards the mood of the nation.

Yorkshire tea, teagate, and the social distancing teapot.

Yorkshire tea proved to be iconic on social media this year, responding to a hateful anti-BLM tweet.
A fan of the brand tweeted, ‘I’m dead chuffed that Yorkshire Tea hasn’t supported BLM.’
As a response, the company replied, ‘Please don’t buy our tea again. We’re taking some time to educate ourselves and plan proper action before we post. We stand against racism.’

If that wasn’t enough, PG tips also joined in, replying to users who suggested PG tips instead of Yorkshire tea that if they’re boycotting teas that stand against racism they should find a new tea brand.
A truly iconic moment for tea lovers and BLM supporters.

More recently, Yorkshire tea introduced the social distancing tea pot, an ad campaign designed to show that we do miss the little things, such as popping the kettle on at work.
It’s a celebration of the mundanities of office life, something many of us never thought we’d end up missing.

The company has experienced a fairly good rise in engagement this year, with a reach of 1 million and a 57% increase in brand mentions.

All they have left to do is sell the humourously large teapots to successfully round of their marketing campaigns! 

If you’re in need of any help in launching your next marketing campaign, please feel free to contact us here.

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