What is the secret behind a successful marketing strategy? It is a question that many companies ask themselves every day. It seems more complicated to arrive at an answer when campaigns appear that succeed by plaguing networks with ads and others that achieve impressive results with 2 or 3 pieces of content. The conclusion is that in digital marketing there is no secret formula to achieve success, but rather it responds to a set of factors.
There are some basic elements that cannot be missing, such as a good survey to know the target audience, the use of the appropriate tools to measure the data and a work team that is aware of the latest developments to achieve the best results. But getting a brand on everyone’s lips does not depend entirely on predictable issues, but often relies on knowing how to recognize a particular trend and take good advantage of a specific moment, that is, being very attentive to the latest developments in the market. sector and have a lot of timing to take advantage of the opportunities.
It is a bit complex to exemplify with specific tasks how to take advantage of these specific moments; there will not always be a mathematical formula or a magic tool that guarantees results. Beyond this, it seems important to review some success stories that have emerged recently; to lead by example of brands that knew how to take advantage of certain situations, exploited emerging platforms and achieved impressive results.
Stanley thermoses and they Valentine’s mug.
If it’s about taking advantage of the moment, this campaign from the most recognized thermos company in the world should take the prize. A woman and her husband were in their car when they suffered a technical failure, which resulted in the vehicle catching fire. Once the fire was over, the woman approached the remains of her car, filming the interior, and recognized an item that was still practically intact: Her Stanley Quencher thermos. When I removed it, the product was not only in very good condition despite having suffered burns, but it still had the unmelted ice from the cold coffee I was drinking inside. Can anyone think of a better advertising campaign than that?
But Stanley did not sit idly by, he took advantage of the moment to get a bigger benefit out of the situation. He contacted the victims of the fire and gave them a new car to replace the previous one, making the 95 million views that the first video filmed by the woman had not be his only gain from this situation. This entire story is a perfect example of how to make the most of a random event to build a marketing campaign.
But this is not over yet, Stanley still had another harvest left than what he had sown with that exchange of viral videos. For Valentine’s Day, the company launched a special edition of the thermos in the video in conjunction with the American supermarket chain Target. The results were incredible, with huge lines outside the supermarkets and people willing to run and push to take a Quencher model home.
The Prime drink and its Tik Tok campaign.
Being recognized on social networks before launching a product can be of great help for it to achieve success, however influencers Logan Paul and KSI did not stop there. Beyond the fact that they already have 40 million followers on their Instagram accounts, when it came to advertising their Prime energy drink, they launched a campaign that was crazy.
So where is the differentiating factor that makes this campaign successful? Mainly in the visionary capacity of influencers to exploit a platform that has been giving something to talk about: Tik Tok. Prime carried out a strong content campaign in the Korean application, where today it has 4 million followers and videos that exceed 90 million views. It was one of the first companies to develop a marketing strategy specifically for said app, using a simple but highly effective logic: “If this is the platform that is most used at the moment, let’s adapt our content to it.”
Their campaign gave them the opportunity to work together with FC Barcelona, England’s Arsenal and with Manchester City player Erling Haaland. Associating with these clubs and the viralization of their content led the influencers to have resounding success among the youth audience and reach the figure of 250 million dollars in profits.
Sphere in Las Vegas during the Grand Prix.
Few graphic elements represent advertising as much as a good poster, although nowadays it is more accurate to talk about screens. Now, the main objective of advertising in any of these formats is the same: for the greatest number of people to see it. With this idea as a guide, the figure of a giant sphere that can be seen from anywhere in Las Vegas seems like an unprecedented response.
This is precisely what was developed with the Sphere, the main attraction of the Las Vegas Grand Prix in 2023. The sphere functioned as the center of the event, displaying the names of the riders and data about the competition, but mainly, an endless number of advertisements adapted to this format. Heineken, Xbox and Coca-Cola are some of the main brands that, for the price of $650,000, were presented at the attraction of the moment. The opportunities when working with the sphere are a factor to take into account, since it promises more than 300,000 in-person impressions and 4 million impressions on social networks.
Apple Vision Pro glasses.
Apple returned with everything and launched a product that by itself already gave a lot to talk about. Their new augmented reality glasses called Vision Pro have been news in the world of technology since they went on sale. Faced with such a launch of such an innovative proposal, any merchant would seek to fill as many feeds as possible with advertising and have the brand appear everywhere, but as always, Apple thinks differently.
The marketing strategy for their new product was to deliver glasses to different influencers so that they could share the benefits of the device without the need to plague Apple’s networks with Spam. In a short time, the different platforms were filled with videos of people wearing glasses on the streets, watching NBA games through them and even accessing streaming platforms to watch a movie. The impact was immediate, all the news programs in the world and thousands of accounts on social networks were talking about the topic.
If the success in sales is to be measured, the apple company managed to sell more than 200,000 glasses in a few days at a price of $3,500 per pair and its numbers continue to rise.
And so, what is the formula for success for a campaign?
The answer may be a bit curious, but the conclusion is that there is no formula that ensures success. That a campaign reaches viral numbers, that is, a before and after at a commercial level for a company, is not an objective that can be achieved with completely methodological work. The series of practices that worked for Logan Paul to take Prime to the top would probably never have helped Stanley take advantage of the opportunity that was presented to him. But this conclusion is not intended to be an empty response, so beyond the fact that it seems that success in campaigns does not respond to a logical and repetitive order, we can distinguish the ability of marketing teams to identify opportunities and know how to make the most of them. Having a work team informed about the latest trends and capable of creating content regarding them is a key to achieving what you are looking for. The adaptability to create campaigns aligned with the context is essential to achieve results.