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It was an fascinating yr to be a marketer. Expectations have been excessive, budgets have been low, content material moved on the pace of sunshine, and entrepreneurs needed to make magic occur by all of it.
As 2023 involves a detailed, I polled the HubSpot Media Staff to see what their favourite advertising campaigns of the yr have been. Take a look at the total run-down beneath.
HubSpot Media’s Favourite Advertising and marketing Campaigns of 2023
The Barbie Film
Let’s begin with the apparent: Barbie owned the primary half of 2023.
To advertise the summer time blockbuster, Warner Bros. and Mattel teamed as much as execute one of the vital strong, well-rounded advertising campaigns we’ve ever seen. The “Barbie” film’s advertising engine, from experiential activations to product collaborations, had all of it. A number of the highlights embody:
- Ken’s Malibu Dreamhouse that was listed on Airbnb
- Barbie-themed co-branded merchandise with manufacturers like Crocks, XBOX, BEIS, and Homesick Candles
- An experiential Barbie-themed boat cruise in Boston
- The Barbie meme generator
Nevertheless, Warner Bros. and Mattel can’t take all of the credit score — “Barbie” additionally had a ton of natural advertising assist. Opening the identical weekend as “Oppenheimer” led film followers to create the “Barbenheimer” double function pattern on social media, giving each movies a advertising increase. Additionally, anytime we noticed the colour pink this yr, we couldn’t assist however consider Barbie.
Snoop Dogg and Solo Range
Within the fall, Snoop Dogg shared a cryptic social media post implying that he was giving up smoking. Naturally, the submit garnered lots of consideration, as Snoop Dogg’s marijuana use has been a giant a part of his model since day one.
It seems the submit was a teaser to advertise his collaboration with Solo Range, a model that sells smokeless hearth pits. The model announced Snoop was its official “smokesman” and dropped an official advert days after his preliminary social media submit.
Walmart Black Friday
Walmart tapped into nostalgia advertising in a giant method with its “Imply Women” themed Black Friday campaign.
The retailer rolled out a collection of commercials starring the unique forged of the 2004 movie reprising their roles. This marketing campaign was well-produced and successfully focused the biggest demographic of vacation customers: millennials.
Millennials are anticipated to spend more than different generations this vacation season. The unique “Imply Women” was a generational movie that many millennials know and love, and the adverts instantly sparked nostalgia for this vital group of shoppers.
Dunkin’ Donuts x Ben Affleck
In February, Dunkin’ Donuts aired its first-ever Tremendous Bowl industrial starring Ben Affleck. The Massachusetts-raised actor has been photographed having fun with Dunkin’ espresso a number of occasions through the years, so it made sense for him to change into an official spokesperson for the model.
The Superbowl industrial kicked off a collection of Dunkin’ Donuts adverts starring Affleck, and the partnership is a good instance of brand name alignment and a celeb endorsement that simply is smart.
Nicki Minaj’s Gag Metropolis
Nicki Minaj has one of the vital engaged fan bases on the planet. This yr Minaj followers, often known as the Barbz, rallied across the launch of her newest album Pink Friday 2 successfully making a viral advertising second for the rapper.
In September, Minaj shared the album cowl on social media. The duvet featured her set in a pink futuristic metropolis. Her followers shortly started utilizing the time period “Gag Metropolis” to explain the album cowl and used AI to generate their very own pink cityscape photographs to depict Gag Metropolis. Barbz primarily created a web based world and generated memes to assist promote the album.
Different manufacturers like Baskin Robbins and Microsoft Bing shortly acquired in on the motion, creating their very own Gag Metropolis photographs and including gas to the pattern.
Whereas it’s unclear whether or not the Gag Metropolis marketing campaign was deliberate advertising from Minaj and her label or purely an natural motion created by her followers, it’s an fascinating case examine on the intersection of fan UGC and generative AI.
Dove Self-Esteem Mission
The Dove Self-Esteem Mission had a string of stellar campaigns supporting its affect work this yr.
Within the spring, Dove took on social media magnificence filters with the #TurnYourBack campaign. The marketing campaign featured celebrities and influencers sharing unretouched content material warning their followers concerning the risks of digital distortion and inspiring them to show their again on filters that change their pure options.
Quickly after, Dove launched an initiative with Lizzo referred to as the Dove Self-Esteem Project Research for Kids Online Safety. The objective of the marketing campaign was to attract consideration to the Children On-line Security Act, which promotes security on social media for younger customers. To assist the invoice, Dove produced a movie referred to as “Value of Magnificence” to focus on the affect social media magnificence requirements can have on younger individuals’s psychological well being.
As we coated this fall, Dove additionally teamed up with Nike to launch the Body Confident Sport initiative, which inspires ladies’ participation in youth sports activities throughout and after puberty. Along with an academic toolkit for coaches and caregivers, the Physique Assured Sport marketing campaign included a collection of YouTube videos depicting the advantages of ladies’ participation in sports activities.
From cinema to social affect, 2023 had its fair proportion of efficient campaigns. We look ahead to seeing what entrepreneurs have in retailer for 2024.
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