April 20, 2023

Our pick of the best marketing campaigns of 2023 (so far)

In today's fast-paced and highly competitive business world, marketing is a core component of any successful company's strategy. From creative advertising through to viral social media campaigns, marketing has evolved to encompass a wide range of tactics that are now being used by some of the world's biggest brands to drive huge engagement and sales. 

From Lego to Barbie, here are some of the best marketing campaigns from the year so far...

LEGO - Find your Flow 

A man holding a globe made of Lego

Lego has established itself as one of the world's most recognisable global brands. They recently initiated an inclusive campaign called ‘Find your Flow’, focusing on persuading adults to build their way to peace of mind. The new ads, which include a woman returning home to use LEGO as a way of unwinding after a stressful day, offer a new play on the company’s values. 

The campaign was a manifestation of Lego's survey “Play Well Study”, focusing on the mental wellbeing of 33,429 adults across 33 markets worldwide, revealing that 93% of adults feel stressed out and that 80% are actively looking for new ways to relax. Surveyors further believed that playing or doing something creative could help them feel fulfilled. Lego’s Find Your Flow and Adults Welcome is a result of these insights, created to rationalise the inner children of adults. 

British Airways - Out-Of-Office 

Display advert showing BA's out of office auto reply campaign

With several bank holidays and summer just around the corner, now is the time to think about that witty out of office reply. British Airways are encouraging people to have a little fun with their out of office auto response in their new campaign ‘Take your Holiday Seriously’, which involves tongue-in-cheek outdoor display ads with unusual blurbs such as:

  • “0% chance of work” 
  • “Hi, I have received your email. Hold on while I put down my drink, get off my day bed, find my laptop, ignore my entire family and reply. Oh Wait! I’m not going to do that”.

The witty displays followed a series of quirky films launched in late December, playing on the fact that, according to YouGov, 50% of UK working adults don't use all of their allocated annual leave. 

Dove - “Cost of Beauty: A Dove Film”

Dove, a brand that has long-since cemented itself as being a clear leader in the beauty marketing sector, is now taking it to the next level. The US branch of Dove has recently launched ‘Cost of Beauty’, a new campaign that forms part of Dove's Self-Esteem Project, which follows on from 2021's #NoDigitalDistortion and “Selfie talk”.

Their campaign focuses on the harmful effects of social media through an emotional short film to address the rise in youth mental health issues. Dove is also conducting research as part of the initiative, demonstrating further how social media is fueling a mental health crisis. 

Barbie The Movie - Reinventing film marketing

When Warner Bros initially released the news about a possible Barbie movie, you may not have predicted that its online and offline campaigns would go fully viral. Not only is this thanks to the casting of Margot Robbie and Ryan Gosling, but also a masterclass of long-lead publicity. 

The Barbie team fully embraced the 'teaser trailer mindset' by releasing short clips at a time to build suspense. Once the full trailer was finally released, each cast member shared their personal graphic image on social media, which turned out to be a Barbie Movie Selfie Generator. This put the Barbie signature image at the centre of their social strategy, letting the audience create credibility and reach through plenty of organic content previewing. 

Airbnb - Supporting Ukrainian refugees (an honourable mention from 2022)

Tweet from Brian Chesky about the Airbnb Ukraine campaign

A grass-root movement among travel vloggers turned viral global campaign, is how most marketers would describe Airbnb’s recent campaign supporting Ukrainian refugees - one of our absolute favourites from last year.

After thousands of people booked Airbnb properties as part of the scheme, Airbnb's Refugee Fund offered free short-term housing to up to 100,000 refugees fleeing the war in Ukraine. This information was mostly released through the company’s official social media accounts, but also shared by some of the world's most influential stars. More than 48,000 hosts offered temporary stays to refugees in 160 countries and regions around the world, giving hosts a total of $1.9 million in just 48 hours. 

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