Best Digital Marketing Campaigns of 2018

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1) Alexa Loses Her Voice

A recent influencer marketing study suggests that 70 percent of millennial consumers are driven by the recommendations of their peers in making buying decisions. Moreover, YouTube is the second most influential social media platform for influencing purchases.

Understanding that influencer marketing coupled with powerful video content and a creative concept has the potential to boost brand and product awareness significantly, Amazon plugged their cutting-edge Alexa-powered voice assistant, the Echo, with a piece of video content featuring a host of world-renowned celebrities from a host of different fields, from comedy to cooking. Oh my goodness! It was simply gripping and fascinating.

Outcome: Not only did the video campaign earn over 47 million views and go viral as a result of its ingenuity, but it cemented the value of influencer marketing done well. 

2) Adidas Campaign (April)

International athletic brand Adidas took a novel and innovative approach to digital marketing this April when they utilized the 30,000 runners of the Boston Marathon to create personalized videos of its participants to promote its latest running apparel.

Outcome: This personal, emotive, immersive, and gripping digital marketing campaign proved as innovative as it did head-turning, resulting in a collective 100,000 video views in the first two days following the race.

3) Children with Cancer

To raise critical awareness and funding to facilitate the vital work it conducts on a daily basis, UK-based charity, Children With Cancer, recently launched a campaign focused on the message ‘Keeping Families Together’.

Outcome: According to the Head of Communications at Children with Cancer UK, Mark Hooley: “This (campaign) is the start of a new beginning for the charity. and WPNC has worked with us closely to understand how to bring this new chapter to life, and also to appeal to hearts, minds, and hands to donate to our life-saving work.”

4) IHOP

Recently, The International House of Pancakes (IHOP) announced an 'official name change' on Twitter, stating it would be rebranding itself as IHOb. Based on this sudden announcement and its mystery, the announcement picked up momentum almost instantly with swarms of people speculating as to what the ‘b’ was meant to stand for.

Mystery and mystique are those marketing tactics which when applied smartly can boost a company's sales and goodwill. Mysterious methods, or increasing people's curiosity is a foolproof way of broadcasting a product's theme.

Outcome: As a result of this mass social media attention, IHOP saw a 6,477% in social media mentions in just one day, boosting brand awareness significantly. Moreover, the hashtags #IHOP and #IHOB more than 297 million impressions in the weeklong lead-up to its big reveal.

(With inputs from Digital Marketing Institute)