Advertising campaign and its components
A well-designed advertising campaign does more than just help a company sell products. Thanks to it, the brand can establish a close emotional connection with consumers and increase recognition. To achieve a long-term effect, it is necessary to carefully develop the strategy and choose the right channels and tools to implement it.
There are three key elements of a successful marketing campaign:
- The emotional component. Emotions play an important role in the purchase decision process. Creating an emotional connection with the brand helps to build positive associations and increase audience loyalty.
- Simplicity of communication. Clear and concise marketing messages are easier to understand. They promote better brand recall and increase engagement. Simplicity also helps in positioning the company and delivering the right message to a specific audience.
- Storytelling. People love to be told stories. Advertising campaigns based on storytelling help build consumer trust. They improve emotional engagement and help reinforce brand identity. All of this makes the ad more memorable to the target audience.
Each of these elements is self-contained and influences different aspects of consumer perception. Their use helps to capture the audience’s attention and increase engagement.
Examples of successful campaigns
A prime example of an emotional marketing strategy is the campaign that Coca-Cola launched in Australia in 2011. The company temporarily abandoned its logo in favour of popular phrases. In this way, the drink became associated with personal experiences for consumers. This increased the emotional component. As a result, consumption of the product increased by 7% in Australia and 2% in the US. On Facebook, traffic grew by 870%, demonstrating the success of the strategy, particularly with younger audiences.
An example of the simplicity of marketing messages is Apple’s 1997 campaign. The company ran Think Different ads that positioned its products as products for unique people. The campaign highlighted the brand’s differences from competitors and emphasised innovation. This approach helped reinvigorate public interest in Apple products and strengthen the company’s recall.
Successful storytelling was achieved by Dove. Its Real Beauty ad was not based on the promotion of cosmetic products. It was based on the representation of female consumers and their individuality, and also introduced them to stories of achieving confidence. This approach helped to change the perception of the brand, with excellent results. The company increased its market share from 2% to 7.4%.
It is important that the advertising emphasises the brand’s identity and values, which should be close to the consumer. One should think strategically when developing a campaign. This will help to create an overall vision that reflects the lifestyle of the target audience.
