In today’s business most brands make seasonal marketing because it can be connected with the audience and brand in an emotional way. It’s also called connecting with your audience on a deeper level by creating memorable experiences and driving sales. Some brands do it with creativity in more than humans’ expect. Here are brands that have successfully nailed seasonal marketing, along with the lessons learned and strategies you can transform into your campaigns.
Apple: “Quiet The Noise” (Spring 2023)
Background
Apple is one of the most tech innovative companies in the world. Apple launched new products, AirPods and AirPods Pro with the highest quality features in spring 2023. They came up with a clever idea instead of telling people how excellent their products are, they showed it through the “Quiet The Noise” campaign.
Objective
The campaign objective is to get the awareness of AirPods pro’s active noise-cancelling features. Apple also wants to create a brand image for innovation and outstanding audio technology, as well as to increase market share in the premium wireless earbud area.
Strategy
They targeted busy professionals, commuters, and everyone who loves peace and quiet in a noisy environment to achieve their goal. The campaign featured visually appealing advertisements and digital content to show how the AirPods Pro can change loud environments into quiet experiences. Apple also invites customers to try out the AirPods with noise-cancelling technology in person at their store.
Result
They earn a lot of sales during and after this promotion. Apple showed that its AirPods Pro gained a higher share of the premium wireless earbuds market. The campaign garnered millions of views on video content and improved Apple’s reputation as an innovative technology leader, especially in audio goods.
Coca-Cola: “Open Happiness” (Spring 2009)
Background
Coca Cola had one of the best creative campaigns in spring 2009. The campaign was launched on January 21, 2009, and ran until 2015. The main message of the campaign was that Coca-Cola can bring happiness into people’s lives. The commercials for the campaign showed people drinking Coca-Cola and having fun, as well as enjoying special moments with their loved ones.
Objectives
The main objective of the “Open Happiness” campaign is to refresh Coca-Cola’s brand image by combining it with happiness and positive emotions. The key message of this campaign is if you want to feel free and fresh, just drink Coca-Cola. The second and other objectives of the campaign are to keep engagement with consumers worldwide and get the emotional connection.
Strategy
To get the connection between consumer and audience Coca-Cola focused on storytelling. To ensure the global audience, Coca-Cola also developed the campaign theme that could be easily transformed into different cultures and languages. Coca-Cola used a mix of traditional and digital media to reach consumers across various platforms.
Result
This campaign generated the best ROI for Coca-Cola. They successfully achieve several significant outcomes. Coca-Cola got heightened engagement with consumers worldwide. Many people shared their own stories of happiness related to Coca-Cola. The 2010 financials of Coke did show some encouraging facts as it saw a 13 percent rise in the net operating revenue and a 73 percent change in the net income of the shareholders (Source: Coca-Cola 2010 Annual Review).
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NIKE: “Just Do It” Spring Campaign
Background
One of the most famous and easily recognized slogans in advertising history is Nike slogan “Just do it”. In their spring campaign, Nike focused on themes of renewal and growth, encouraging people to get outside and be active as the weather warms up. The campaign featured vibrant visuals of athletes in action, along with motivational messaging that is perfect with the spirit of spring.
Objective
In this campaign, Nike wanted to strengthen its brand positioning as a leader in the sportswear industry and capture a larger share of the global sportswear market. They also wanted to get heartwarming moments between customers and brands.
Strategy
Nike continued to collaborate with high-profile athletes and sports figures like Michael Jordan, Serena Williams, and Cristiano Ronaldo. Created an aura of authenticity and aspiration. The campaign focused on powerful storytelling, using real-life stories of athletes overcoming obstacles and emotional appeal aimed to inspire audiences to create a deep connection with the brand. The campaign was integrated across various platforms, including television, print, online, and in-store displays and on social media.
Result
Just Do It launched in the spring of 1988 and successfully attracted a younger audience, with increased brand engagement across digital platforms. Nike’s annual sales were $1.2 billion, a 27% increase over the prior year. Ten years later in 1998 Nike’s sales had grown tenfold. Nike is still using the JDI campaign today 27 years later as its annual sales have grown thirty fold.
Dove – Celebrating “Real Beauty” Year-Round
Background
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 aiming to build self confidence in women and young children. Dove’s partners in the campaign included Ogilvy, Edelman Public Relations, and Harbinger Communications (in Canada) along with other consultants.
Objective
The objectives of the “Real Beauty” campaign were multi-faceted. First, Dove aimed to redefine beauty standards that have long been dictated by the media and society. Dove also wanted to spark a global conversation about the need for a broader definition of beauty. The campaign aimed to boost women’s self-esteem and confidence.
Strategy
They made their campaign to achieve their goals by using marketing strategy to stand out from its competitors by focusing on social causes, emotional appeals, and inclusivity. While other personal care brands may prioritise product benefits and performance, Dove’s marketing emphasises the emotional and social impact of its products. They used their product, price, place, and promotion – to redefine beauty standards and reshape the conversation around women’s self-image.
Result
The “Celebrating Real Beauty Year-Round” campaign achieved impressive results, driving high engagement and community participation through user-shared stories of real beauty. Dove strengthened brand loyalty and attracted new customers, while extensive media coverage amplified the campaign’s message. The campaign also led to a significant boost in sales and market presence, and Dove’s community initiatives further solidified its role as a leader in promoting body positivity and authentic beauty
Conclusion
From start to end of case study the key lessons for every successful campaign is emotional connection with the audience. All of the successful brands have that advantage but the brand that can maintain emotional connection are more famous. These campaigns show how brands can successfully leverage seasonal themes to create engaging and memorable marketing efforts that resonate with consumers
