It was an attention-grabbing 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 means of all of it.
As 2023 involves a detailed, I polled the HubSpot Media Crew to see what their favourite advertising and marketing campaigns of the yr have been. Take a look at the complete run-down under.
HubSpot Media’s Favourite Advertising and marketing Campaigns of 2023
The Barbie Film
Let’s begin with the plain: Barbie owned the primary half of 2023.
To advertise the summer season blockbuster, Warner Bros. and Mattel teamed as much as execute one of the vital strong, well-rounded advertising and marketing campaigns we’ve ever seen. The “Barbie” film’s advertising and marketing engine, from experiential activations to product collaborations, had all of it. Among the highlights embrace:
- 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
Nonetheless, Warner Bros. and Mattel can’t take all of the credit score — “Barbie” additionally had a ton of natural advertising and marketing help. Opening the identical weekend as “Oppenheimer” led film followers to create the “Barbenheimer” double function development on social media, giving each movies a advertising and marketing 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 put up implying that he was giving up smoking. Naturally, the put up garnered loads of consideration, as Snoop Dogg’s marijuana use has been a giant a part of his model since day one.
It seems the put up was a teaser to advertise his collaboration with Solo Range, a model that sells smokeless fireplace pits. The model introduced Snoop was its official “smokesman” and dropped an official advert days after his preliminary social media put up.
Walmart Black Friday
Walmart tapped into nostalgia advertising and marketing in a giant manner with its “Imply Ladies” themed Black Friday marketing campaign.
The retailer rolled out a sequence 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 consumers: millennials.
Millennials are anticipated to spend extra than different generations this vacation season. The unique “Imply Ladies” was a generational movie that many millennials know and love, and the advertisements instantly sparked nostalgia for this necessary 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 instances through the years, so it made sense for him to turn into an official spokesperson for the model.
The Superbowl industrial kicked off a sequence of Dunkin’ Donuts advertisements starring Affleck, and the partnership is a superb instance of name alignment and a celeb endorsement that simply is sensible.
Nicki Minaj’s Gag Metropolis
Nicki Minaj has one of the vital engaged fan bases on the planet. This yr Minaj followers, generally known as the Barbz, rallied across the launch of her newest album Pink Friday 2 successfully making a viral advertising and marketing second for the rapper.
In September, Minaj shared the album cowl on social media. The quilt featured her set in a pink futuristic metropolis. Her followers rapidly started utilizing the time period “Gag Metropolis” to explain the album cowl and used AI to generate their very own pink cityscape pictures to depict Gag Metropolis. Barbz basically created a web based world and generated memes to assist promote the album.
Different manufacturers like Baskin Robbins and Microsoft Bing rapidly bought in on the motion, creating their very own Gag Metropolis pictures and including gas to the development.
Whereas it’s unclear whether or not the Gag Metropolis marketing campaign was deliberate advertising and marketing from Minaj and her label or purely an natural motion created by her followers, it’s an attention-grabbing 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 marketing 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 Mission Analysis for Youngsters On-line Security. The aim of the marketing campaign was to attract consideration to the Youngsters On-line Security Act, which promotes security on social media for younger customers. To help the invoice, Dove produced a movie referred to as “Value of Magnificence” to spotlight the affect social media magnificence requirements can have on younger individuals’s psychological well being.
As we lined this fall, Dove additionally teamed up with Nike to launch the Physique Assured 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 sequence of YouTube movies 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.
