4

SUCCESSFUL MARKETING CAMPAIGNS

People Will Always Talk About
www.slideshop.com

Countless marketing campaigns have been

launched, but the successful ones have
the following characteristics:
Specific
Relevant
Unique
Surprising
Moving
Engaging
Entertaining
Result-oriented

4
Lets take a look at
four great examples.

The best way to

increase sales is through
customers nose.
To me, the smell of freshmade coffee is one of the
greatest inventions.
Hugh Jackman

In South Korea, bus commuters could smell coffee

aroma every time they heard Dunkin Donuts jingle
on the radio. The scent was dispensed from a small
device that looked like a typical air freshener.

Months after the

multisensory campaign in
2012, Dunkin' Donuts
reported a 29% increase in
sales at shops near bus
stops.
Source: www.theatlantic.com

SALES

Real beauty shines,

real beauty sells.
There is no definition of beauty, but
when you can see someone's spirit
coming through, something
unexplainable, that's beautiful to me.
Liv Tyler

A major global study reported that only 2% of women considered

themselves beautiful. This gave Dove an idea to initiate Campaign
for Real Beauty - a marketing strategy which aimed to challenge
beauty stereotypes, invite people to talk about beauty, and
inspire women to feel comfortable with themselves.

Sales have gone from $2.5

billion in 2004 to $4 billion 10
years after it was launched.

SALES

Source: Dove.us | Brandchannel.com

Dont despair. Your

flights of fancy may
come true.
A vacation spot out of season
always has a very special magic.
Max von Sydow

In 2012, AirAsia launched its flight to Sydney through a

friendship test on Facebook. Fans were challenged to
choose 302 friends whom they'd like to take on a 3day all-expense-paid trip to Kuala Lumpur.

The campaign grew the

company's Facebook fan base
by 30%. AirAsia started flying to
Sydney twice a day from mid2013.

Source: Facebook-studio.com

Whats in a name?
Profit.

A persons name is to that person,

the sweetest, most important sound
in any language.
Dale Carnegie

Coca-cola's "share a coke" campaign allowed consumers to buy coke in cans

and bottles with personalized name labels. It gave people the opportunity and
excitement to share the drink with someone they love.

Sources of The Wall Street Journal said sales dollars

were up 2.5% overall - a notable milestone after more
than 10 years of steady declines.

Source: Adweek.com

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