Because the last full work day before Christmas is here and most of us won’t be heading back into the office until 2014, and ultimately it is the last day of my Emerging Media class that gave me the extra push to finally start my blog, I find it necessary to highlight my three favorite marketing campaigns of 2013.
#1: Kmart’s “Ship My Pants”
Ok, Ok, I didn’t say these were going to be the most profound marking campaigns of 2013, I just said my favorites. And although this one is not the most tasteful humor and a little “immature”, it is hilarious. I will never forget the first time I heard the commercial & thought they were actually discussing how they had an “accident” in their pants & then I listened a little closer and heard the correct message and still thought it was funny.
Why was “Ship My Pants” Successful?
In my book, this campaign would definitely pose for a checkmark under the “Success” list. There is actually a holiday sequel to the ad that has just recently been released featuring “A Christmas Carol” that is pretty funny also. But, that isn’t why it was a success, Kmart is a brand that has been seen as “outdated”, not innovative, and bland in the past and this campaign brought the retailer to life. Part of what made the video so funny was the fact it was coming from “old school” Kmart. The ad wasn’t only funny though; it did a great way of showcasing a product feature without “selling” it.
It was definitely a risk coming from a big brand like Kmart but, with over 2 million social-media shares within the first three weeks it was a risk worth taking!
#2: Ram Trucks “Farmer”
Moving to a totally different emotion that is captured from this ad, Ram really killed it and got the audience intrigued and touched the more sensitive spots. The TV spot really stood out in the midst of the glitz & glam from the football game & the talking babies and animals all over the commercials surrounding it. It was real people, doing real work, and caused viewers to turn their heads. I know when I heard the first few seconds of the commercial; I turned my head and started listening even with the commotion of people surrounding me.
Why was “Farmer” Successful?
This Super Bowl ad spoke to not only a small group of farmers in the United States, but to a broad group of viewers that have the aspirations of being the person Ram makes a farmer out to be. Local, organic foods have taken off this year so it made sense for Ram to essentially introduce the farmer that is rarely ever celebrated and introduce the farming family to America. The spot was genuine in the midst of Super Bowl ads and it was demanding of attention.
Kudos to Ram for authentically showcasing a different person of the United States.
#3: GoldieBlox “Princess Machine”
This ad campaign resonated with me immediately because I was the little girl that didn’t like all of the girly girl toys. This video was catchy, and viewers were intrigued to see what the “machine” did next so they didn’t take their eyes off of the video. The marketing behind the launch was innovative and started with a Internet video but, what makes this a true gem is the innovation behind the brand and how the little girls are able to truly bring it to life in the 2 min snapshot.
Why was “Princess Machine” Successful?
Women and girls rising above the “typical” stereotype is a huge issue in today’s society politically and socially so, of course a video that crushes those stereotypes is going to be successful – right? Wrong, GoldieBlox could have been a fail but it was executed almost perfectly. The video was made in-house so it gave off the “start-up company” feeling, but was very well done and not sloppy. But, CEO Debbie Sterling summed up why the ad was successful when she said; “she wasn’t making an ad. She is trying to change the world, in one piece of communication.” Consumers do not want ads they want emotion.
So, there is a recap of my three favorite ads and campaigns, leave me your thoughts on those and any others you felt were your favorites – let’s chat about it!
Here’s To Keeping Life Digital & Fun,