Never has the importance of digital media been greater in marketing.
All digital trends and innovations are building winning strategies for brand and business development. Let’s analyze success of digital marketing campaigns of popular brands as it is a good way to gain knowledge and inspiration!
The North Face uses GEO-Fencing
Famous apparel brand used GEO-Fencing feature in its marketing campaign. They created a program and motivated customers to provide their mobile phone number and activate their mobile GPS feature. Then when customers come within a certain distance of a store, they receive a text message from The North Face stimulating them to visit shops.
As a result, 79% of customers actually visited the store once they started receiving reminders, and 65% made a purchase as a result of the reminder.
Heineken and Storytelling
Heineken used hot topics, like political conflicts trending in the news. The aim was to bring people from very different background together and stimulate them to share their opinion. Heineken used common concepts and trending issues in the news like transgenderism, feminism, and global warming.
Heineken’s example of storytelling has showed that everyone goes through various hardships or challenges such as political conflicts, economic hardships.
Their video got more than 17.7 million views, 138,000 shares on Facebook, 22,000 positive tweets. The company also received a lot of publicity and appeared in over 625 magazine articles. So, all in all it was very successful digital campaign.
Ikea and AR
Augmented reality is becoming very hot trend in digital marketing now, but IKEA implemented it in 2011. An application with augmented reality allowed customers to use their mobiles phones to see how furniture would look in their homes. It was an application integrated with IKEA product catalog.
As a result, it made purchasing furniture very easy and enjoyable for customers. It allowed them to be creative, play with color combinations and check if their dimensions were appropriate.
The main idea was not to generate sales in the first place, but to engage customers to be more creative and inspire.
This is a very clear example of general phycology principle a lot of marketers use, and I also recommend implementing it – “If you want to get something, try to give first. Be useful, be a solution and you will get what you wanted in the first place”.
Chipotle and Food with Integrity initiative
Chipotle Mexican Grill, founded in 1993 by CEO Steve Ells, is based on the idea that the quality of their ingredients matters.
Chipotle produced an animated film about an importance of ingredients on YouTube and developed a new mobile game with interesting plot that received over 6.5 million views on YouTube, and the game, Chipotle Scarecrow, was ranked among the top 15 free iOS applications in the iOS app store.
Marketing campaigns contribute a lot toward a company’s bigger picture. They can boost brand awareness making people become more and more familiar with company and products. Good marketing campaign will help to attract new customers.
These 4 brands are each using mobile differently to connect with customers and increase sales. It doesn’t matter what industry you are in —right mobile marketing campaign can work for you. Do you have any marketing ideas for your brand? Feel free to share it in the comments below! If you have your question, please write it below, I would be glad to answer your questions or to introduce your project to my team at Astorts Group to be evaluated.
Alessandro Rocco Pietrocola is an entrepreneur and investor based in London and operating mainly in Europe, Asia and Oceania with main focus on UK, Baltic Countries, Russia, China, Hong Kong, Malaysia, Singapore, Middle East and New Zealand as area of interest! At the moment is the Ceo of Astorts Group. He is an UK FCA (Financial Conduct Authority) Approved Person and is has great experience as director of regulated companies. He uses to dedicate part of his life to inspire others and help them achieve the most out of their life. Since he was 20, he had successfully founded and managed several companies operating in the field of management consulting, wealth management and fintech. He loves travelling, he is a cigars lover, an amateur golfer and a dapper man.
