There’s been many marketing campaigns over the years that have been unsuccessful or gone unnoticed. However, every once in a while, there are campaigns that catch the eye of the public and turn out to be a huge success. But what makes a good marketing campaign? Well, the best ones have a specific target audience, a good offer, a catchy hook, a large focus on brand awareness and an edge over competitors. As a Gen Z myself, I thought I’d highlight two of my favourite campaigns and the reasons why they were a success among fellow Gen Zs
Did somebody say… Just Eat?
I’m sure you have heard the catchy songs all over your TikTok “For you page”. Well, that was Just Eats plan, to say they executed it to perfection would be an understatement. The global food delivery company turned to TikTok to increase brand emotion and top-of-mind recognition for their new marketing campaign. At a time when TikTok is well and truly taking over and more specifically, personalised short form video, it was a stroke of genius by Just Eat to recognise this early and jump on it. They enlisted international superstar Katy Perry to execute a coordinated campaign across 17 markets with specially designed social-first TikTok content that maximises audiences.
Germany, Italy, the Netherlands, Spain, Belgium, Denmark, Ireland, Poland, Switzerland and Australia were among the markets engaged.
To engage customers, spark debate and eventually increase brand recognition, Just Eat Takeaway created videos and images that were exciting and outlandish. The advertisement’s catchy melody was even performed by Katy Perry herself.
The campaign produced some very delicious outcomes. The brand had a significant increase in ad recall, with an average lift of 7.5% across the markets, exceeding standards. All over the world, Just Eat brand recognition and engagement rates were increasing drastically thanks to the catchy songs and unique creatives
Their expectations were exceeded and a lot of that is because of the catchy song going “viral” and millions of people using the sound to dance to or simply sing along to, therefore expanding the reach and brand awareness of Just eat by millions!
1Password
It’s safe to say there are not many ways to make cyber security a hot, interesting topic. However, there is one way, use film star and Wrexham Football Club’s new co-owner Ryan Reynolds in an ad. This is a perfect example of a business recognising hype early and pouncing on it. Since Ryan Reynolds and Rob McElhenney purchased Wrexham FC in November 2020, the craze around THE cub has been undeniable. The club has even been given their own ‘Welcome to Wrexham’ series on Disney +.
In this password-management app advert, Ryan Reynolds encourages the team to secure their internet data only to discover they are already doing so. At a time when less than one-third of customers say they change their passwords at least once a month and fewer than one-fourth say they use a password manager, it’s a humorous ad that capitalises on the Reynolds/Wrexham excitement to raise awareness of online privacy. This Ad had a similar effect on fans than the Just Eat campaign did, by using celebrities and well-known faces like Katy Perry and Ryan Reynolds the companies succeeded in connecting with their audience and driving engagement.
These are just a few of many great marketing campaigns. As mentioned in the introduction, these were great because they had a specific target audience, a good offer and a catchy hook, but most importantly, they engaged viewers.
If you’re wanting to engage Gen Zs like these campaigns did find out How to Market to Gen Zs and contact us if you’d like to learn more!
