It was once as soon as an enchanting year to be a marketer. Expectations were top, budgets were low, content material subject material moved at the pace of light, and marketers had to make magic happen by means of it all.
As 2023 comes to an in depth, I polled the HubSpot Media Personnel to appear what their favorite promoting and advertising campaigns of the year were. Check out the overall run-down underneath.
HubSpot Media’s Favorite Promoting Campaigns of 2023
The Barbie Movie
Let’s get began with the obvious: Barbie owned the principle a part of 2023.
To put it up for sale the summer time blockbuster, Warner Bros. and Mattel teamed up to execute one of the most robust, well-rounded promoting and advertising campaigns we’ve ever noticed. The “Barbie” movie’s promoting and advertising engine, from experiential activations to product collaborations, had it all. One of the vital highlights include:
- Ken’s Malibu Dreamhouse that was once as soon as listed on Airbnb
- Barbie-themed co-branded products with producers like Crocks, XBOX, BEIS, and Homesick Candles
- An experiential Barbie-themed boat cruise in Boston
- The Barbie meme generator
On the other hand, Warner Bros. and Mattel can’t take all of the credit score rating — “Barbie” moreover had a ton of herbal promoting and advertising enhance. Opening the an identical weekend as “Oppenheimer” led movie fanatics to create the “Barbenheimer” double function construction on social media, giving each and every motion pictures a promoting and advertising boost. Moreover, anytime we spotted the color red this year, we couldn’t lend a hand then again recall to mind Barbie.
Snoop Dogg and Solo Vary
Throughout the fall, Snoop Dogg shared a cryptic social media publish implying that he was once as soon as giving up smoking. Naturally, the submit garnered numerous attention, as Snoop Dogg’s marijuana use has been a big part of his logo since day one.
It sort of feels the submit was once as soon as a teaser to put it up for sale his collaboration with Solo Vary, a logo that sells smokeless hearth pits. The emblem introduced Snoop was once as soon as its official “smokesman” and dropped an official ad days after his initial social media submit.
Walmart Black Friday
Walmart tapped into nostalgia promoting and advertising in a big method with its “Suggest Ladies” themed Black Friday marketing campaign.
The shop rolled out a series of advertisements starring the original cast of the 2004 film reprising their roles. This advertising marketing campaign was once as soon as well-produced and effectively targeted the most important demographic of holiday shoppers: millennials.
Millennials are expected to spend extra than other generations this holiday season. The original “Suggest Ladies” was once as soon as a generational film that many millennials know and love, and the commercials right away sparked nostalgia for this important staff of consumers.
Dunkin’ Donuts x Ben Affleck
In February, Dunkin’ Donuts aired its first-ever Super Bowl trade starring Ben Affleck. The Massachusetts-raised actor has been photographed participating in Dunkin’ coffee various events over the years, so it made sense for him to turn into an official spokesperson for the logo.
The Superbowl trade kicked off a series of Dunkin’ Donuts commercials starring Affleck, and the partnership is a great example of brand alignment and a celeb endorsement that merely makes sense.
Nicki Minaj’s Gag The town
Nicki Minaj has one of the most engaged fan bases on the planet. This year Minaj fanatics, known as the Barbz, rallied around the unencumber of her latest album Pink Friday 2 effectively creating a viral promoting and advertising 2nd for the rapper.
In September, Minaj shared the album cover on social media. The cover featured her set in a red futuristic the city. Her fanatics quickly began using the time frame “Gag The town” to give an explanation for the album cover and used AI to generate their own red cityscape images to depict Gag The town. Barbz essentially created a internet primarily based world and generated memes to lend a hand put it up for sale the album.
Other producers like Baskin Robbins and Microsoft Bing quickly got in on the movement, growing their own Gag The town images and together with fuel to the craze.
While it’s unclear whether or not or no longer the Gag The town advertising marketing campaign was once as soon as deliberate promoting and advertising from Minaj and her label or purely an herbal movement created via her fanatics, it’s an enchanting case find out about at the intersection of fan UGC and generative AI.
Dove Self-Esteem Endeavor
The Dove Self-Esteem Endeavor had a string of stellar campaigns supporting its have an effect on artwork this year.
Throughout the spring, Dove took on social media good looks filters with the #TurnYourBack marketing campaign. The promoting marketing campaign featured celebrities and influencers sharing unretouched content material subject material warning their fanatics in regards to the dangers of digital distortion and galvanizing them to turn their once more on filters that change their natural choices.
Briefly after, Dove presented an initiative with Lizzo referred to as the Dove Self-Esteem Undertaking Analysis for Children On-line Protection. The target of the promoting marketing campaign was once as soon as to draw attention to the Kids Online Coverage Act, which promotes coverage on social media for more youthful shoppers. To enhance the bill, Dove produced a film referred to as “Value of Good looks” to concentrate on the have an effect on social media good looks necessities may have on more youthful people’s mental nicely being.
As we covered this fall, Dove moreover teamed up with Nike to unlock the Frame Assured Game initiative, which encourages girls’ participation in early lifestyles sports activities actions right through and after puberty. In conjunction with an educational toolkit for coaches and caregivers, the Body Confident Sport advertising marketing campaign included a series of YouTube movies depicting the benefits of girls’ participation in sports activities actions.
From cinema to social have an effect on, 2023 had its justifiable share of environment friendly campaigns. We sit up for seeing what marketers have in store for 2024.
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