6 Types of Marketing Campaigns [With Examples] - MotionCue (2023)

Who wouldn’t want their marketing campaign to be successful? But to get the desired results, you’ll need to pick the right campaign.

A smart utilization of creative resources depends on selecting the correct type of marketing campaign from the outset.

Let’s have a look at the types of marketing campaigns, what they help achieve and examples to help you brainstorm possibilities.

1. Brand awareness campaign

The degree to which a brand is recognized by potential customers and appropriately connected to a certain good or service is called brand awareness.

A brand awareness campaign is designed to increase your brand’s “identifiability” among your target audience.

But what exactly does this mean?

It means that you want to make sure your ideal customers have a positive impression of your brand. And that you want them to associate your business with a specific product or service.

So, who can use brand awareness campaigns?

Any business can put them to use. It’s an attempt to promote your unique selling point and what really distinguishes your company from the competition.

Building brand awareness is important for promoting your business and products, especially in the early stages of a business. It is essential because it:

  • establishes brand trust;
  • creates association; and
  • builds brand equity.

Let’s have a look at some examples.

i. Apple events

We have seen different companies announcing their new gadgets in different ways but none of them come close to Apple.

It’s because Apple has maintained its practice of dedicating an entire event to its new release.

ii. Coca-Cola’s “share a coke” campaign

Coca-Cola has had many campaigns and it has reached a point where it needs no introduction.

The “share a coke” campaign is probably the most iconic. You could find a coke with your name or customize one with a phrase.

Everyone loved it and it was great for brand awareness. Just goes to show that personalization goes a long way. So, try to incorporate that in your marketing campaign.

Read more: Best B2B Video Content Marketing Campaigns

2. Product launch campaign

A product launch is a process of introducing a brand-new product or service to the market through a series of organizational efforts across multiple departments.

It can be tricky because you get one shot at it and can’t take any risks.

Product launch does not have to be limited to one day, instead, can go on for several days. It also requires pre-launch and post-launch planning.

To make it simple, the three stages of a product launch are:

Pre-launch: includes market research, setting objectives and KPIs, competitive analyses, and marketing strategy.

Launch stage: the product launch event.

Post-launch: acknowledging and implementing feedback, and earning customer loyalty.

You should keep the following in mind while thinking of a strategy:

  • In-depth market research
  • Product development process
  • Target market analysis
  • Management of product’s lifecycle
  • Data-driven marketing plan

Here are some examples of product launch campaigns.

i. Absolut

Absolut decided to host a launch party where guests could communicate with a fictional doorman named “Sven” via WhatsApp. The target was to engage young customers with the release of a limited edition “Unique” vodka in Argentina.

ii. Vivo

The marketing team at Vivo had to come up with a strategy to launch their V19 smartphone when the world was hit by COVID.

In-person gatherings were not allowed; therefore, a big launch event was out of the question.

Guess what they did?

They launched their V19 smartphone by running an AR ad campaign across social media, such as Facebook and Instagram. They also implemented a “virtual unboxing”

Related: 10 Best Advertising Campaigns to Come Out of Quarantine

3. Social media marketing campaign

You need to find out where your audience is in order to target them. Since most of the world is online, that’s where you need to market your product or service.

A social media campaign is one of the most important components of your marketing strategy.

It is an organized marketing effort that uses social media channels to increase consumer awareness, interest, and loyalty to an organization, brand, product, or service.

Let’s have a look at some inspirations.

i. Airbnb

Airbnb not only gained consumer trust but also boosted its brand image by supporting a cause.

View this post on Instagram

A post shared by Airbnb (@airbnb)

During a time when most of the world was shut down, Airbnb found a way to be active on social media and made the best of it.

It provided free or discounted lodging to COVID19 responders.

The main takeaway here is not that all hotels should do it like Airbnb. The takeaway here is to stay active on social media and find ways to stay relevant.

ii. Starbucks’ #ExtraShotofPride campaign

Starbucks is known for its attention-grabbing, engaging, and unique social media campaigns. They launched a campaign in June 2019 to celebrate Pride Month.

For this campaign, they posted colorful pictures of people from the LGBTQ+ community and introduced them. They used Instagram posts and stories to run this campaign and created a hashtag to engage the community.

Side by side. Hand in hand. We’re marching with you. Grab your own poster for Pride. #ExtraShotOfPride #Pride https://t.co/10SGZssyeb pic.twitter.com/3EJuwJe7gV

— Starbucks Coffee (@Starbucks) June 5, 2019

4. Video marketing campaign

Video content has reached new highs in recent years.

This trend won’t be slowing down considering the fact that 59% of consumers spend a quarter or more of their time watching videos and 65% of marketers said that video helped them build brand awareness.

Like some other marketing campaigns, a video marketing campaign can also be used for different objectives. From raising awareness to selling products, you can do it all with video.

Most importantly, your video marketing campaign gives your viewers a simple way to absorb your content without having to read or scroll through a lot of text.

Time to watch our favorite video marketing campaigns.

i. Popl by Motioncue

Popl is a platform that offers digital business cards for individuals and teams. It required a video to get more traffic to its website. Our team accepted the task and created an animated explainer video. The video is engaging and the hard-to-process information was made easy to digest.

If you want a video for your marketing campaign, get in touch with our team. We would love to help you!

Want a video for your business?

GET A CUSTOM QUOTE

ii. Google Earth: Homeward Bound

If you’ve seen the movie Lion, you already know the story: Saroo, a young Indian boy, is waiting for his brother to run errands in the city when he falls asleep on a train. The train is moving when he awakens, transporting him to an unidentified location.

It is hard to resist getting emotional while watching Saroo’s narrative because it is so heartbreaking. You should be careful not to overuse this tactic. Since it was based on a true story it made the video a success.

Google showed through a video that their services are not just commercial services but are capable of more than that.

5. Email marketing campaign

An email marketing campaign is a planned series of individual emails sent over a set period of time for a specific goal.

These goals can be lead nurturing, getting the readers to take action, such as asking to sign up for a webinar, or make a purchase, and so on.

To accomplish the campaign’s objective, each email must have a strong subject line, relevant content, and a clear call to action.

Here are some tips to implement a strategy for email marketing

  • Have a targeted list
  • Set your goals
  • Have an understanding of the types of email
  • Know your audience
  • Make the best use of technology and available tools
  • Focus on the design of the email
  • Keep the subject line relevant
  • Write high-quality copy
  • Plan follow-ups
  • Test, before you hit send

Here are some of the best emails from brands.

i. Headspace

Headspace was launched in 2010 with the mission to “improve the health and happiness of the world.” As of 2022, the app has been downloaded more than 42 million times.

There’s no doubt that the headspace marketing team did it right, but what’s even more interesting is the way they use email marketing.

Headspace has its own range of graphics and designs for emails. A different set for welcome emails for reminders and a different one for purchases. However, the color palette is cohesive.

Here’s a look at one of their welcome emails.

6 Types of Marketing Campaigns [With Examples] - MotionCue (1)

Credits: Headspace

ii. Mint

Sending anniversary or birthday emails to your subscribers is a terrific way to show them that they are important.

These emails can be fully automated, which makes them a simple approach to building brand loyalty and keeping your brand in the minds of your readers. The tone Mint uses for its emails is friendly and fun.

The birthday email does not ask subscribers to buy something or take some other kind of action. Instead, it’s a small gesture of love.

Readers can see the email, smile, and go on with their day.

6 Types of Marketing Campaigns [With Examples] - MotionCue (2)

Courtesy: Mint

Related: How to Get Going with That Video Marketing Campaign

6. Rebranding campaign

One of the most crucial elements of a business is brand identity. A strong brand shines out in the marketplace and is simple to recognize. But there might come a time when your current branding does not align with your business.

That’s when you need to rebrand.

Rebranding is a marketing strategy that lets a company show the world that it has reinvented itself.

There are many reasons for considering a partial or a full rebrand.

For instance, you might want to expand your business abroad or you might have more new products that don’t go with the current branding.

No matter what the reason is, always remember that rebranding is a process not an event.

Here are some strategies that are important for a rebranding campaign

  • Redesign your logo
  • Assess your aesthetic
  • Reconsider the slogan and name
  • Focus on new brand positioning
  • Come up with new ads
  • Redefine your brand’s voice, mission, and values
  • Reestablish your brand’s target audience

Let’s have a look at some rebranding campaigns.

i. Dunkin’

In 2019, Dunkin’ Donuts rebranded as “Dunkin”. It did not require the word “donut” anymore because the customers knew what Dunkin was. In fact, it was more convenient because of the tagline “America runs on Dunkin”. The new name signified that Dunkin is not just a donut brand, it also offers a variety of beverages, especially coffee.

All the signs, logos, and other marketing content were changed to “Dunkin” removing the Donuts. Dunkin is an example of rebranding done right.

It’s official: We’re going by Dunkin’ now. 🤗 After 68 years of America running on Dunkin’, we’re moving to a first-name basis. 🧡 Excited to be #BFFstatus with you all 👯☕️🍩 #firstnamebasis #besties pic.twitter.com/hmzd2Bamlm

— Dunkin’ (@dunkindonuts) September 25, 2018

ii. Dropbox

Dropbox was first introduced in 2007 as a web service for file storage and sharing, but as of 2017, the firm wants users to think of them as “the connecting tissue for teams and enterprises of all sizes.”

Dropbox is not just a file-sharing service anymore, it’s a complete set of APIs, tools, and integrations.

Not only that, but Dropbox also made some changes to its logo. It now wants to be perceived as a creative space.

6 Types of Marketing Campaigns [With Examples] - MotionCue (3)

Courtesy: Dropbox

Wrap up

Marketing campaigns are not that easy but they are important for your company’s growth. And all successful marketing campaigns have one thing in common—they resonate with the target market. After all, your audience is very valuable.

We hope you’ve figured out which marketing campaign you’ll be spearheading next.

If it just so happens to be centered around the video (great choice), then we’d love to hear about it and help you bring it to life.

Just get in touch with our video experts and we’ll take it from there.

Want a video for your business?

GET A CUSTOM QUOTE

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