In the world of content marketing, it’s crucial to stay ahead of the curve and learn from the best. In this blog post, we will explore 10 recent award-winning content marketing campaigns, delving into the strategies employed and the impressive results achieved. Let’s dive into these inspiring case studies and learn how these brands made a lasting impact on their audience.
1. Dove’s “Real Beauty Sketches”
Dove’s Real Beauty Sketches campaign aimed to challenge societal beauty standards and promote self-acceptance. The campaign featured a forensic artist who drew portraits of women based on their self-descriptions and then based on others’ descriptions of them.
Results:
- Over 114 million views in the first month.
- Shared over 3.7 million times on social media.
- Increased sales by 3.4% within a year of the campaign.
2. Nike’s “Dream Crazy”
Nike’s Dream Crazy campaign, featuring Colin Kaepernick, aimed to inspire athletes to pursue their dreams despite adversity. The ad showcased various athletes overcoming obstacles and pushing the limits.
Results:
- A 31% increase in online sales in the first week.
- 170,000+ mentions on Twitter within 24 hours.
- Increased Nike’s brand value by $6 billion within a month.
3. Spotify’s “Wrapped”
Spotify’s Wrapped campaign provided users with personalized playlists and statistics reflecting their listening habits throughout the year. The campaign encouraged users to share their unique data on social media.
Results:
- Over 61 million users engaged with Wrapped.
- Generated 28 billion social media impressions.
- Increased premium subscriptions by 29% YoY.
4. Airbnb’s “Experiences”
Airbnb’s Experiences campaign promoted their new offering of local activities and experiences by showcasing the unique adventures travelers could embark on with local hosts. The campaign used compelling visuals and storytelling to attract users.
Results:
- A 7x increase in bookings in the first year.
- Experiences became Airbnb’s fastest-growing product.
- Drove significant press coverage and social media engagement.
5. American Express’s “Small Business Saturday”
American Express’s Small Business Saturday campaign encouraged consumers to support local businesses by shopping at small retailers on the Saturday after Thanksgiving. The campaign used social media and influencer partnerships to raise awareness.
Results:
- Over 112 million consumers participated in 2019.
- Generated $19.6 billion in reported spending.
- Received widespread media coverage and support from public figures.
6. GoPro’s “User-Generated Content”
GoPro’s user-generated content strategy encouraged customers to submit their own videos and photos captured with GoPro devices. The brand then curated and shared this content on their social media channels and website.
Results:
- Garnered millions of views on YouTube.
- Increased brand loyalty and engagement.
- Encouraged customers to create and share even more content.
7. HubSpot’s “Inbound Marketing Methodology”
HubSpot’s Inbound Marketing Methodology campaign aimed to educate marketers on the benefits of inbound marketing. HubSpot created a wealth of informative content, including blog posts, eBooks, webinars, and certification courses.
Results:
- Over 4.5 million monthly blog visits.
- A 52% increase in monthly leads.
- More than 100,000 certification course completions.
8. LEGO’s “Rebuild the World”
LEGO’s Rebuild the World campaign showcased the creativity and imagination LEGO bricks can inspire. The campaign included a video featuring a playful chase scene made of LEGO bricks, along with user-generated content on social media.
Results:
- Millions of views on YouTube.
- High engagement on social media.
- Strengthened LEGO’s brand image as a creative, imagination-sparking toy.
9. Taco Bell’s “Web of Fries”
Taco Bell’s Web of Fries campaign was a tongue-in-cheek approach to promoting their new Nacho Fries. The brand created a faux movie trailer featuring actor Josh Duhamel, positioning the fries as a conspiracy thriller.
Results:
- Over 2 million YouTube views.
- High social media engagement and shares.
- Nacho Fries became the most successful product launch in Taco Bell’s history.
10. Gillette’s “The Best Men Can Be”
Gillette’s “The Best Men Can Be” campaign tackled the issue of toxic masculinity and aimed to redefine modern manhood. The campaign, while controversial, sparked conversations about societal expectations and the role brands play in shaping them.
Results:
- Over 33 million views on YouTube.
- Generated more than 4 million social media mentions.
- Increased brand engagement and awareness.
11. Heineken’s “Worlds Apart”
Heineken’s Worlds Apart campaign featured strangers with opposing views engaging in a social experiment. Participants were asked to build a bar together and were later revealed to have contrasting opinions, sparking conversations about tolerance and understanding.
Results:
- Over 14 million views on YouTube.
- Widespread press coverage and praise.
- Boosted Heineken’s brand image as socially responsible and thought-provoking.
12. Warby Parker’s “Home Try-On”
Warby Parker’s Home Try-On campaign provided customers with the option to try on five frames at home for free. The campaign leveraged user-generated content, encouraging customers to share their try-on experiences on social media.
Results:
- Substantial growth in customer base and sales.
- High social media engagement.
- Strengthened brand image as customer-centric and innovative.
13. L’Oreal’s “Beauty Squad”
L’Oreal’s Beauty Squad campaign involved partnering with influential beauty vloggers to create content showcasing L’Oreal products. The influencers shared their beauty tips, product reviews, and tutorials on their respective platforms.
Results:
- Over 100 million social media impressions.
- A 50% increase in L’Oreal’s YouTube subscribers.
- Increased brand trust and credibility through influencer endorsements.
14. Patagonia’s “Worn Wear”
Patagonia’s Worn Wear campaign encouraged customers to repair and reuse their clothing instead of buying new items. The brand shared stories of customers’ cherished Patagonia items, reinforcing their commitment to sustainability and quality.
Results:
- High social media engagement and shares.
- Strengthened brand image as environmentally conscious.
- Increased customer loyalty and trust.
15. Volvo’s “The Epic Split”
Volvo’s The Epic Split campaign featured action star Jean-Claude Van Damme performing an impressive split between two moving Volvo trucks. The campaign aimed to showcase the precision and stability of Volvo’s dynamic steering system.
Results:
- Over 94 million views on YouTube.
- Widespread press coverage and viral status.
- Boosted Volvo Trucks’ sales by 24% in the following year.
16. BuzzFeed Tasty’s “Snackable Videos”
BuzzFeed Tasty’s snackable videos showcased quick, easy-to-follow recipes in a visually engaging format. The videos were optimized for social media, with a focus on shareability and mobile viewing.
Results:
- Over 100 million monthly views.
- High social media engagement and shares.
- Increased brand awareness and authority in the food space.
17. REI’s “#OptOutside”
REI’s #OptOutside campaign announced their decision to close stores on Black Friday, encouraging employees and customers to spend the day outdoors. The campaign sparked a movement, with other brands and millions of people participating.
Results:
- Over 1.4 billion social media impressions.
- 6.7 million people participated in the first year.
- Increased brand loyalty and customer appreciation.
18. Microsoft’s “The Collective Project”
Microsoft’s The Collective Project showcased inspiring students using technology to make a difference. The campaign featured videos and articles, including a viral video of actor Robert Downey Jr. delivering a 3D-printed bionic arm to a young boy.
Results:
- Over 10 million views on the Robert Downey Jr. video.
- High social media engagement and shares.
- Boosted Microsoft’s brand image as innovative and socially responsible.
19. Always’s “#LikeAGirl”
Always’s #LikeAGirl campaign aimed to change the negative connotation of the phrase “like a girl” by featuring girls and women demonstrating their strength and abilities. The campaign highlighted gender stereotypes and promoted female empowerment.
Results:
- Over 67 million views on YouTube.
- Increased Always’s brand favorability by 66%.
20. Old Spice’s “The Man Your Man Could Smell Like”
Old Spice’s “The Man Your Man Could Smell Like” campaign featured a series of humorous ads starring former NFL player Isaiah Mustafa. The campaign aimed to rejuvenate the brand’s image and appeal to a younger audience.
Results:
- Over 56 million views on the original YouTube video.
- Increased sales by 107% within a month.
- Established Old Spice as a fun, engaging brand.
21. Casper’s “The Sleep Channel”
Casper’s “The Sleep Channel” campaign aimed to address the issue of sleeplessness by creating a podcast series featuring soothing sounds, stories, and guided meditations. The campaign leveraged content marketing to promote Casper’s mattresses and sleep products.
Results:
- Thousands of podcast downloads.
- Increased brand awareness and credibility in the sleep industry.
- Drove traffic to Casper’s website and social media channels.
22. Coca-Cola’s “Share a Coke”
Coca-Cola’s “Share a Coke” campaign replaced the brand’s logo on bottles with popular names and phrases, encouraging customers to share a Coke with friends and family. The campaign also invited customers to create custom virtual bottles and share them on social media.
Results:
- Increased sales volume for the first time in a decade.
- Generated over 1.25 billion social media impressions.
- Strengthened Coca-Cola’s brand image as a connector of people.
23. The New York Times’s “The Truth is Hard”
The New York Times’s “The Truth is Hard” campaign emphasized the importance of quality journalism in the era of fake news. The campaign featured a commercial during the 2017 Oscars and a series of online articles highlighting the newspaper’s commitment to truth and accuracy.
Results:
- Increased digital subscriptions by 41%.
- Boosted brand credibility and trustworthiness.
- Generated widespread media coverage and discussion.
24. Guinness’s “Made of More”
Guinness’s “Made of More” campaign showcased the brand’s rich history and core values through a series of heartwarming ads. The campaign highlighted stories of resilience, determination, and human connection.
Results:
- Millions of YouTube views.
- High social media engagement.
- Strengthened Guinness’s brand image as inspiring and timeless.
25. Burt’s Bees’s “Bring Back the Bees”
Burt’s Bees’s “Bring Back the Bees” campaign aimed to raise awareness about the declining bee population by temporarily removing the letter “B” from their logo and packaging. The campaign also partnered with celebrity spokesperson Lea Michele to plant wildflowers in bee-friendly habitats.
Results:
- Over 1.5 billion wildflowers planted.
- Widespread media coverage and social media engagement.
- Boosted Burt’s Bees’s image as an environmentally conscious brand.
26. IBM’s “Watson”
IBM’s Watson campaign promoted the brand’s AI technology by showcasing its capabilities across various industries, including healthcare, finance, and education. The campaign featured case studies, blog posts, and engaging video content.
Results:
- Increased brand awareness and credibility in the AI space.
- Drove sales of IBM’s Watson products and services.
- Generated substantial media coverage and interest.
27. Red Bull’s “Stratos”
Red Bull’s “Stratos” campaign chronicled Austrian skydiver Felix Baumgartner’s record-breaking jump from the edge of space. The campaign documented the event through live streams, videos, and social media updates, showcasing Red Bull’s association with extreme sports and adventure.
Results:
- Over 8 million concurrent live stream viewers.
- 52 million views on YouTube.
- Boosted Red Bull’s brand image as daring and innovative.
28. Chipotle’s “The Scarecrow”
Chipotle’s “The Scarecrow” campaign featured an animated short film highlighting the importance of sustainable farming practices and the use of natural ingredients. The campaign aimed to differentiate Chipotle from other fast-food chains by showcasing their commitment to quality and environmental responsibility.
Results
- Over 17 million views on YouTube.
- High social media engagement and shares.
- Strengthened Chipotle’s brand image as environmentally conscious and committed to quality.
29. Mailchimp’s “Did You Mean…?”
Mailchimp’s “Did You Mean…?” campaign consisted of a series of seemingly unrelated projects that played on various misspellings of the brand’s name, such as “MailShrimp,” “KaleLimp,” and “FailChips.” The campaign aimed to raise brand awareness in a humorous and unconventional way.
Results
- Over 400 million impressions across platforms.
- Increased brand recognition and recall.
- Generated widespread media coverage and praise for its creativity.
30. Apple’s “Shot on iPhone”
Apple’s “Shot on iPhone” campaign showcased the quality of the iPhone’s camera by featuring user-generated photos taken on the device. The campaign displayed images in outdoor ads, on social media, and on Apple’s website.
Results
- Over 24,000 Instagram posts with the #ShotOniPhone hashtag.
- High social media engagement and shares.
- Reinforced Apple’s brand image as a leader in technology and innovation.
Conclusion
These 30 award-winning content marketing campaigns demonstrate the power of creativity, storytelling, and audience engagement in driving results. By examining these successful strategies and understanding their impact on their target audience, marketers can learn valuable lessons and apply these insights to their own campaigns. Keep these case studies in mind as you develop your content marketing strategy, and you’ll be well on your way to creating content that stands out and drives success.
