The best marketing campaigns of 2022: Part 1

The best marketing campaigns of 2022: Part 1

BBC – #ThisIsOurBBC

Few establishments can boast the success of attaining their centenary 12 months. The BBC selected to mark its 100 years of public provider broadcasting in 2022 by means of shining a focus at the presentations, characters and personalities who’ve outlined the broadcaster’s ingenious identification over the a long time.

The ‘#ThisIsOurBBC’ marketing campaign presentations snippets of archive photos that includes the likes of comedy introduction Alan Partridge, Drag Race big name Ru Paul and mythical broadcaster Sir David Attenborough.

Describing the BBC as a “distinctive experiment”, the marketing campaign presentations off the sheer number of content material, from Saturday night time favourites like Strictly Come Dancing, to documentaries, classes from BBC Bitesize and vintage comedy similar to The Place of business and The Vicar of Dibley.

The #ThisIsOurBBC marketing campaign is designed to put across what it method to be a public provider broadcaster, the usage of a mixture of TV and social to deliver the tale to lifestyles. In line with BBC figures, the TV spots reached 62% of adults and 39% of 16- to 44-year-olds, by way of a mix of 120-second, 90-second and 40-second cuts. The ingenious reached 2.3 million cinemagoers from January to February, whilst YouTube and paid social completed 4.9 million perspectives.

The staff used the unique #ThisIsOurBBC premise to create later iterations that specialize in other strands of programming, together with information protection from throughout the battle in Ukraine.

Talking at the marketing campaign’s release, leader buyer officer Kerris Shiny described the movie as a part of a much wider way to display how central the BBC is to UK tradition. Crucially, the centenary is available in a 12 months when the federal government thought to be freezing the broadcaster’s investment or even abolishing the licence charge altogether.

Whilst acknowledging it is very important to discuss the BBC’s position as a countrywide broadcaster, Shiny believes the company performs a task in folks’s lives “like no different media organisation”. CR

Boots – ‘Summer time Higher Be In a position’


It’s at all times tough to observe up a marketing campaign that’s been a runaway good fortune. That’s the issue Boots confronted this 12 months when launching its 2022 summer season marketing campaign, with CMO Pete Markey telling Advertising Week it used to be like growing “the tough moment album”.

However moderately than shy clear of the problem, Boots attacked it head on, with ‘Summer time Higher Be In a position’ changing into its largest summer season push so far. Certainly, the promoting finances for the logo’s 2022 summer season pressure used to be 20% upper than 2021’s ‘Really feel Just right as New’ marketing campaign.

It used to be additionally the primary marketing campaign to be introduced as a part of the ‘With you. For lifestyles’ model platform unveiled initially of the 12 months, which displays the store’s new goal: ‘We serve our shoppers’ wellbeing for lifestyles’.

Boots labored carefully with companions The Pharm and VMLY&R at the marketing campaign, whilst additionally the usage of System1 to pre-test the TV advert. Hanging the pursuit of effectiveness first, the logo got rid of a scene from the advert its entrepreneurs liked, however that used to be failing to resonate with shoppers.

The outcome? A go back on funding of £2.50 for each and every £1 spent, in keeping with Markey, who stated this beat 2021’s ROI of £2 for each and every £1 spent. The logo additionally controlled to hit all “key” metrics for the marketing campaign, together with buzz, salience, relevance and worth for cash belief, along the realization in shoppers that Boots has the whole lot they want. Summer time Higher Be In a position additionally drove the store’s largest ever gross sales for its own-brand solar cream Soltan. MI

Chase – ‘Rewarding Banking’

The best marketing campaigns of 2022: Part 1
Supply: JP Morgan

Virtual financial institution Chase most effective introduced in the United Kingdom simply over a 12 months in the past, however already the JP Morgan-owned model has 1 million shoppers. To position that expansion into viewpoint, it took Starling Financial institution 8 years to get to its present 2.4 million shoppers, whilst Monzo took seven years to achieve 5.8 million.

As of October, the financial institution claimed to carry £10bn in UK buyer deposits, with saver accounts keeping a mean of £27,000.

Core to the logo’s good fortune has been its through-the-line advert marketing campaign, first introduced in March this 12 months. Voiced by means of Scottish actor David Tennant, the hero advert introduces Chase’s standing as a relied on financial institution in the United States, the place it already serves greater than 60 million families as a retail banking chain.

The marketing campaign additionally highlights the financial institution’s rewards gadget and customer support credentials, and has run in more than a few iterations throughout linear and virtual TV, YouTube, broadcaster video-on-demand, and virtual out-of-home for the previous 9 months. General, the logo has made itself nearly unattainable to forget about.

In the case of advert recall, the marketing campaign used to be “very a hit” for Chase, CMO Deborah Keay advised Advertising Week previous this 12 months. The logo temporarily moved forward of different challenger banks at the metric, and started to encroach at the backside 3rd of the “incumbent” retail banks.

Unaided consciousness, attention, and agree with metrics have all progressed too, and buyer comments has been “nice”, Keay added.

The CMO’s claims stack up smartly in opposition to knowledge from YouGov’s model well being tracker. In line with BrandIndex, Chase’s general model well being progressed from a rating of 0.5 in February (previous to the marketing campaign’s release) to a rating of five.2 in October.

Advert consciousness rose from a rating of one.7 to 11.6, whilst model consciousness has jumped from 23.3 to a rating of 46. Shopper affect of the logo has additionally progressed (from 0.5 to five.7), as has its high quality belief (0.4 to five.7), price belief (-0.5 to a few.9), and rating for attention (2.6 to 9.3). MJ

Elvie – ‘Leaks Occur’

Regardless of strides made lately in the case of spotlighting and championing girls’s well being, taboos round urinary incontinence appear to succeed. Alternatively, this 12 months noticed feminine well being and tech model Elvie put the highlight on urinary incontinence in an overly literal method.

Elvie’s ‘Leaks Occur’ marketing campaign featured a ‘peeing’ billboard and mom of 2, Megan Burns, weightlifting. The London billboard used to be submit simply two weeks after TikTok banned a video on Elvie’s profile appearing a girl leaking urine whilst weightlifting. It labeled the advert as “graphic” content material.

The logo labored with PR company Don’t Cry Wolf and out-of-home consultants Kinetic to tug off the activation. In line with Don’t Cry Wolf, the peeing billboard drove a 93.5% build up within the dialog round incontinence on social media.

In the meantime, the marketing campaign video used to be considered greater than one million occasions and Elvie witnessed a 109% uplift in Google searches for the logo throughout the marketing campaign release week.

Advert consciousness additionally larger for the logo, in keeping with YouGov’s BrandIndex, with its rating expanding from 0.1 in February 2022 to one.4 in June. Elvie additionally noticed an uplift in model consciousness, from 22.5 in February to 26.7 by means of Would possibly. MI

Right here We Flo – ‘#NoMorePeriodDrama’

Right here We Flo used to be based 4 years in the past with a core challenge: to disrupt the length, bladder and sexual wellness markets with its natural and vegan merchandise, whilst difficult the stigma and disgrace that encompass those physically purposes.

With its merchandise now to be had at the cabinets of well-liked UK outlets, the logo is taking steps to boost up its expansion. This 12 months it introduced its first TV advert, funded by means of the Grand Prix £1m prize it used to be awarded by means of the inaugural Sky 0 Footprint Fund.

Created with company Hatch London, ‘Not more length dramas’ provides a tongue-in-cheek take at the vintage British length TV drama. Centred on a dinner desk web hosting top society women and men, the onset of 1 girl’s length triggers a full of life dialogue about natural tampons, whilst the boys glance aghast.

Chatting with Advertising Week previous this 12 months, Right here We Flo co-founder and CEO Tara Chandra stated the logo’s technique is to “make folks chuckle”, and it sounds as if to be paying off. Kantar’s The Works find out about known the advert as essentially the most creatively efficient on TV in April for its doable to pressure each long- and momentary expansion.

The spot scored inside the most sensible 5% of all commercials in the United Kingdom on area of expertise, and within the most sensible 15% for differentiation, the find out about printed. It additionally scored within the most sensible 25% for growing the sense it’s atmosphere traits, and the highest 30% for persuasiveness.

Although just a small scale examine initially, Chandra stated the release of the advert brought on various outlets and companions to achieve out about stocking Right here We Flo merchandise. Logo consciousness larger and general gross sales tripled in 2022.

The advert is ready to air once more early subsequent 12 months on a countrywide scale, supported by means of a much wider marketing campaign throughout out-of-home and social. MJ

LinkedIn – ‘Apply In Her Footsteps’

With a objective to champion a extra equitable international of labor, sponsoring the biggest girls’s carrying tournament in Ecu historical past felt like a herbal subsequent step for LinkedIn.

The pro networking web site used to be impressed to spouse with this summer season’s Euros event after seeing a “large build up” within the selection of carrying pros sharing tales at the platform.

Operating throughout out of doors and virtual channels, the ‘#FollowInHerFootsteps’ marketing campaign kicked off with a release movie that includes uncommon archival photos of ladies’s soccer in the course of the generations.

LinkedIn put Carol Thomas, the primary captain to steer England to a Ladies’s Euros event in 1984, on the middle of its marketing campaign.

Thomas walked the 30-miles from Crewe’s Mornflake Stadium, the web site of the primary Euros recreation in 1984, to Previous Trafford the place the event kicked off in July to a sold-out crowd. She used to be joined at the stroll by means of Crystal Palace big name Chloe Morgan, the primary captain of the Somali girls’s nationwide staff Iqra Ismail, England’s Rachel Yankey and retired Swedish footballer Anette Borjesson.

As a part of the marketing campaign push, LinkedIn inspired girls to talk about the position fashions who’ve impressed them and labored with a number of avid gamers to assist construct their profiles, providing very best apply pointers, content material concepts and one-to-one classes.

In line with UK head of brand name advertising and marketing Zara Easton, LinkedIn’s Euros sponsorship “surpassed” expectancies, now not simply in relation to viewership but additionally the “richness of debate” across the significance of feminine position fashions off and on the pitch.

The #FollowInHerFootsteps marketing campaign delivered greater than 100 million impressions over two weeks and drove a vital build up in model love, LinkedIn studies, a part of what the platform describes as the broader “seismic shift” in attitudes to ladies in game. CR

McDonald’s – MyMcDonald’s UK release

McDonald’s CEO Chris Kempczinski declared in October that advertising and marketing is “beginning to display up” as a driving force of expansion for the fast-food chain. He stated advertising and marketing has been serving to to make the logo “extra related” and “extra recognisable” to shoppers. And a key consider that has been McDonald’s acceleration in virtual and funding within the MyMcDonald’s loyalty scheme, which introduced throughout the United Kingdom in July following a six-month trial length.

McDonald’s at first introduced the programme in the United States, racking up 21 million energetic individuals within the first six months, with Kempczinski declaring “loyalty is the only largest driving force of virtual adoption”.

The loyalty scheme, which is most effective to be had by way of the MyMcDonald’s app, permits UK shoppers to earn 100 issues for every £1 spent, which will then be exchanged for menu pieces. For 1,500 issues the rewards come with a mini McFlurry or a hash brown, 2,500 issues will also be traded for a Double Cheeseburger; whilst 4,000 issues will also be exchanged for a Large Mac or six Hen McNuggets. Issues can be transformed right into a money donation for charity.

The short-food chain enlisted TV character Rylan Clark to introduce the primary segment of the United Kingdom scheme by way of a YouTube video in January. The pilot introduced throughout 10 places in and round Liverpool, prior to an extra 65 eating places have been added which, in keeping with McDonald’s director of virtual Karl Boyce, had a “huge have an effect on”. The national roll out adopted, with the logo effectively recruiting 3 million energetic individuals within the first 3 months on my own.

McDonald’s has constructed in this preliminary good fortune, with a raft of unique app provides serving to to pressure adoption.

General, McDonald’s generated just about $7bn (£6bn) in gross sales via virtual channels in its most sensible six markets – of which the United Kingdom is one – within the 3rd quarter on my own, with the loyalty scheme considerably serving to to pressure virtual take in. LT

Netflix- Stranger Issues season 4

Now not most effective has Netflix offered promoting to its platform for the primary time this 12 months, it has additionally been the 12 months the place the logo has shone via its personal advertising and marketing. Significantly via its promotional marketing campaign for the fourth season of Stranger Issues.

There used to be already a large amount of hype across the subsequent free up of the science fiction display in Would possibly 2022, given the former season were launched nearly 3 years previous.

Netflix deployed a marketing campaign which utilised experiential advertising and marketing to capitalise on that hype.

As an example, in Would possibly the logo submit out-of-home posters for fictional merchandise within the Stranger Issues universe, with a telephone quantity to name, which resulted in a peculiar voicemail. Then within the following days folks in hazmat fits arrived, putting in a tent across the OOH activation. Ultimately a “portal” spread out, which resulted in an immersive enjoy for fanatics of the display to experience.

The streaming provider additionally enlisted cartoonists to create quick sequence, ‘A Stranger Morning’, which re-enacted scenes from the former 3 seasons of the display by way of representation.

This marketing campaign used to be some of the first performed by means of new CMO Marian Lee, who took over in March 2022. Alternatively, it used to be hailed by means of co-CEO Ted Sarandos as Netflix’s “very best marketing campaign so far”. It propelled Stranger Issues season 4 to change into Netflix’s absolute best watched English-language sequence ever. In line with Nielsen, the sequence collected 7.2 billion mins of watch time in one week, the absolute best for any sequence at the streaming platform.

Right through a time when the streaming provider were seeing subscriber expansion falter, Sarandos additionally known the marketing campaign as essentially the most impactful “unmarried factor”, which drove better-than-expected ends up in the length. NC

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