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Out-of-the-box marketing thinkers have attracted enormous media attention over the years, creating masterpieces that captivated audiences and got people talking about brands and their products. While traditional marketing strategies are at all times reliable, non-traditional campaigns can provide a much higher reward if brands execute them appropriately.
Every now and then, a company turns a creative idea into the next hot topic of conversation online and in the workplace. These viral campaigns teach us that an unconventional approach can attract media attention quickly and for years to return!
Offer your customers creative solutions, reminiscent of a Heinz insurance policy
Creativity meets playful humor in this viral campaign from one of the biggest brands in the food industry. With their latest “insurance policy,” Heinz guarantees to assist customers who deal with ketchup-related accidents by turning every mess into an opportunity.
It’s no wonder this product offering went viral. It solves a common problem for Heinz customers while improving the customer experience, and presents a fun solution that gets people talking. Every customer base has industry issues they’ll relate to. Offering progressive solutions with an unexpected twist can make your brand the obvious selection over the competition.
Step away from corporate professionalism like the Manscaped Snooker advert
British humor is known for adding a little little bit of spice to get laughs from the audience, which is why Manscaped asked British comedian Charlie Partridge to star in their Lawnmower 4.0 Commercial SnookerIn this viral ad, Partridge delivers a collection of double entendres intended to discredit the brand’s personal care products.
The personal care industry is known for using indirect marketing ploys to handle personal issues, but this ad got viewers talking and definitely demonstrated a clear understanding of the audience. The clever script of the ad shows how useful it could possibly be for modern brands to place professionalism aside and be cheeky with their audiences in today’s daring world. It might not be the right fit for every potential consumer, but it’ll definitely create buzz and encourage sharing, which could help your brand gain more sales.
Harness the power of viral marketing events like Refinery29’s 29Rooms
First founded in 2005, Refinery29 has spent nearly two a long time focusing on popular culture authority and public relevance. Their 29Rooms is a series of events designed to mix the traditional party scene with the viral focus of social media, further cementing the brand as the clear leader in all things cool.
Refinery29 prioritized entertainment and art, in addition to politics and style, during the trip. Attendees were treated to fascinating shows from talented contemporary artists, catering to the growing interest of smaller creators while providing a high-quality backdrop for viral content on social media.
The exhibition brought attention to the Refinery29 brand while helping its audience reconnect with their shared spaces after a difficult 12 months of pandemic isolation. Marketing events might be standalone events, but Refinery29 shows us that more complex events that span multiple dates and locations might be a worthwhile investment that facilitates deeper connections with your audience. These events bring people together and keep them focused on your brand, especially when they are culturally relevant and designed for a world obsessed with social media.
Repurpose marketing wins like the Red Bull Stratos project
Known for helping its customers reach latest heights, Red Bull has gained enormous media attention due to Red Bull Stratos Projectwhich focused on the historic high-altitude jump of Austrian parachutist Felix Baumgartner, who jumped into the air from a height of greater than 30,000 meters using special equipment and a one-of-a-kind suit to maintain him protected in an otherwise hostile environment.
Over the years, Red Bull has attracted increasing media attention for its feat, and even reignited public interest with the release of the 2018 Mission to the Edge of Space, document that provides an inside look at the project. Reusing successful marketing campaigns to generate latest interest and attract more attention in the future might be a powerful move that enables your brand to do more with less.
Focus on people like Lululemon’s Proud & Present
The Lululemon brand has at all times enjoyed a lot of media attention, receiving each customer and celebrity praise. criticism on account of lack of inclusivity over the years. In 2019, the brand took a big step forward with the help of the creatives at Working Not Working to create a latest, inclusive campaign that put aside traditional marketing and as an alternative allowed the voices of marginalized communities to be heard in public spaces and online.
The (*4*)Proud and Present Campaign focused on honesty and focused on people. Brands can learn a lot from this campaign. The campaign not only creatively addressed one of the foremost criticisms that have plagued the company in recent years, but also demonstrated a nuanced understanding of the public’s interest in raw, real content.
In an age when people share their truth every day in online posts, the average consumer is less interested in perfectly tailored marketing content and more interested in content that reflects an understanding of the human experience and consumer needs. Putting humanity at the center of a brand campaign will help audiences feel seen and heard, generating deeper levels of trust and increasing brand loyalty.
Marketing is a year-round commitment for brands, and in many cases, traditional marketing works great. However, unconventional campaigns can attract publicity and be talked about for years, even if all that continues to be is a YouTube clip or a social media post.
It’s much easier to generate buzz around a topic when marketers give audiences something to buzz about. A less traditional approach is a great technique to capture their attention and stimulate their imagination.