There are many different types of marketing campaigns, and a lot of steps go into making sure you choose the right one for your brand.
In this article, we’ll break down what exactly a marketing campaign is and cover eight different types of campaigns you can use to boost your brand’s success. The types of campaigns we’ll cover include:
A marketing campaign is a strategy that is put together to meet a certain marketing objective or goal for your brand. The aim of a marketing campaign is to garner the attention of your target audience. They help to increase brand awareness and attract new customers or prospects to your brand.
There are many different types of marketing campaigns and they can be used across various mediums including social media, email, print media, television, radio, pay-per-click advertising, etc.
Each marketing campaign should have a goal that guides its content and what type of marketing campaign it will be.
A successful marketing campaign will have the following elements:
Below are eight common types of marketing campaigns with examples so that you can gain a better idea of how different campaigns work.
Building brand awareness and recognition is one of the most vital parts of marketing and advertising campaigns. So, the goal of a brand awareness campaign is simply to get your brand in front of as many eyes in your target market as possible after launching it into the market.
This type of campaign should show people exactly what you do and how you’re different from competitors. It should also highlight your brand’s values so that you can connect with the right people.
An example of a successful brand awareness campaign is the Dove Campaign for Real Beauty. Rather than selling a product, Dove drew attention to a social issue. They used regular women in their advertisements instead of models.
The message was that women’s unique physical appearances should be celebrated rather than trying to achieve impossible beauty standards.
If you are changing aspects of your brand identity, like your logo or your brand colors, you’ll need to make sure that the message gets out there so that people will still recognize you. Rebranding could also apply to your messaging or brand values.
These campaigns need to show your audience that you are slowly transitioning toward something new. It’s important that you don’t suddenly implement a big change as this can be confusing.
Rather, introduce the change slowly through a campaign that explains the change and why it’s happening.
A good example of a rebranding campaign is Tupperware. Tupperware is a brand that has been around since the 1950’s so it only made sense that the brand became a bit outdated and struggled to engage with consumers.
This led the company to launch its Confidence Becomes You campaign, which showed the modernization of its values and presented its updated look to consumers.
This type of campaign is key whenever you’re bringing out a new product or service. It helps raise awareness of it and gets people excited to try your new offering.
It’s a good idea to start promoting your product well before its launch to generate excitement for the release. This will generate some buzz and excitement to drive up sales when you launch.
Apple did this really well with their AirPods Pro release. To create buzz and suspense for their new product, they place unbranded posters at different locations around the world of models dancing. There was no text or anything on these banners. Then, once the product launched, they patched visuals over these banners to make it look like these models were wearing AirPods Pro.
When it comes to driving traffic to your website or social media, paid ad campaigns can work wonders.
By buying ad space on other websites, or on apps like Instagram, you integrate yourself into the lives of your potential consumers.
Sponsored posts show up all over people’s feeds, so you need to make sure that your ad will capture the attention of your audience. This should tie into your existing social media presence.
Another option is to use pay-per-click ads (PPC) on Google. When someone types in a relevant search query, your ad will pop up and you will pay a small fee if it’s clicked on. This is a great way to target search intent and place your business in front of people looking for products or services like yours.
A good example of a paid advertising campaign is Kleenex. They developed an Adaptive Marketing tool to predict cold and flu outbreaks so that they could target their paid advertisements in areas with active outbreaks. This boosted their sales by 40%.
Social media platforms are one of the most important places to be marketing your brand or company. You can engage your existing followers while expanding your reach to new people too.
Social media marketing involves creating posts that convey a specific message. The goal of a social media campaign could be to raise awareness of your brand, promote your products, engage your audience, and so on.
The great thing about this type of marketing is that you can choose whether you want to use paid ads or simply post on your feed or Stories (depending on what platform you’re using).
With social media marketing, you can get truly creative and test out a wide range of tactics.
For example, alongside your normal posts about your product and brand, think about creating more shareable content that has the potential to go viral – like video content. If it speaks to your audience, is entertaining, and has a good message, people will share it!
Take Blendtec’s ‘Will It Blend?’ campaign, for example. They created a video series of infomercials attempting to blend random items in their high-powered blenders.
Of course, this piqued viewer curiosity as who wouldn’t want to see what would happen if an iPhone or a bunch of markers got thrown in a blender?
While everything seems to be online these days, there is still a lot to be said for a traditional media campaign.
Things like print media or billboards are great ways to target a specific demographic. Maybe you want to take out ad space in a women’s magazine to target the purchasers of that magazine. Or maybe try ads on park benches in a specific area.
Billboards are a great way to target a geographic demographic. If you place your billboard in an area with high traffic of your target market, you could have a large impact and gain some traction.
McDonald’s is well known for its creative marketing campaigns and its printed ads are no exception. One example is their ‘Open All Night’ campaign, in which a hamburger bun is displayed as the different phases of the moon. The ad is simple yet eye-catching and the message is clear: Open All Night. Every Night.
Influencer marketing is becoming a staple in successful marketing campaigns. They can help spread awareness about your brand and generate organic traffic.
Essentially, you reach out to an influencer with a following that fits your target audience and see if they’d be interested in working with you and sharing your products with their audience.
You can also give them an influencer discount code to help give their followers the nudge that they need to make a purchase.
Another way to work with influencers is to set up an affiliate marketing campaign, where influencers get links that they can share with their audience. They then get a small commission when someone buys your product through their link.
You can track these links and see where the most clicks are coming from. This can help better understand the target market and select influencers that provide greater ROI.
Working with influencers is effective because you can leverage the relationship the influencer has with their audience. You can benefit from the trust they have, which can lead to a lot of sales.
Dunkin’ managed to see a significant boost in sales after partnering with TikTok star Charli D’Amelio. Her posts of her eating donuts and drinking “The Charli” drink lead to a 57% increase in the number of people downloading the Dunkin’ Donuts app.
Email marketing might seem a bit outdated, but it is still an incredibly useful way to drive both awareness and engagement. Almost everyone uses their email regularly so it’s a great way to reach people.
With an email marketing campaign, you want to make sure your email subject lines are engaging and eye-catching so that people will open your emails.
Email marketing campaigns can be used for many different purposes. For example, you could offer small discounts or coupons to boost sales and convert leads to customers. Or, you can alert existing customers to sales or new product launches that they may be interested in.
Uber is a good example of a company with a good email marketing strategy. They regularly email their users newsletters, discounts, limited offers, and deals on their next rides.
The emails themselves are always straightforward and have a clear message to convey and usually include links that you can click on to find out more information.
There are many different types of marketing campaigns, and while you should not try to do everything at once, you can easily integrate strategies from one type into another.
There is no one best strategy. You need to look at your brand and its goals and then decide on your marketing objectives. This will help you choose which campaigns to implement and where to direct your marketing efforts.
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