Adaily Inspiration Week #3: Humor campaigns.
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 2,500 database of winning campaigns.
For this week we chose “Humor” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » here «
Be sure to read till the end, because we want to hear your proposition for next week!
1. “The Sleep Games” - Mattress Firm
Mattress Firm did the Sleep Games campaign using humor and comedy to combat Junk Sleep and promote better rest.
Bustle Digital Group • 2022 • Beds & mattresses • United States • North America
Challenge
The challenge of the campaign was to introduce the concept of Junk Sleep to the target audience of millennial parents and young women and position Mattress Firm as a partner in achieving better rest and well-being. The campaign aimed to address the concerns and stressors that keep people up at night and emphasize the importance of quality sleep in improving productivity. The goal was to generate awareness, consideration, and brand affinity for Mattress Firm as a solution to the issue of Junk Sleep.
Target Group
The target group of this campaign was millennial parents and young women. Mattress Firm aimed to reach this audience and position itself as a partner in achieving better rest and well-being by addressing the issue of "Junk Sleep."
Idea
The main idea of the Mattress Firm campaign was to introduce the concept of "Junk Sleep" to its target audience of millennial parents and young women. They aimed to showcase Mattress Firm as a partner in achieving better rest and well-being by gamifying the sleep experience and using humor to address the stresses and worries that keep people up at night. The campaign, called "The Sleep Games," included custom content and high-impact media across the BDG portfolio to generate awareness and consideration for Mattress Firm as a solution to Junk Sleep.
Results
The Sleep Games campaign by Mattress Firm and BDG achieved impressive results. The custom content and high-impact media generated widespread awareness, with over 4.5 million combined video views across Scary Mommy and The Dad Facebook and Instagram pages. The campaign also had a positive impact on consumer sentiment towards Mattress Firm. There was an 18% lift in purchase intent, indicating that the campaign successfully motivated audiences to consider Mattress Firm for their sleep needs. Additionally, there was an 18% lift in recommendation intent, indicating that the campaign resonated with audiences and made them more likely to recommend Mattress Firm to others. Furthermore, the campaign drove a 12% lift in brand affinity, showing that it successfully strengthened the connection between Mattress Firm and its target audience. Overall, the Sleep Games campaign helped position Mattress Firm as a partner in achieving better sleep and well-being, and it achieved significant results in terms of awareness, consideration, and brand affinity.
Links
2. “Boycott Ads” - Heineken
SafeBars did a geolocalized ad campaign using bad reviews from anti-vaxxers to promote their establishments as safe places to socialize.
Publicis Italy • 2022 • Alcoholic drinks - beer • Argentina • LATAM
Challenge
The challenge of this campaign was to effectively address the negative reviews left by anti-vaxxers and turn them into a positive marketing opportunity. It required finding a creative solution to use these negative reviews to promote the bars as safe and welcoming places for socializing. Additionally, the campaign had to ensure that the messaging was respectful and did not discriminate against any specific group or belief system.
Target Group
The target group of this campaign would primarily be individuals who are looking for safe places to socialize and enjoy their time at bars. This could include individuals who are vaccinated and interested in avoiding places where anti-vaxxers gather, as well as those who support vaccination efforts and want to patronize establishments that prioritize public health.
Idea
The main idea of this campaign was to leverage the negative reviews left by anti-vaxxers on platforms like Tripadvisor or Yelp and turn them into geolocalized ads for bars. By highlighting the fact that certain bars were being boycotted by anti-vaxxers, the campaign aimed to position these bars as safe places to socialize, appealing to individuals who value vaccination and prioritize their health and safety.
Results
The campaign aimed to turn negative reviews from anti-vaxxers into geolocalized ads for safe bars. The results of this campaign were mixed. While it succeeded in highlighting bars that were perceived as safe by those who supported vaccination and public health measures, it also inadvertently reinforced the negative perception of these establishments among anti-vaxxers. The geolocalized ads targeting specific areas where anti-vaxxer sentiments were high did attract customers who were more inclined to prioritize their health and safety. These individuals, seeking a safe and vaccinated-friendly environment, appreciated the campaign's approach of using negative reviews as a positive indicator. However, on the other hand, the campaign did little to change the minds of anti-vaxxers. Instead, it reinforced their perception of these bars as being aligned with the vaccination agenda, leading to further boycotts and negative reviews. This division could have potential implications for the overall success of the bars involved in the campaign. In summary, while the campaign successfully attracted customers who valued vaccination and safety measures, it also exacerbated the divide between anti-vaxxers and establishments that supported vaccination efforts. Further analysis and adjustments would be necessary to gauge the overall effectiveness of this approach in the long term.
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3. “The Iconic Summer Mashup” - Bar-S Foods
Bar-S did a "Dependables" campaign using a 90's music parody and video, featuring Vanilla Ice, to raise awareness and reframe perceptions about their hot dogs.
Heart & Soul Marketing Phoenix • 2021 • Other food • United States • North America
Challenge
The challenge of the Bar-S campaign was to address declining sales and public perceptions about hot dogs and processed meats. Bar-S wanted to raise awareness and reframe perceptions about their brand, leveraging their hot dog reputation in key media markets during the summer season. They needed to shift the conversation away from taste and price and create positive associations with the brand. The goal was to increase sales and generate a buzz on social media platforms.
Target Group
The target group of the Bar-S campaign was the "Dependables," who were nostalgic for 90's music and pop culture. The campaign aimed to engage these consumers and reframe their perceptions about hot dogs, leveraging their existing affinity for the Bar-S brand.
Idea
The main idea of the campaign was to raise awareness and reframe public perceptions about Bar-S Hot Dogs, leveraging nostalgia and 90's pop culture to drive hot dog sales. The campaign utilized a hot dog-themed music parody and a 90's style parody music video featuring Vanilla Ice to entertain and engage the target audience. The objective was to move the brand away from discussions about taste and price and create a positive emotional connection with consumers. The campaign achieved success by generating a significant increase in sales and creating a moment of virality and positivity on social media platforms.
Results
The Bar-S "Dependables" campaign achieved significant results. In the 12 Bar-S Media Markets where the campaign was aired with a targeted media buy, it contributed to a remarkable 12.01% year-over-year (YoY) increase in dollar sales growth for the Bar-S brand compared to 2019. This growth in sales was a testament to the campaign's effectiveness in raising awareness and reshaping perceptions about Bar-S hot dogs. Furthermore, the campaign generated a viral moment and positive reception on Facebook. The full music video received over 500,000 organic video views on Facebook alone, with more than 90% of those views coming from individuals who were not following the Bar-S page. Impressively, over 40% of all views on Facebook were a result of shares, indicating a high level of engagement and positive word-of-mouth. Overall, the campaign successfully increased sales and broke through Facebook's algorithm to garner widespread organic views and positive sentiment for the Bar-S brand.
Links
4. “Perk Disclaimers” - Cadbury
Cadbury did a campaign using mock disclaimers to poke fun at cancel culture and highlight their Perk chocolate with the tagline "Eat Perk to lighten up."
Ogilvy India • 2022 • Chocolate • India • Asia
Challenge
The challenge of this campaign was to find a way to promote Cadbury's Perk chocolate while also highlighting the present-day phenomenon of cancel culture and the tendency for people to get offended over innocuous details. The goal was to create a humorous and engaging campaign that would stand out and resonate with the target audience. Additionally, the campaign needed to be implemented on a large scale, reaching millions of viewers on YouTube.
Target Group
The target group of this campaign was the general audience of YouTube, which includes a wide range of age groups and interests. The campaign aimed to engage with viewers who are familiar with popular videos on the platform and who may be aware of the trend of disclaimers being used by content creators.
Idea
The main idea of this campaign was to mock cancel culture and highlight how people have become easily offended by innocuous details. Cadbury's Perk leveraged this trend by prefixing mock disclaimers to popular YouTube videos, flagging off harmless moments as potentially offensive. The goal was to communicate the brand's tagline, "Eat Perk to lighten up," and generate buzz around the product. This campaign successfully hijacked over 25 million videos, garnered millions of views and impressions, earned significant media coverage, and resulted in a 20% increase in sales.
Results
The campaign resulted in 84 million views and 635 million impressions. It generated earned media worth $500,000. Additionally, there was a 20% increase in sales for Cadbury's Perk.
Links
5. “Bring Back Hi-C” - McDonald’s
McDonald's did a Social Renaissance campaign using extremely online comedy writers and content creators.
Wieden+Kennedy New York • 2021 • QSR • Cross-country • Global
Challenge
The challenge of this campaign was to elevate McDonald's social media presence and transform it into a modern cultural icon. Despite being a venerable brand, McDonald's was lagging behind smaller competitors in terms of social media metrics such as followers and engagement rates. The goal was to create more relevant and entertaining content that would resonate with audiences and remind them of McDonald's beloved status in American life. The campaign aimed to tap into the power of the community by celebrating inside jokes that millions of Americans understand. The challenge was to staff Bodega, the creative team behind the campaign, with individuals who are extremely knowledgeable about online culture, including comedy writers, improv actors, illustrators, video creators, and music producers. The team worked together to create content that merged trending topics with the inside truths about McDonald's, resulting in entertainment that people wanted to share in their group chats. The campaign succeeded in helping McDonald's win accolades such as 'Best Brand Presence' at Twitter's 'Best of' awards, and the brand's social media following experienced significant growth.
Target Group
The target group of the campaign was McDonald's fans and social media users, particularly in the United States. The aim was to engage and entertain this audience by creating content that resonated with their experiences and inside jokes about McDonald's.
Idea
The main idea of the campaign was to transform McDonald's social media presence from a traditional brand to a modern cultural icon by creating relevant and entertaining content that resonated with the audience. The focus was on celebrating inside jokes and tapping into trending topics to engage with fans and showcase McDonald's as a beloved part of American life. The campaign aimed to establish McDonald's as the leading brand in the quick-service restaurant industry on social media.
Results
The campaign resulted in significant improvements for McDonald's social media presence. Within one year, McDonald's won the 'Best Brand Presence' award at Twitter's 2021 'Best of' awards. Additionally, their Twitter following grew by nearly 19% from 3.6 million to 4.3 million, while their Instagram following increased by over 11% from 3.7 million to 4.1 million. The launch of McDonald's TikTok account was also successful, accumulating 1.9 million followers and achieving approximately 1 million views per month. McDonald's became the fastest growing QSR brand on TikTok and established itself as the leader in per-post engagement on Twitter and Instagram within the QSR industry.
Links
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