Adaily Inspiration Week #37: Redefining category
Adaily Inspiration Week #37: Redefining category
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
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For this week we chose belonging and representation campaigns. Below you can find our 5 picks, straight from adaily.co » HERE «
Our pick of top5 campaigns:
“Barbie The Movie Marketing Campaign” - Barbie The Movie: Barbie's campaign made the brand omnipresent through nostalgia, influencers, and immersive experiences, achieving $50 million in doll sales, 4.6 billion hashtag views, and setting a benchmark for integrated marketing.
“Viral CGI Mascara” - Maybelline: Maybelline disrupted traditional beauty advertising with a CGI film that achieved 150 million organic views and an 118% increase in Sky High Mascara sales, inspiring a trend in fakevertising.
“Place Edmont” - Oatly: Oatly introduced its brand in Paris with anamorphic street art, leading to a viral social media response and a 28% increase in sales, blending creativity with city regulations.
“Ozworld” - Adidas: Adidas engaged Gen Z through metaverse experiences, generating 642 million impressions, a 57% increase in Google searches, and a 303% ROI, establishing itself as a digital and cultural innovator.
“Hack Market” - Back Market: Back Market's campaign raised awareness of refurbished smartphones, preventing over 580 million kg of CO2 emissions and 1.27 million kg of electronic waste, proving the environmental impact of sustainable choices.
1. Barbie The Movie Marketing Campaign • Barbie The Movie
2023 • Movie • Cross-country • Global
Campaign Summary:
The Barbie the Movie campaign aimed to make Barbie omnipresent by leveraging nostalgia, influencers, and immersive experiences to unite diverse communities and showcase Barbie as a cultural touchstone.
The challenge was to re-capture the hearts of past fans, engage lifelong supporters, and attract newcomers. The campaign achieved $50 million in global doll sales, 4.6 billion hashtag views, a 15% social engagement increase, and over 3.3 billion PR impressions, setting a new benchmark for integrated marketing and driving a sales surge across major retailers.
Links
Video case study
Text case study
2. Viral CGI Mascara • Maybelline
2024 • Beauty • United Kingdom • Europe
Campaign Summary:
Maybelline's campaign disrupted traditional mascara advertising by creating a viral film centered on "fakevertising," breaking away from typical influencer-driven product demos to engage audiences with a creative spin on the concept of "fake" in beauty.
Targeting social media-savvy beauty consumers, the campaign achieved 150 million organic views, over 8 million engagements, and a +118% sales increase for Sky High Mascara, with a +298% rise in earned media value, establishing a new trend in the beauty industry.
Links
3. Place Edmont • Oatly
Oatly Department Of Mind Control, Malmo • 2024 • Dairy products • France • Europe
Campaign Summary:
Oatly's campaign creatively introduced the brand to Paris by using anamorphic perspectives on everyday objects painted with Oatly packaging designs, adhering to the city's strict mural regulations and creating a memorable experience for passersby.
The challenge was to effectively blend into the Parisian landscape while boosting brand awareness. The campaign went viral on social media, resulting in a 28% sales increase and successfully capturing the attention of the target audience with its unique and engaging advertising strategy.
Links
4. Ozworld • Adidas
DDB Auckland • 2024 • Smartphone • New Zealand • Oceania
Campaign Summary:
adidas Originals' campaign positioned the brand as a digital and cultural innovator by engaging Gen Z with the new Ozworld sneaker collection through immersive metaverse experiences, allowing users to create unique avatars and express their true selves.
The challenge was to enhance brand credibility in the metaverse, and the campaign achieved 642 million impressions, an 11-point increase in brand affinity, a 57% search increase on Google, and a 303% ROI, successfully driving sales and purchase intent among Gen Z consumers.
Links
5. Hack Market • Back Market
Marcel Paris • 2022 • Online platform • France • Europe
Campaign Summary:
Back Market's campaign aimed to raise awareness about the environmental impact of buying new smartphones and promote refurbished options as a sustainable alternative.
The challenge was to shift consumer behavior towards eco-friendly choices. The campaign successfully prevented 580 million kg of CO2 emissions, conserved nearly 1.9 billion kg of raw materials, saved 498 billion liters of water, and reduced 1.27 million kg of electronic waste, showcasing the significant environmental benefits of purchasing refurbished devices.
Links
Five’s not enough?
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