Many brands in finance, gaming, F&B, and retail were at the top of their game this past year when it comes to digital marketing efforts. So what were the mechanics that drove these successful campaigns?
Here’s how big names capitalized on key moments of the 2019 and created their own spark through very well-thought-out digital marketing campaigns.
The Nintendo Switch Lite in Europe
The Nintendo Switch is a much-loved console that sells in millions, so when they announced last July a ‘Lite’ version of the console, the fans showed love and support on social media and in sales.
Introducing #NintendoSwitchLite – a compact, lightweight console that's dedicated to handheld play!
This new addition to the #NintendoSwitch family arrives 20/09 in 3 different colours.
— Nintendo of Europe (@NintendoEurope) July 10, 2019
Why is it timeless?
While remaining loyal to its brand image, it spoke to the fan base of the older generation as well as the younger crowd, by launching an extension of the product line via social media and in a variation of colors that speak to their lifestyles and personalities.
Audience-Oriented Digital Marketing Campaigns
For anyone who’s not familiar with the Twix Meltdown campaign, it was about promoting a device that lets the brand lovers combine their coffee and Twix bar in the most conducive way possible. They relied on the traditional rule of good marketing: knowing your audience and used social media, particularly Instagram, to target their loyal fans. The strategy was also to make the device exclusive in a limited edition, and lovers of the brand were only able to get the product by following the account on Instagram and staying up to date on the official rules of the contest.
Why is it different?
The brand added an emotional aspect to their digital marketing strategy by creating a bond and pairing the flavor of the chocolate with the morning coffee routine, creating an inseparable image of both the candy bar and the coffee.
Clever Marketing with Domino’s
Combining clever marketing with product development the pizza delivery giant launched a new loyalty program called “Points for Pies” in the U.S.
Why is it clever?
Domino’s not only chosen a smart strategy but also a smart timing, coinciding with the Super Bowl. It was valid for 12 weeks and the mobile app gave customers a chance to earn points for every pizza they scanned, regardless of where it came from.
Honorable Mention: Ricoré Coffee
This digital marketing campaign could not be left unnoticed. Back in 2016, the French brand found a creative way to engage with its customers using Facebook Messenger. The idea was simple: tell the Facebook bot when the user wants to wake up in the morning. Then, Ricoré will send a cute video or funny GIF to wake up to.
Why was it trendy?
Because it understood the behavior of the target audience and allowed them to engage with the part as part of their day, particularly right before their morning coffee to ensure, in an endearing way, that the users retain the brand and keep it on top of their mind.
Key Takeaways for Professionals Wanting to Create Successful Digital Marketing Campaigns
- It’s never too early to start: becoming a professional digital marketing manager doesn’t happen overnight. By starting ahead with internships and training, business school students gain have a leg up in their career ladder.
- Having a professional perspective: as shown in the campaigns above, this core takeaway has been proven to work every single time. Going beyond the local and safe audience and thinking globally give a more human and long-lasting stamp to any brand and business.
- Exploring Different Roles: especially in the digital sector, to be able to lead and work in groups as well as excel solo. Moreover, the departments of the digital sector cross paths now more than ever, which means having the necessary theoretical and practical knowledge and the ambition of staying up to date on its ever-changing nature is what makes any campaign a winner.
In fact, Russell Stopford, the Chief Digital Officer of Paris Saint Germain paused and further elaborated on the second and third key points during his visit to EMLV business school for the MasterClass DMDA: a course that grants students a double diploma in two years from EMLV and IIM, and allows them to become experienced professionals in digital marketing and data.
Being a digital entrepreneur prior to his 8 years of experience in football and global sports media, Stopford worked on a broader range in the sector and juggled between digital content, digital product, CRM, Data, emerging platforms, and AI and was able to grab the opportunity to introduce the digital world to football.
Know more about the Digital Marketing and Data Analytics double diploma programme at EMLV.