1. Dollar Shave Club
Dollar Shave Club is a prime example of how a witty and entertaining campaign can drive growth. Their viral “Our Blades Are F**king Great” ad became an instant sensation and helped them gain over 12,000 new customers in the first two days of the campaign.
The ad features the company’s founder, Michael Dubin, delivering a humorous and irreverent monologue about the frustrations of buying razors from traditional retailers, before introducing the company’s subscription-based razor delivery service. The ad emphasised the company’s commitment to providing high-quality, affordable razor blades and took a humorous and edgy approach to marketing that was unlike anything seen in the men’s grooming market before.
The campaign was successful because it resonated with the target audience, offered a compelling value proposition, and was executed in a humorous and memorable way.
2. HubSpot
HubSpot is a leading provider of inbound marketing and sales software. Their “Make My Persona” campaign targeted small business owners and entrepreneurs and offered a free tool that helped them create buyer personas.
The “Make My Persona” campaign is a free tool that allows businesses to create a buyer persona quickly and easily. The tool asks a series of questions about the target audience, including demographic information, job title, goals, challenges, and preferred communication channels. Based on the answers provided, the tool generates a detailed buyer persona, including a name, photo, background information, and a list of key attributes and behaviours.
The campaign was successful because it provided a valuable resource to their target audience, demonstrated the company’s expertise in their field, and was easy to use and share.
3. Nike
Nike’s “Breaking2” campaign was a groundbreaking marketing initiative that aimed to break the two-hour marathon barrier.
The centrepiece of the campaign was a race held at the Monza Formula One racetrack in Italy, where three elite runners, Eliud Kipchoge, Lelisa Desisa, and Zersenay Tadese, attempted to break the two-hour marathon barrier. The event was streamed live on Nike’s website and social media channels, generating significant buzz and media coverage.
In addition to the race, Nike produced a range of promotional content, including a documentary series that chronicled the runners’ training and preparation for the event. The company also launched a dedicated website, breaking2.nike.com, which provided information about the science and technology behind the campaign and featured interactive content and product information.
The campaign was a collaboration between Nike, elite runners, and scientists, and was designed to showcase the company’s technological innovations in footwear and apparel. The campaign generated a significant amount of media coverage and helped Nike cement its reputation as a leader in innovation and performance.
4. Coca-Cola
Coca-Cola’s “Share a Coke” campaign is a prime example of how personalisation can drive engagement and loyalty. The campaign featured Coke bottles with the most popular names in various regions, encouraging customers to share a Coke with their friends and family.
The campaign was designed to appeal to younger consumers who were more likely to share their experiences on social media. The bottles and cans were labelled with over 1,000 popular names and nicknames, as well as generic terms like “bestie,” “mate,” and “soulmate.” Consumers were encouraged to find and share bottles with their own names or
the names of friends and family on social media using the hashtag #ShareACoke.
The campaign generated significant buzz and social media engagement, with millions of consumers sharing photos and stories about their personalised Coca-Cola bottles. The company also launched a range of digital and experiential marketing initiatives, including a mobile app that allowed consumers to create their own virtual Coke bottle, and a travelling kiosk that personalised Coke bottles on-site at festivals and events.
The campaign was a massive success, generating over 500,000 photos shared on social media and a 2.5% increase in sales.
5. Airbnb
Airbnb’s “Live There” campaign was designed to encourage travellers to experience their destinations like a local, rather than a tourist. The campaign featured a series of short films that showcased unique and authentic experiences in various cities.
The centrepiece of the campaign was a series of short videos featuring Airbnb hosts in destinations around the world, sharing their favourite local experiences and hidden gems with viewers. The videos posted were designed to inspire travellers to explore destinations beyond the typical tourist attractions and to connect with local culture and people.
The campaign was successful because it tapped into the desires of their target audience, offered a compelling value proposition, and was executed in a visually stunning and emotionally compelling way.
6. Amazon
Amazon’s “Prime Day” is a yearly shopping event that offers discounts and exclusive deals to Amazon Prime members. The campaign generated significant buzz and drove record sales for the company.
During Prime Day, Amazon offers deep discounts on a wide range of products across its platform, with new deals being offered every few minutes. The deals are exclusive to Amazon Prime members, who are able to take advantage of the discounts for a limited time.
The campaign was successful because it offered a compelling value proposition to its target audience, created a sense of urgency, and was widely promoted across various channels.
7. Squarespace
Squarespace’s “Make It” campaign targeted entrepreneurs and small business owners and showcased the company’s easy-to-use website building tools. The campaign featured a series of videos that highlighted the success stories of various entrepreneurs who used Squarespace to build their businesses.
The centrepiece of the campaign was a series of short videos featuring entrepreneurs and creatives from a range of industries, including fashion, music, and food, sharing their experiences of using Squarespace to build their websites and grow their businesses. The videos were designed to inspire and motivate others to pursue their passions and turn their ideas into reality using Squarespace’s platform.
The campaign was successful because it showcased the company’s value proposition, provided social proof, and targeted a specific and motivated audience.
In conclusion, these seven outstanding performance marketing campaigns offer a wide range of tactics and strategies to inspire your next campaign. Whether it’s through humour, personalisation, social proof, or value proposition, these campaigns demonstrate the importance of understanding your target audience, offering a compelling value proposition, and executing your campaign in a visually stunning and emotionally compelling way. By studying these examples and applying their principles to your own campaigns, you can create a successful performance marketing campaign that drives measurable results and increases revenue for your business.
