We have searched high and low, read numerous articles, and looked deeply into trending hashtags. With all of the information we gathered we have finally decided on 5 of our favorite digital marketing campaigns from 2014.
Some campaigns went viral, others involved interactive mobile applications, and some were just plain genius.
Let’s take a look at the unforgettable campaigns designed around top 2014 trends, which we expect will continue into 2015.
Home depot – Compelling 6 second Commercials via Vine
Home Depot is providing a series of craft and DIY project ideas on Vine to enhance their content marketing strategy. Home Depot knows their consumer's have a “do-it-yourself” mentality and with 57% of all vine users being female this platform has provided them the opportunity to successfully communicate with this audience as well as drive traffic to their youtube channel and blog.
Throughout the year Home Depot created various hashtags including, #SpringMadeSimple, on their Vine channel to showcase a variety of projects for home and gardening ideas. Home Depot’s short and sweet DIY projects have proved to be a great addition to their content marketing mix by displaying their products across social media in innovative ways.
With today’s consumers having a short attention span, vine's six-second videos are just the right timeframe needed to capture an audience. This mobile app encourages creativity and is establishing its place in the field of content marketing services. With enterprise level companies actively using Twitter’s Vine app we can expect that Twitter will continue to keep adding new features to this platform.
Taco Bell – Social Media "Blackout" To Promote new Mobile App
Instead of Taco Bell going on a social media promotion frenzy to launch their new mobile app, the innovative social media team has done the exact opposite. Taco Bell’s Twitter, Facebook and Instagram, have gone “black” to prompt fans to download the app directly.
"We needed to do something right out of the gate that people would notice, and what better way to notice and drive people to the new way to Taco Bell than the blackout?" said Chris Brandt, Taco Bell's CMO.
On October 28th Taco Bell became the first Quick Service Restaurant (QSR) to launch its mobile ordering and payment app and the next day their social media sites went stagnant to encourage social media fans to engage with the brand on their app. Followers and fans on Taco Bell’s various social media platforms were greeted with the message that Taco Bell is “#onlyintheapp,” and are given a link to the download.
The free Taco Bell mobile ordering app for iOS and Android gives consumers’ complete access to every Taco Bell ingredient to create what they want and when they want it; all in the palm of their hand. With the help of the social media campaign 90 percent of the chain's 6,000 U.S. stores began accepting mobile orders with the mobile payment application and 75% of Taco Bell store locations processed a mobile order within 24 hours.
Taco Bell’s decision to “blackout” their social media accounts to increase their app’s popularity played into their own brand theme to be bold and daring. Taco Bell’s new mobile app broke into the Top 25 chart after the social media “blackout” stunt. Plus, no social media accounts were harmed with this campaign. Since the blackout stunt Taco Bell has resumed their active presence on social media.
Target– Hyper-Location Holiday Notifications
This holiday season Target overhauled its iPhone app, desktop, and mobile apps to keep up with their competition, enhance its digital offerings, and most importantly improve the guest experience for Black Friday shoppers. Their new application design to deliver door-buster deals at every Target Location was built in partnership with Point Inside. Point Inside helped Target maximize return on their single largest asset: their brick and mortar locations.
App features include:
Interactive maps overlay item locations as a pin on the store map, making it easier for guests to find products as they shop
Shopping lists provide a product’s aisle location when a guest is in store and link directly to the new, interactive maps
Type-ahead, auto-complete functionality allows guests to quickly add items to their shopping lists
Interactive Black Friday maps will provide store layouts and doorbuster locations for Target’s Black Friday sale
Having local specific advertisements is important to attract customers to enter your store, but once they are inside few brands are utilizing the technology available to advertise to customers based on their shopping lists and in store location. Target lead the way this holiday season to leverage the needs of last minute mobile shoppers by making it easy for them to find ratings, reviews, and other product information they needed while they were shopping.
American Eagle – Uses iBeacon and ShopKick to engage customers in stores
On January 16, 2014 American Eagle Outfitters and Shopkick, announced plans to launch shopBeaconTM in 100 top-performing American Eagle Outfitters and Aerie stores across the country. In October of this year Shopkick’s iBeacon went live and revealed some impressive statistics. One of which was the percentage of Shopkick users visiting the fitting room were more than double for those who received “shopBeacon” related messages versus those that didn’t.
With shop beacon sensors are able to detect — within inches — how close your phone is. This type of in-store navigation American Eagle is using provides shoppers location-specific rewards, deals, discounts and product recommendation every time they enter the store.
With shopBeacon shoppers will be welcomed to the store locations without even having to remember to open the app. The application can also tie at-home browsing behavior to in-store benefits; if the customer “likes” a specific product online, if they so choose, shopBeacon can remind them where in the American Eagle Outfitters store that product is sold.
GoPro - Leading the way for Video Marketing
This March YouTube Brand Channel Leaderboard ranked GoPro as their #1 most popular brand. Brands were rated on multiple factors related to audience passion and popularity. Thanks to GoPro’s amazing community of engaged and active fans it drove them straight to the top of YouTube’s list. GoPro continues to involve their fans content curation with their own marketing initiatives, including videos on their website and featured in their television commercials. Customers continually share their GoPro footage ranging from extreme activities to capturing and enhancing daily mundane events with their cameras, making GoPro a “must have” item for people with various interests.
“It’s our customer’s fascinating content that makes the GoPro Channel on YouTube so engaging. There’s no script for the fantastic stories our customers are capturing and sharing everyday.” - Nicholas Woodman, founder and CEO of GoPro
The use of videos for marketing purposes has been steadily growing and in 2015 the play button will become the most compelling call to action on the web. With GoPro’s successful video content strategy they will continue to lead the pack in video marketing in 2015.
Moving forward to 2015...
The two trends we identified within these 5 digital marketing campaigns that we expect will continue into 2015 are; the use of video for content marketing and the innovation of mobile applications for multi-location brands.
In 2014 the impact of local marketing for national brands was observed. In 2015 hyper-location marketing (in store marketing) as well as mobile app payment will become the new marketing strategy. More enterprise level brands will use location based technologies for their mobile applications to complement the in-store experience.
Download our whitepaper "The Enterprise Mobile-Social Guide" for more tips!