2021 in Marketing Campaigns

As we begin 2022, with the ever-advancing opportunities and technology we will be afforded, it is still important to look back. 2021 was a year full of uncertainty and unpredictability, meaning brands had to be on their proverbial toes in order to both be reactive and proactive in how they presented themselves to the ever-vigilant public. Here’s my top 5 marketing campaigns for 2021!

#5 Spotify – Everywhere

Music is often seen as a reflector of mood. To tap into this and show that there really is a playlist for everyone, Spotify rolled out billboards utilising the popular ‘Me, Also Me’ format of meme to get a relatable message out to the masses. From the aspiring early riser who is clearly more of a night owl to the casual crime solver, these billboards (and accompanying 30 second ads) effectively showcased the wide range of music’s and podcasts available. Well worthy of our number 5 spot.

Image via Ads of the World

Image via Ads of the World

#4 -Weetabix – Beanz on’ Bix

In 4th place we have Marketing Week’s worthy winner of ‘Best Campaign of 2021’. Coming in early 2021 and cementing its place as one of the standout pieces of marketing in the year, this simple campaign, which only cost £5,000 to run, was retweeted 37,000, quoted 69,000 times and liked 131,000 times. Some of the respondents included brands including Innocent Drinks, Lidl & Metro. It even found its way into parliament. A true showcase of small spending, brave ideas, and effective results.

Image via Twitter

#3 - ALDI – Free Cuthbert

Probably one of the finest examples of reactionary marketing this year came from an unexpected situation. In April of this year, M&S launched legal action against Aldi over its Cuthbert the Caterpillar cake. Aldi decided to take to Twitter and, 1 series of tweets later, had united the nation and sparked debate on a topic which could have just been another ignored news article. Given that it didn’t spend anything, Aldi themselves estimate the organic reach equated to £5m of media spend. Now that’s impressive. With M&S launching another legal battle last month with Aldi over its Light Up gin, who knows what 2022 hold for Aldi….

Image via Twitter

#2 -Reddit – Super Bowl

Just missing out on the number 1 spot is social media platform Reddit. With the average Super Bowl advertisement now reached on average $5.6 million for 30 seconds of airtime, Reddit knew they had to get creative. So, they bought 5 seconds of airtime. Crazy right? Not so fast. With only a short amount of time to utilise, Reddit created a campaign which drew watchers to their social media, thus allowing them longer exposure time with the watcher. Referencing the early year events on Reddit, in which GameStop share prices were pushed up over 1000%, Reddit showcased how social media communities moved the market. An unconventional but unique campaign.

Image via Twitter

#1 - Tesco – Pop to your local if you can

Taking the number 1 spot is a campaign that ironically, doesn’t even advertise the brand that ran it. Odd right? Well, it’s exactly that reason that see’s Tesco top this list.

While supermarkets were able to stay open throughout the COVID-19 pandemic, the hospitality industry was shuttered for a significant period of time, leading to losses and closures throughout the country. When restrictions started to ease in April, Tesco decided to utilise its long-standing helpful brand image and slogan of ‘Every Little Helps’ to bolster the recently suffering industry. Ran across a variety of platforms, this campaign helped showcase Tesco as a benevolent brand which willingly gave up the opportunity to promote its own brand in order to encourage consumers to support the pub industry instead

A worthy winner.

Image via Twitter

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