Top Marketing Campaigns of 2021
2021 was an experimental year for many marketers. With the “return to normal” being delayed due to new variants, companies had to find other ways to strike the right chord with consumers. Utilizing an effective social media strategy played a vital role in strengthening their consumer connections.
From Tide to Tommy Hilfiger to Duolingo’s TikTok activity, here are the top marketing campaigns that stood out to the Slice team during this crazy year.
Tide focuses on sustainability with #TurnToCold
Many companies have made commitments to becoming more sustainable including Tide who has reduced emissions at its factories by 75% in the past decade. However, in their #TurnToCold campaign Tide is turning to consumers to do their part as well. With the help of the coldest icons, Ice-T and Stone Cold Steve Austin, they cold call folks to educate them on the many benefits of washing in cold. Agency Marketing Manager Kija Chronister enjoyed how Tide took an important topic of sustainability and was able to make it humorous yet educational to its consumers.
Tommy Hilfiger is passing the mic to you
Encouraging people to speak up, stand up, and light up the world, Tommy Hilfiger’s ‘Pass the Mic’ campaign wants to hear from you. This brand initiative stars a diverse group of young talent including Yara Shahidi, Anthony Ramos, Jack Harlow, Wizkid, Kim Soo-Hyun, and DJ Cassidy. Each sharing an inspiring message unique to themselves before passing the mic to you. PR Account Manager Aleah Conlin loved the messaging behind this campaign and found the talent selection very different for Tommy Hilfiger making her wonder if this is an indication of the brand trying to reach a younger audience.
Chipotle + e.l.f. = delicious collaboration
Social Media Account Manager Caroline Hromy was a big fan of Chipotle and e.l.f. cosmetics teaming up earlier this year. Together they created a chipotle-inspired makeup line including an eyeshadow palette, a lip gloss, and avocado makeup sponges. Plus, each palette purchase comes with free chips and guac. Due to the popularity of both brands among Gen Z, this collaboration performed so well not only with influencers but also unsolicited celebrity endorsements from folks like Stephen Colbert and Drew Barrymore.
Batman fans play mind games on The Riddler’s secret website
The new highly anticipated Batman movie has left easter eggs for fans to decipher for its promotional materials leading up to the premier. PR Account Supervisor Mark Ladley has been following this viral campaign through its different phases and is very impressed by this creative way to build hype around the new film. The clues led fans to www.rataalada.com where users try to solve the Riddler’s puzzles and many expect it to continue to change between now and the premiere date.
Airbnb focuses on meaningful travel for guests
It’s no secret the hospitality industry has taken a hit over the past two years. As we emerged from lockdown, people were looking to get out and travel again so Airbnb wanted to capitalize. Their ‘Made Possible By Hosts’ campaign focuses on memories of real families made during their stay and the unique experiences made possible by Airbnb Hosts. These ads are beautifully created and can definitely make you shed a tear or two as VP of Strategy, Dana Schmidt noted.
Entrepreneurs supporting entrepreneurs ????
Founded by two first-time entrepreneurs, Gopuff has flipped the script and is using its platform to support fellow entrepreneurs. In collaboration with NBA All-Star Chris Paul, they’ve created “Put Me On,” a small business accelerator program that supports historically underrepresented groups in growing their businesses. Social Media Account Manager Adrian Heredia continues to be impressed with Gopuff’s dedication to their mission to support others reach their goals.
Video credit: Gopuff
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