Comms campaigns we’ve fallen in love with so far in 2020
It’s Valentine’s Day, the perfect day to review the latest marketing campaigns that have warmed our hearts since the New Year! Here’s a few highlights from our Account Manager Anna.
This Girl Can
5 years on from its official launch, the latest instalment of the campaign This Girl Can, by Sport England, tackles issues and taboo subjects that put women off being active. The television advert features women of all ages, with differing sporting abilities, and is relatable and realistic. This is significant when research from Sport England states that over 60% of women are negatively impacted by images of slim, toned bodies on social media.
Since launching This Girl Can in 2015, Sport England has reportedly encouraged 4 million women to get active, a fantastic result! It will be interesting to see what impact this latest advert has on women’s sports, but I’m sure it will be a positive one. Personally I think it’s a great conversation-starter and refreshing to see brands use unedited women in what has become a heavily filtered world.
Back in 2012, Starbucks launched its personalised campaign to call its customers by their first name. I actually thought it was a very clever move. But as the campaign gathered momentum, the cynic in me (and thousands of others online) made me think they are misspelling names on purpose as a PR stunt.
With two letters repeated, I would have thought Anna was possibly one of the simplest names. But here’s a takeout cup I’ve been served at Starbucks…
The latest chapter in Starbucks’ campaign is #whatsyourname and shows a young transgender person being called the right name. The company comments: “Starbucks welcomes you, whoever you are and whomever you want to be”. Launched across TV, digital, OOH and in stores, the emotive and topical campaign is also supporting the transgender children’s charity Mermaids. Response to the ad and social sentiment has been very positive so far.
There are a number of brands well-known for their quick-witted responses on social media. Most recently Sainsbury’s took full advantage of an opportunity to poke fun at Queen Bey’s new Adidas sportswear collection. ‘Repping since 1869’ and a cheeky wink was a little bit of creative genius from their social team.
Of course, supporters of Beyoncé were quick to jump to her defence. However, according to Campaign, the post had ‘227 million Twitter impressions, 50,000 brand mentions, global news coverage and millions of pounds in Twitter media value’. Well played, Sainsbury’s.