Critical Review of Marketing Campaigns
Critical Review of Marketing Campaigns
Coca-Cola ad #MakeItHappy was based a theme of making the internet a happier place. The marketers had developed a platform that turned hateful and negative tweets into cute ASCII code photos. The ad opens with a group of students being mocked in a video by classmates, followed by negative comments and terse words being shared behind the scene. The scene then opens to a server room where a cold bottle of coke spilled into the servers and sending sparks into the servers that then spread into happiness in the cyberspaces around the city. This is done amidst a musical theme of the song Show me Love by Hundred Water. The overall theme is that internet is as good as the users and thus can be used to spread either hate or love/happiness. The advert encouraged people to share happiness through the social media. This was done by replying a negative message with harsh tag #MakeItHappy and the tweet is transformed into a happy ASCII art.
Initially, the advert was well received by the audiences and they complied by tagging negative messages that were then transformed into art. The customers were amused by the ad and they were eager to share the new message with others. However, after a moment, it took a spiral negative effect as people started posting more negative messages just to see how they would be converted. In the end, the company was forced to pull it off as it was not passing the intended message.
The advert targeted the youths in the social media and had designed a template that will appeal to their interests and make them want to participate. The campaign clearly helped in putting the brand in the minds of many and as well attracted new interests from other potential customers. In spite of the fact that the intended message was scrambled along the way, the intentions and the impacts on the brand were real and it propagated the brand in the limelight for the period when it ran. The use of twitter was ideal as majority of the targeted audience are on twitter and it allowed the intended actions.
Hefty ultimate cups #blessed (Juxtaposes roles of a mother)
The ad opens in calm serene settings and happy, respectable, wholesome mothers in their daily routines. As they carry on with their daily tasks, they open the cup and suddenly memories are rekindled and they recall parties and activities that are considered cool in the modern contexts. The video targeted modern social media platforms such as Tinder and Snapchat. It was an eye catching ad that one would not forget in the near future. As per the marketing directors’ utterances, they sought to capture the other side of mothers. They are often characterized with the stereotype maternal roles ignoring the fact that there are many dimensions in a woman life.
The advert was a success as it captured the attention of the targeted market, which is the mothers in a unique and non-conventional way. He video was interesting attracting 185,000 views on Facebook and 97,000 on YouTube in the first 24 hours after it was launched. The advert had a twitter harsh tag #partyhardmoms that was as well popular. The discussion that followed on the importance of women social life and the message that it is okay for mothers to party with the ideal party cup from Hefty was eye catching.
The advert was a success in terms of the number of people that it reached and the effect it had on the brand. It was able to reach the target audiences and at the same time capture the energy of the young adults in the social media to help in spreading the words. This advert drew attention to the enthusiasm in the innovative ad makes even new people to want to try the product. Thus, the advert was an ice breaker and propelled the company ahead of its main competitor Solo brand. This was a successful ad by all measures and that was able to reach the target audience and fulfill its intended purpose.
References
InvespTV. (2016, February 1). 10 of The Best Social Media Campaigns of 2015. Retrieved from https://www.youtube.com/watch?v=Xxr7whDfCdg
