Strategy and Execution

UNIQLO launched a creative campaign called "Uncover", which featured digital billboards in 100 locations across Australia, as well as online. They displayed rapidly changing images that revealed a unique product code invisible to the naked eye.

These billboards, placed in high-traffic areas, showcased visuals at 20-30 frames per second, prompting consumers to capture the code by photographing the display.

Participants uploaded the five-digit code on the campaign site to claim a sample from the HEATTECH clothing range. The site guided them through the benefits of each product and led them to a winning page where they could receive a sample T-shirt or discount voucher.

The experience was designed to be easily shareable on social media, encouraging users to involve their friends through related YouTube and Facebook videos.
 

Strategy and Execution

In February 2021, Airbnb launched the "Made Possible by Hosts" campaign to strengthen its community of hosts and highlight the positive impact they create by welcoming travelers into their homes.

This initiative marked Airbnb's first investment in TV advertising in five years, underscoring the brand's commitment to host appreciation.

The campaign employed a mix of promotional channels, including primetime television, to reach a diverse audience. By emphasizing the invaluable contributions of hosts, Airbnb not only expressed gratitude but also reinforced its dedication to building a vibrant community.
 

Strategy and Execution

The “What Will You Design Today?” campaign aimed to showcase Canva's versatility and intuitive interface, inspiring users to unleash their creativity.

Leveraging user-generated content, the campaign highlighted Canva's broad design capabilities - from social media graphics and presentations to marketing materials - underscoring its appeal for both personal and professional use.

With a blend of social media, email marketing, and video content, Canva reached a diverse audience, motivating users to explore what they could design.

This strategy emphasized Canva's mission of making design accessible and fostered a community of creators inspired by each other’s work.
 

Strategy and Execution

Dove aimed to foster inclusivity and redefine beauty standards through impactful campaigns like #PassTheCrown, #DetoxYourFeed, and #TurnYourBack.

The brand harnessed the voices of micro-influencers to spark authentic discussions around self-esteem and representation, showing that relatable, smaller influencers can drive meaningful engagement.

For example, Baby Dove’s #OneRealPressure encouraged new mothers to share genuine postpartum stories, while #TurnYourBack, featuring Gabrielle Union, challenged toxic beauty ideals, building a supportive community aligned with Dove’s mission.
 

Strategy and Execution

Tuft & Needle’s email marketing centers on personalization, using customer data to create content that directly aligns with individual interests and needs.

Their approach to cart abandonment emails - a key eCommerce KPI - is lighthearted and engaging, featuring fun illustrations and friendly copy that gently prompts users back to their site without being pushy.

Transparent messaging combined with subtle calls to action creates a welcoming feel, encouraging customers to re-engage naturally.
 

Strategy and Execution

Dollar Shave Club’s viral debut, “Our Blades Are F****ing Great,” brilliantly used humor and simplicity to cut through the noise of traditional razor advertising.

Released in 2012, the video starred founder Michael Dubin, whose deadpan delivery highlighted the absurdity of overpriced, feature-heavy razors.

With straightforward humor, the ad redefined the category’s messaging, positioning Dollar Shave Club as an affordable alternative without the excess.
 

Strategy and Execution

Nike’s 2018 “Dream Crazy” campaign, led by Colin Kaepernick, redefined brand advertising by focusing on social justice and resilience over product promotion.

The campaign urged viewers to pursue their dreams despite challenges, portraying Nike as a supporter of trailblazers and advocates for social change.

Featuring iconic athletes like Serena Williams and LeBron James, “Dream Crazy” highlighted individuals who overcame barriers, with Kaepernick’s message underscoring the idea to “believe in something, even if it means sacrificing everything,” which drew widespread attention and polarized public response.
 

Strategy and Execution

Launched in 2014, Aerie’s “Aerie Real” campaign challenged fashion industry norms by eliminating retouching in its ads, choosing instead to celebrate natural beauty and diverse body types.

Featuring models of various shapes, sizes, and ethnicities, Aerie built a body-positive brand image that emphasizes self-confidence and inclusivity.

This approach resonated with young women, positioning Aerie as a brand that values authenticity and empowers its audience, while setting a new benchmark for transparency in fashion marketing.
 

Strategy and Execution

Apple’s 2015 “Shot on iPhone” campaign highlighted the iPhone’s photography capabilities by featuring real photos and videos taken by users.

This user-generated content strategy invited customers to share their work with the hashtag #ShotoniPhone, creating a wave of engaging content. Apple combined social media with traditional ads, displaying striking visuals across billboards, print ads, and TV spots.

By featuring authentic perspectives from diverse users, Apple reinforced the iPhone’s role as a tool for creativity and self-expression.
 

Strategy and Execution

Baby Planet hired Glass Digital to manage their affiliate marketing strategy, which centered around offering attractive discounts through carefully selected partners, including healthcare, discount, and charity affiliates.

Community sites like hotukdeals played a significant role, as Baby Planet strategically undercut competitors, generating significant upvotes from users eager for the best deals.

This approach effectively drove conversions despite the high standards set by the community. Glass Digital also partnered with health-focused affiliates like Blue Light Card, which serves healthcare and emergency workers, allowing Baby Planet to support a cause they value while maintaining healthy margins.
 

Strategy and Execution

Dunkin’ Donuts takes a localized approach to marketing, adapting its menu to suit regional tastes and cultural preferences across different countries.

Understanding that consumer preferences vary widely, Dunkin’ customizes offerings by region - introducing matcha-flavored donuts and sakura beverages in Japan, for example, and spicy items like the Masala Dosa wrap in India.

This approach fosters customer loyalty and demonstrates Dunkin’s respect for local cultures. Through targeted advertising and partnerships with local influencers, Dunkin’ effectively engages consumers, positioning itself as a brand attuned to each market.
 

Strategy and Execution

Roomify addressed the need for affordable, stylish furnishings among college students and young adults by establishing a strong Amazon presence.

Competing with larger brands aimed at Millennials and Gen Z, Roomify ramped up its ad spend during peak seasons to boost visibility.

They adopted a two-pronged advertising approach, utilizing sponsored product ads to secure top search positions and enhancing product listings with engaging descriptions, high-quality images, and carefully selected keywords.

This strategic targeting made it easier for potential customers to discover Roomify’s offerings. Additionally, Roomify launched a tailored email drip campaign to encourage positive feedback and reviews, fully compliant with Amazon's communication policies.
 

Strategy and Execution

Using a multi-channel mobile marketing strategy, RxBAR incorporated mobile and desktop overlays, audio ads, video takeovers, sponsored sessions, and homepage takeovers within Spotify’s app.

By tapping into Spotify’s audience insights, RxBAR delivered highly targeted ads that aligned with user interests and integrated the brand seamlessly into daily routines.

This data-driven, in-app marketing approach broadened RxBAR's reach and visibility in an engaging, relevant context.
 

Strategy and Execution

NIVEA's campaign targeted its core demographic by leveraging eSports culture.

It began with an engaging marketing video that resonated with gamers, followed by virtual tournaments that encouraged audience participation.

The campaign culminated in a live event showcasing top teams, including professional gamers and popular Twitch streamers.

Recognizing that traditional notions of masculinity may not appeal to the target group, the campaign cleverly blended soccer with eSports, engaging the 70% of Swiss men aged 18 to 35 who identify as gamers.

This innovative approach elevated brand awareness and positioned NIVEA Men DEEP as a leading choice in men's grooming.
 

Strategy and Execution

GumGum set a high standard for personalized Account-Based Marketing (ABM) in its pursuit of T-Mobile as a client.

By leveraging T-Mobile CEO John Legere's vibrant online presence, GumGum gained valuable insights into his personality and interests, notably his passion for Batman, which inspired their creative strategy.

To craft a memorable pitch, GumGum commissioned a professionally illustrated comic book featuring John Legere as the Batman-inspired superhero "T-Man."

In this narrative, T-Man battles poor cell service in his city, assisted by his sidekick "Gums," symbolizing GumGum's cutting-edge image-recognition marketing technology.

This playful yet impactful approach not only resonated with Legere's interests but also showcased GumGum's creativity and ability to forge personal connections with potential clients.
 

Strategy and Execution

LOCALiQ partnered with Gayhurst School to enhance their advertising strategy by integrating online marketing with existing print efforts.

Aiming to boost brand awareness and lead generation while showcasing its rich tradition and modern educational approach, LOCALiQ developed a comprehensive digital marketing strategy.

This included Search Engine Marketing (SEM) and targeted Facebook Lead and Retargeting campaigns, all customized to address the school’s regional focus.

A significant emphasis was placed on the Client Centre, allowing Gayhurst’s management team to nurture and monitor incoming leads through a tailored lead ad form.