A TV show returns and it’s me pumped. “”The Umbrella Academy“is a science fiction show that is based on the comic of the same name and is simply fantastic.
Superheroes, comedy, a talking animal and saving the world from imploding – what more do you want?
When I first found out about the season, I flipped through Twitter and came across the video announcement. I was stoked. A little later I decided to check Facebook and saw promo stills for the new season – which only increased my excitement.
A few weeks later I saw the official trailer for the first time on Instagram and again on YouTube. Up to this point, I came across advertising content from three different channels for the new season.
This rollout has become one of my favorite integrated marketing campaigns in 2020. The Netflix team does everything it can to get users excited about the premiere.
It works for me – I can’t wait. In this post, we’ll look at other integrated marketing examples that were extremely effective for you.
HubSpot’s preferred integrated marketing campaigns
Integrated marketing is any marketing campaign that uses multiple channels when running. For example, you might see a popular new donut flavor in a commercial and then drive past the donut shop to see posters of the donut. And when you flip through Instagram at your destination, a GIF may appear in your feed showing the donut.
This type of marketing is ideal for increasing leads and brand awareness. Using multiple sources to deliver the same campaign diversifies the audience that interacts with their content. Let’s take a look at some recently integrated marketing campaigns that offer great experiences to customers and leads alike.
1st Hulus HAHA Awards
channels: Twitter, LinkedIn, YouTube, website
One of my favorite integrated marketing campaigns is the start of the Hulu HAHA Awards. HAHA is a clever acronym for “Hilarious Animated Hulu Awards” that I love.
At first I saw the commercial during a regular commercial break, while – of course – I saw Hulu:
Since there is no award ceremony for animated content, the Hulu team decided to change this – and involve the fans. Fans can vote for the awards on Twitter and Hulus website.
I guess anyone with a Twitter account can vote, regardless of whether they’re a Hulu customer. Some of the categories are popular television shows like Archer and Bob Burgers so that the masses can vote. In addition, people without a Twitter or Hulu account can vote by simply visiting the website.
The tactics of using YouTube to launch the campaign and alternative voting methods make this campaign an opportunity for Hulu to delight customers and earn more quality leads through social media.
2. Victoria Monet’s “audience”
Channels: Instagram, Facebook, billboards
For the new single “Experience” R&B singer Victoria Monet and Khalid worked with Spotify on a release campaign. The campaign included online and personal marketing tactics and is the favorite campaign of employee writer Jay Fuchs.
In Canada, a billboard was set up in Toronto to promote Spotify. In response, Monet posted an image on Instagram to share with her fans and promote the single:
The use of online and personal marketing methods makes this integrated campaign a campaign that can be seen from anywhere. From the billboard in Canada to international Facebook and Instagram fans, the release of “Experience” was expected worldwide. In fact, the single became Monets in a month most popular song on the streaming service.
3. Gillette, “The best men can be”
Channels: Website, YouTube
“In 2019, Gillette launched her” The Best Men Can Be “campaign. The campaign included one inspiring video, a Landing page It celebrates male lawyers and community leaders, as well as the hashtag #thebestmencanbe, to promote user participation across social channels, “said Caroline Forsey, HubSpot marketing blog editor.
“The campaign, launched in response to the #metoo movement, urged the men to stick to a higher standard,” said Forsey. In the corresponding ad for the movement, viewers are shown hypothetical real-life examples of men entering as themselves and making positive changes in their community. To raise awareness of the movement, real-life reports from men who follow the hashtag created by Gillette are highlighted on the landing page.
“During the campaign got some game I think it was worth the price from both stakeholders and consumers because it redefined the shaving brand as a relevant, value-driven brand. For me personally, I shared the ad with all my male friends and family members and it sparked a discussion – what marketing is all about, “commented Forsey.
Gillette’s tactic of engaging her customers has proven successful in the long term. Discussions of how Forsey had led men in her life took place nationwide; In fact, my university class had one about the campaign. This integrated campaign, supported by real accounts, has proven to be not only successful but also valuable.
4. REI, #RecreateResponsibly
Channels: Website, Instagram
Outdoor activities are the focus of REI products. REI sells camping utensils such as tents, clothing and insulated containers. In 2020, REI collaborated with several groups in Washington State that aim to protect wildlife and nature. This makes REI the most popular campaign for service blog manager Clint Fontanella.
Outdoor Alliance, The Association of the Outdoor Industryand national parks came together for the #RecreateResponsibly campaign. The aim was to inform the public about how to play it safe when walking outdoors. The main content player is graphics that are similar to the following:
This graphic was shared on social media to raise awareness of tips on how to responsibly venture outdoors to avoid health concerns. #Create responsiblyThe hashtag encourages followers to share the tips in real situations shared by Instagram from REI.
With the hashtag and partnerships, the campaign is also supported by related blog posts on the REI website. Contributions like this one offer ways to stay safe while traveling.
The hashtag was used by The National Park Service, Colorado parks and wildlife, and Los Angeles National Forestand draws the attention of a large audience. REI’s partnerships and content share an educational message and an interactive component – which makes this campaign diverse and engaging.
5. Melt Cosmetics, “She’s at parties”
Channels: Website, Instagram, Facebook
“She’s in Parties” is the name of an eyeshadow palette from Melt Cosmetics. Rebecca Riserbato says: “The purple palette triggered a hashtag of the same name on Instagram Landing page For the collection there is an area dedicated to Instagram posts with the hashtag. “
The campaign inspired a purple theme that the company adopted Facebook and Instagram Accounts. Along with this social media content, influencers who were sent the palette started uploading their reviews to Youtube.
Various social tactics were used for this start. A suitable social campaign, a user-generated hashtag, YouTube recommendations and a rotating landing page were all contributions to spreading the campaign. If you know where your audience spends their time, like the Melt team, you can do it with a diverse, Omnichannel Strategy.
6. Brew Dr. Kombucha, “Love wins”
Channels: Website, Instagram
“In May 2020 Brew Dr. Kombucha released his signature Kombucha with colorful, limited-edition rainbow packaging for Pride Month, “Forsey recalls.” The packaging has the lifeline number too The Trevor project printed directly on it – the company has partnered with The Trevor Project and is supporting the organization with the proceeds from its limited Kombucha. “
“Together with the limited packaging, the company has created its own packaging Landing page for #LoveWins and supported Pride Month with the hashtag #LoveWins across his social channels. “
Forsey continues: “Ultimately, I chose this campaign as one of my favorite integrated campaigns of 2020 because I was inspired to elevate this brand and inspire communities while returning the proceeds for an incredibly worthy cause.”
The brand chose a social movement important to them, Pride, and celebrated it with this integrated campaign. This tactic sensitizes to a social cause, a respected organization and promotes a celebration.
7. The New York Times, “The Truth Is Hard”
Channels: Advertising, Facebook, billboard
Newspaper in early 2018 The New York Times struggled. With dwindling subscriptions and dwindling confidence in the news, the team had to get behind the famous release Find out how to build widespread trust.
This is where “The Truth Is Hard” came into play – it was a campaign that was supposed to offer transparency. “I think the best advertising not only makes you stop and pay attention right now, but also encourages the viewer to take action and learn more afterwards,” said Alicia Collins, senior brand manager.
“”The New York Times’ The “The Truth Is Hard” campaign does this. It tells a clear and effective story and immediately shows the value and importance of journalism. “
After paying homage to journalism at the 2018 Oscarsthe campaign started. The Times aired a minimalist film to demonstrate the clarity of newsprint and asked viewers to think about what truth meant to them.
Refugee crises, illness and wars – the second phase delved into conveying what journalists can endure to deliver the most accurate reporting. And with one Payment media campaign All this content was broadcast on Facebook, Twitter and Instagram for the whole world.
This campaign deserves the Times the highest number of new subscriptions since Paywall started, Registrations increased by 100%. The various channels used by the news source to restore the public image worked and made this integrated campaign a win.
I have to wait a few more weeks to see the return of the Umbrella Academy. I am sure that I will see more diverse social media content by then. In the meantime, what are some of your favorite integrated marketing campaigns – did they make the list?
