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In this episode of The Marketing Factory, host Marisa Candy dives into the world of impactful marketing campaigns, analyzing what makes them successful or memorable. She emphasizes the importance of integrating humor, catchphrases, and visuals to create lasting impressions. The episode features a detailed discussion of the Dove Reverse Selfie Campaign, highlighting its emotional branding approach and its focus on societal issues such as self-esteem and unrealistic beauty standards.

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Timestamps:

00:00:00 - Introduction

00:00:32 - Welcome to The Marketing Factory

00:01:04 - Ranking Marketing Campaigns

00:01:26 - Dove Reverse Selfie Campaign

00:03:13 - Specsavers "Should've Gone to Specsavers" Campaign

00:04:48 - Doritos Time Machine Commercial

00:05:43 - BMW M-Series Campaign

00:07:31 - Snickers "You're Not You When You're Hungry" Campaign

00:09:12 - Marketing Help and Call to Action

00:09:23 - Bai Horse Whisperer Commercial

00:11:20 - Jaguar Campaign Critique

00:12:25 - Australian Retirement Trust Campaign

00:14:00 - Closing Remarks and Inspiration

00:14:21 - Social Media CTA

Key lessons for businesses here, they're solving it. It's Jaguar.

What are they selling? What was that? I don't actually know in

this ad. If you didn't know who this brand was, you wouldn't know what they were selling. I

don't know what happened this day in marketing. That

was weird. I don't want you to take on board anything from this ad. Find

some ways to integrate humor, catchphrases, some visuals that make

your audience remember your product long after the ad ends. Hello

and welcome to marketing. Things that don't always make sense. BMW

campaign. I like this campaign. BMW, you

get a strong C for me. Welcome to The Marketing Factory, where

we don't blend in. I'm Marisa Candy, founder and award-winning

marketer. And for over two decades, I've helped businesses think

differently about their marketing and achieve powerful results. In

this podcast, I'll share proven strategies so that you can

create profitable marketing campaigns that drive real impact

for your business. Ready to turn clarity into action? Let's

get started. Today, we're diving into an

exciting topic. That's why we've got the laptop here. We're

ranking some of the most impactful marketing campaigns out

there. Now, some you might recognise, some you might be seeing for

the first time. We're going to discuss what made certain

campaigns successful and memorable or

how they missed the mark. As business owners, there's so much

we can learn from these examples. So let's

break it down. Let's start off with our very

first campaign. This is the Dove Reverse Selfie Campaign.

Now Dove's Reverse Selfie Campaign is a masterclass. in

emotional branding. It directly addresses societal issues

like self-esteem and unrealistic beauty standards, right? It

resonates deeply with their audience by showing

the reverse process of editing a photo.

And they put that photo in the hand of a young girl. It

highlights the pressure that the kids of today face. Yeah,

so the takeaway. As business owners, authenticity sells.

Consumers crave brands that take a stand on

issues that matter. If you can tie your product or service into a greater cause,

your message will stick. However, some say that Dove's

products contain ingredients leading to unethical practices,

right? And Dove's also been criticised for contributing to environmental harm

by producing large amounts of single-use plastic, right? But

at the end of the day, they've gone out of their way to put

together a campaign and let's review it now together.

So we're going to have this little ranking on screen. So firstly

one, we want to look at the target audience. Is it featured the target audience or

someone that the target audience relates to? 100% it does. As

women that predominantly use their product and putting a young girl in there

as either their child or a younger self.

Brilliant. Yeah. Storytelling. Brand connection. For

this video for Dove, I'm going to say even though

it doesn't actually feature their product as a main part of

the ad, I'm still going to put this in as

an A. Well done, Dove. All right, we're going to get on to the next video now.

Spec Savers. A great line that Specsavers has

put out there, it should have gone to Specsavers campaign,

right? It's textbook humor, how relatability can

make your brand iconic. And I don't know about you, but I have used

the line, should have gone to Specsavers a few times in

my general chitter chatter amongst friends. So this particular

ad, you might not have seen this particular one. It wasn't really aired widely and

look, It's a bit controversial, I

guess, which is why I'm showcasing it. So this particular ad

captures a universal human experience, a comical mistake

due to poor vision. And it ties seamlessly into

their brand. And no, don't come back at me and say, Marisa, this video

is in poor taste. Don't watch it, okay? So,

the only reason I'm gonna... I think this campaign's brilliant. Again,

spec savers don't show their product in it, but do they show... Well, they

do. They show a girl with glasses to start. She puts her goggles on.

So, is it the target audience? Yes, it is. Is it communicating their

messaging? Yes, it is. There's no words in this. There's no words. But

yet, it communicates the brand and the messaging perfectly. Alright,

so the only reason I'm going to mark this ad down is because I think

they could have been a little bit more creative and the girl could

have maybe reached down and put a jellyfish on her head. I'd

like to have seen that. And so, Specsavers, let's

go. I'm going to give you a B. A B, there we go. Specsavers

gets a B. Let's go on. Next video. This is fun. Doritos.

Doritos time machine commercial. Oh my God, I

was that child. I was that child. Hop

into this time machine. I really wanted to time travel. It's one of

the abilities that you wish you had. It's one of those I'd love that. This is storytelling at

its best. This relatable scenario, childhood

imagination, playfulness, making it memorable, shareable, brilliant

idea, inspired by life. I bet the creatives

have children. This is one of the best ads I've seen. All

of it. Just even the casting. Everything.

Brilliant. It was produced a while ago, but look, it's

right up there for me. Where are we going to put this? We're going to go all the way to

the top. S, you know, in case you don't know, the ABC, oh, here we go. The

A, B, C, D, E, F, we all know what they mean, but S, S

is just for superb, sensational, spectacular, whatever

S letter you want it to be. That's what it is. All right, let's keep going. BMW

campaign. Ha. Now, I like this

campaign because you know what? Sometimes, in

business, we don't always get compliments. We get complaints. People

saying, this is uncomfortable, I don't like the ride, this

is too stiff, whatever it might be, in

the nicest possible way. But BMW embraced it. They

said, hey, the BMW M, they exaggerated

the complaints of discomfort. The roar of the engine's too loud.

Good. The suspension's too firm. Good.

Love it. It was all designed to highlight exactly what

makes the BMW M-Series so special. It's

the raw performance. Sexy. Agility.

You know? The only reason I don't like it is because,

you know, I think I'm maybe, you know, middle-aged lady.

And they're having a go at me. I like going in cars too. So that's the only reason

I'm going to mark BMW down. Because, you know, maybe

I've banged my head on a few doors when I've gone in

and out of them. No, I'm not old though. It's just a

number. But well done BMW. BMW, you

get a strong C for me. And again, like it. We're

trying to do a bit of ranking here. So I can't just go out and give everyone an A, even

though I'd like to. I can't go and give you all A's, all right? And

at the end of the day, BMW aren't going to know I gave it a C. So actually,

if you do know a BMW rep, because I actually quite like the car, don't tell

them that I gave them a C. Because, you know, that might just ruin my

chances of a good deal. I'll trade up one day. My BMW. And

I might go for the M. All right, let's move

on to the next video. Watch this one. Come on.

We've all related. You're not you when you're hungry campaign. This

is so good. There is

so much to like about it. So many takeaways. What are

you, a model? What are you, a glove model? Like all of that,

I just love all of that. It was a part of not just one amazing

ad, they made this last. It was a long running,

highly successful campaign. It leveraged humour, relatability, and

most people can relate to that feeling of feeling a bit off

when they're hungry. You know, where's the turn we got now? We're

hangry. I get a bit hangry for the people that know me. You know me.

Yeah, I do get a bit hangry. Give that girl something to eat. Anyway. Very

cool ad, strong branding and a

Hunger is the problem. Temporary hunger. You know, we're not solving

world hunger with the Snickers here. It's relatable humour.

Consistency is key. It's not just one campaign, there's many. What

can you do in your campaigns? You can swap something out, bring something

new in to keep it going, to keep it evolving, to

keep bringing people a part of your journey. How

cool. And engage them with some surprise and creativity. I

really like this one. So, it's going up there.

It's going up there. Come on, Snickers. Come with me. Come with me. Where are

we going? Where are we going? Elevator music.

We've arrived at A. Let's

go with that right there. We're going there. We're going there. Just

quickly, if you're a business owner struggling to see results from

your marketing or you're overwhelmed by the thought of marketing your

business, we can help. Book in a call with my team using the

link in the show notes and let's get your brand thriving without the

struggle. Now, back to the episode. Next video. Now,

this product I think is widely available in Australia.

However, Buy, buy,

buy, buy, buy, B-A-I, buy. This

particular commercial is about a horse whisperer. I

don't know what it is about this commercial. I

just have to think about it and I smile. Does your advertising have

that effect on your target audience? You just have to think about

it and smile. There are some really, really

good reasons why this works. The comical character introduces himself

as a horse, bruh. You know, we all seen that movie. Casually calling

out things that don't make sense. Hello and welcome to marketing.

Things that don't always make sense, right? Then he shifts to the buy drink,

highlighting its contradictory appeal. Being good for you, but still tastes

amazing. You know, the commercial plays with the concept of things don't

logically align, but work perfectly paralleling with

this biased combination of low calories, antioxidants, and

great taste. The key elements of this ad is that it's playful,

it's absurd. One of my favorite lines, clippity-clop,

clippity-clop. The humor is intentionally strange and

lighthearted, making the viewer take notice, and without being too

overly serious about the product. They're making light of

it, you know? They're using contradiction as a selling point. Things

don't always align, but they still work. It's catchy and

it's memorable. The phrase, none of this makes sense, serves

as a clever tagline together with the ad's absurd product

selling position, the whisper of the horse. The

takeaway, what are we doing? Memorable ads often use repetition,

quirky messaging to leave a lasting impression. So

what do we do? Find some ways to integrate humour, catchphrases, some visuals

that make your audience remember your product long after the ad ends.

Let's go buy. We've got to get you in there. We're going to go with you with

a B. All right, next ad. Rowl. It's

the big cat. It's Jaguar. Is it? What

are they selling? What was that? I don't actually know in this

ad. If you didn't know who this brand was, you would know what they were selling. I

don't know what happened this day in marketing. Some

might look at it as a great day. Some might look at it as someone

ate too many cookies out of the special adult cookie jar because

that was weird. I don't want you to take on board anything from this ad,

so we're not really going to talk about it. other than the fact that

Jaguar sell cars. And there's a lot of pink, and there's a lot of orange, and a lot of

colors, and a lot of hair in that. None

of it has got to do with the experience, how

it makes me feel, wouldn't even know about the product, because

all I see is a bunch of people. It could be the introduction to

a new music video. A movie I don't want

to watch, but not a car I want to drive. And I really like you, Big

Cat. I like you, Jack. You know, you and BMW, you're

up there. But I don't like you for this commercial. So

look, there's only one place you're going, and that's not far

from the bottom. And that's where it is. And

that's where we're at. One little one that we're going to sneak in there is the Australian Retirement

Trust. Now, I like

the concept of this ad. There's a lot of things that make me question what is

going on. So when you're doing ads, make

sure that things kind of make sense if you're storytelling. Things

have to kind of make sense. Anyway, the lady rocks up to her

home to get out of her car, but she's parked in the street. Why doesn't she park in a

driveway for a start, right? That doesn't make sense. The target audience

is featured, yes it is. Someone's on a big monster. I

would like to take that monster if that was my retirement. My retirement fund,

I want it to maybe look a bit more attractive than that monster.

But look, I liked it. I like the campaign. I like the concept. It

wasn't my favorite because there was a few things that just made me

wonder. And when I got to wonder, when I got to think too much, I

feel like, oh, Oh, what's

that feeling? That's weird. It didn't answer all my questions, didn't make

me feel happy and joyful like the rest of them. So look, I'm going to give

that one a C, scattering

on and daring to touch into the D column as well,

just because I'm being different. All right. They don't all have to fit in

the columns and the lines. I hate lines on notepads

and things. I like to just, you know, roll around that. So look, I

hope that In me breaking down a few of these favourite campaigns

of mine, and not so favourites, I've given you some ideas for your own marketing. When

you're going out there and you're making these videos, because remember this video domination that

we are in, that it gives you some ideas, it sparks some interest, it

inspires you to create something amazing.

Go out there, create something amazing, let me know how you go. Until next

time, bye for now. Thanks for tuning into The Marketing Factory. If

today's episode helped bring clarity to your marketing strategy, please

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at The Marketing Factory AUS, and let's keep turning clarity