February is known as the month of love and to celebrate, we thought we’d show a little appreciation to some of our favourite marketing campaigns.
Four members of the Pace team, from four different departments (Client Services, PR, Digital and Design) have chipped in with their points of view, and told us what they think makes these particular campaigns so special ?
Amy, Account Manager – Enamoured with eggs
2019 is off to a great start for marketing campaigns – but my very favourite has to be Eugene the egg; Instagram’s newest star.
This little hard-boiled chap kicked off the year raking in 52.7 million likes, 10.1 million followers and gaining that coveted blue tick verification. To put this into perspective, an image of an egg beat Justin Bieber’s engagement photo, Beyonce’s pregnancy announcement and Kim and Kanye’s wedding photo.
It then surpassed Kylie Jenner’s World-Record-holding image of newborn Stormi – in just nine days. That’s right, Eugene the Egg now holds the World Record for number of likes on one photo.
So, was Eugene’s only goal to push the Instagram elite off their pedestals?
Absolutely not! After achieving the World Record, a total of six images of the egg – with varying levels of damage – were posted to the account. The fifth showed it patched up like an American football and the last post was a short video of it cracking wide open with the message ‘the pressure of social media is getting to me. If you’re struggling, talk to someone too.’
The team behind the egg had, in fact, produced an advertisement to be aired during America’s most prestigious and visible slot – the Super Bowl.
During this ad, the egg spoke of how going viral had affected its wellbeing – essentially, how it had ‘cracked’ under the pressure of social media, and went on to direct viewers to the charity Mental Health America.
With 1 in 5 Americans currently suffering from mental health problems, it was great to see Eugene used to deliver a positive message around mental health to a huge platform.
A cracking campaign highlighting the eggcellent power of a great social media campaign!
Hannah, PR Executive – Smitten with Sainsbury’s
I absolutely love love, which is probably why one of my favourite marketing campaigns focuses on Valentine’s Day itself.
Created by the team at Sainsbury’s, the supermarket encourages the nation to ‘Go All In’ this Valentine’s Day – to treat a loved one to a homecooked meal, a movie night or something with meaning that really matters, rather than flashing the cash on material items.
As they say, home is where the heart is, and the Sainsbury’s TV ad really brings this messaging home. Featuring couples young and old, the Valentine’s Day campaign captures people of all ages and backgrounds. My highlight is the older gent wrapping his wife’s present, which actually made my heart melt…
Using black and white footage throughout sets the scene and creates a little romance, and the supermarket giant still manages to stamp its trademark style over the advertisement with the well-known quirky colour pictures and fonts – creating a fresh feel that reinforces the Sainsbury’s brand. It’s instantly recognisable.
The Sainsbury’s Valentine’s Day ad follows on from the successful Christmas campaign that featured school children performing in their Christmas play – an ad which received nation-wide praise.
The brand’s success lies in its consistency, with its ads focusing on its customers and the community around its products, rather than the store itself.
Whether you’re into Valentine’s Day or not, I think it’s great that Sainsbury’s latest ad brings a little bit of love to our television screens.
Shaun, Digital Manager – Hot for Hospital Records
Hospital Records is an indie drum & bass label that has been one of my go-to brands over the years. Everything is medically themed, from its merch and content to its letter invoices. The attention to detail is what really sets them aside from competitors and positions Hospital as a fun brand that’s personality really comes across in its marketing efforts.
The record label’s frontman, London Elektricity, has been recording frequent podcasts where he promotes new music on the label, upcoming events and chats about everything going on with the label. This sincere and somewhat low-budget approach to marketing is a great way to raise awareness of upcoming releases, without coming across too manufactured. He’s currently on podcast number 382 – what an effort.
When releasing new albums or EPs, Hospital prints a very limited number of record presses, giving buyers a special feeling of exclusivity. They do a great job at maximising this experience by including exclusive merch with orders of big releases – this could include anything from memory sticks and stickers to unique artwork.
Hospital Records uses its social media presence to round everything off, creating posts to promote low-stock or sold out items. This creates a sense of urgency and encourages people to quickly make a purchase when new sets are released. However, of course, it helps when most of the label’s releases are filled with sick tunes.
Guy, Senior Designer – Gaga for The Guardian
I’d like to declare my love for The Guardian and, more specifically, its branding.
In January of last year, The Guardian moved from its traditional broadsheet format to a more streamlined tabloid format. This was a big change and, surprisingly, it chose to refresh its branding at the same time!
The in-house team completely overhauled the look and feel of both the online and print formats, creating a modernised and clean look, including the introduction of a bespoke typeface (working with font foundry Commercial type) that replaced the once famous blue masthead that was synonymous with the paper.
I love the typeface, and I love the branding overall. I largely consume The Guardian’s content online, but I sometimes pick up the print edition from time to time – and both formats feel really considered.
I think the design of G2 magazine (a supplementary that comes with the paper) is particularly effective. The use of superb, considered photography, colour, and the typeface gives the whole thing a very bold and distinctive look – carving out a very clear visual identity system. It’s all very recognisable as ‘The Guardian’. The branding is approachable, made particularly effective by appealing to a large market. It’s modern and edgy, yet clear and defined.
I can’t begin to imagine the complexities and challenges that go with undertaking such a project, but the overall experience of both formats of the publication are beautifully executed. Being the design nerd that I am, I don’t doubt this had an influence on The Guardian being my own go-to news source.