Many of us are already used to advertising. If at first it annoyed many, now it has become an integral part of everything that happens to us. We see it on the streets, in malls, on TV, in apps on our smartphones or when watching YouTube videos. And how nice it is to see examples of good advertising that is memorable, not boring and surprising!
Advertising
This is a direction in marketing communication, thanks to which you can promote information to the masses, draw attention to the object, increase and maintain interest.
To understand examples of good advertising, it is important to understand what it can be in principle. By goals, you can define commercial, social and political advertising.
Commercial is aimed at making a profit, which means attracting customers and offering goods. The social one may have a selfish goal, but usually it has nothing to do with economic goals. In this case, the main thing is the promotion of socially usefulgoals and charity. Political - has the goal of attracting voters and fighting for their votes.
Also, examples of good advertising can be found in the media, since this channel is still the main and basic one. Previously, this included only printed publications, later radio and television appeared, and more recently the Internet has joined here.
Feature
Instances of bad and good advertising have always happened. One way or another, creativity has always come into play. It is with him that it turns out to create something special and memorable. Sometimes there is too much creativity, so there are situations when advertising is not only unsuccessful, but can also shock.
To create something good, you have to think about strategies, tactics, slogans and visualization. You need to use any tricks that will help to attract the attention of the audience. Advertising should be not just creative, but viral.
As practice shows, for a successful marketing campaign, organizations can use several key creative techniques:
- interesting idea;
- associative series;
- packaging;
- title;
- origin of goods;
- attractiveness;
- feature.
Idea
This is a fundamental step in the creation of any brand, company or product. It is necessary to think over the idea, to understand what it is for and how it can help. Advertising can be a lot of ideas. One of the popular ones is "naturalness".
For example, Dobry juice accentuatesbuyers' attention to the fact that apples or other fruits were most recently picked in the garden. The cosmetics company Vichi once constantly convinced consumers that the water used to make the product was "born" in natural sources.
By the way, a company that sells Morshynska mineral water in Ukraine has chosen a similar strategy. Their home page says it's "natural water" and if you swipe your mouse across the screen, it feels like you're swiping your finger across the water. Marketers claim that the drink was obtained thanks to natural sources in the Carpathian region. Since there has never been industrial activity in this region, the nature here is pristine and the water is the purest.
Associative series
Another example of good advertising. About 10 years ago, on TV, we were shown an advertisement for Bonjour sweets. In it, half-naked men prepared sweets, putting them in beautiful boxes. Thanks to such a bright association, the company managed to find its audience and attract the attention of customers for a long time.
Packaging
Every marketer knows it's important to work on packaging too. Sometimes both the idea and the packaging are involved in the creative process at this stage. For example, milk companies that emphasize that it is all natural, farmed, can use glass containers as packaging and sell them in a wooden tray.
Everything worked out with the packaging and the juiceRich. The idea to place the letters of the name on each side turned out to be successful. During football events, the Lays company decided to show itself. They released a special packaging for the fans, which had the lower part of the face at the top. Thus, many photos appeared on social networks that turned out funny faces, and some even won prizes using a special hashtag.
Product name
In examples of good advertising, texts do not always play an important role. Very often it is important that the name of the product is bright and successful. For example, Pepsi is one of the most popular in the world. Her drink is still a success and successfully competes with the equally famous Coca-Cola. But few people know why Pepsi got its name. It was invented thanks to pepsin, an enzyme in the stomach. It was pepsin, along with kola nut extract, that was included in the original recipe for the drink.
Product origin
Also a great idea for creativity. For example, in Ukraine there is a Saturn company that produces home appliances. In her advertisements, she often focuses on the fact that since the products are made in Ukraine, they have a lower price, but are no less reliable.
By the way, a similar idea was used by the company ARDO, which produces Italian appliances. In advertising, one could often see the slogan "Italian works at my house", etc.
Attractiveness
Here one of the leaders can be considered OREO cookies. Perhaps everyone remembers what to do with this delicacy. In the most popular version of the ad, a boy tells his dad the secret way to eat cookies: "Twist, Lick and Dip."
Feature
Finally, one of the main ideas for promoting a product should be its uniqueness. It is extremely important to create an image that will be special for the consumer. Here we can recall the active rabbit Duracell, who in the running marathon defeated all rivals who worked on other batteries.
By the way, at one time Duracell decided to be creative and threw the story with the rabbit, which was really fed up with the order, into a distant box. In the new story, the girl throws away the doll, which, thanks to the battery, returns to take revenge. The new slogan is even a little too intimidating: “Some toys never die.”
Native advertising
This type of advertising is inherent in social networks, but you can also find the best examples of native advertising on the Internet. For example, the T Brand Studio agency does a good job of doing this, which is just doing this type of promotion.
The department was specially created in the New York Times so that readers of the Internet version of the newspaper do not get tired of advertising banners. Specialists are in the business of discreetly mixing advertising into high-quality content with internal content.
For example, once appearedan Adobe article that just reported on the future of virtual reality shopping. Interestingly, there was no campaigning or sales in the text.
Social networks
Instagram has become an integral part of many people's lives. Some decided to make money on this business, thus examples of good advertising on Instagram appeared.
Promote on social networks now everything that is possible. Most often it is clothing and jewelry. But there are also medicines, cosmetics, services of various specialists, etc.
The best example of advertising on Instagram can be any relevant post. It is extremely important in this case not only to be creative, but also to remember your audience. For example, it is unlikely that some blogger, which is mainly watched by schoolchildren, will advertise cigars or whiskey on his page. In the same way, it makes no sense to advertise computer games to a musician or a tire fitting girl.
One interesting example was the New York Times ad on their account. They posted a post that had a riddle. Usually, this always attracts the attention of the inquisitive. Those who solve it share it with their friends and relatives, and this is additional advertising for the publication.
The best way to advertise on social media comes from business owners. For example, if you opened a sushi delivery service, then it’s enough to constantly post in stories how you eat your products yourself, how your production works, and how you do your business.
Contextual advertising
Example of goodcase studies on contextual advertising are easy to find, since a lot depends directly on settings and analytics. What you need:
- make settings to collect information;
- run and optimize ads.
Next, you need to set goals that will make it easier to track data by ecommerce code in GA. They may differ, but, for example, for branded clothing, it is best:
- increase the amount of traffic;
- attract the target audience to the site;
- increase conversion.
First, it's better to start with search campaigns, and then you can move on to dynamic ones. You can also work on remarketing: display and search.
