Warc 100, an annual ranking of the world’s most creative and effective marketing campaigns, has recently revealed the 100 best marketing campaigns for the years 2014-2016.
Warc 100 has chosen the marketing campaigns from more than 2,000 winners of effectiveness and other marketing excellence awards from around the world. They select campaigns based on:
- Marketing that makes a difference, driving business performance or changing consumer behaviour.
- Commercial creativity, allowing brands and agencies to compare their performance with their peers.
- Most effective marketing, and the people and organisations behind them.
This list combines the results from the last three years of Warc 100 data to find out the top marketing campaigns over the last three years.
The best marketing campaign in 2016 is Penny the Pirate
Penny the Pirate, the children’s book and app allows parents to test their kids’ eyesight as they read the story. The book helps to identify the most common eye issues among children. With the app, they can check the result and, if needed, book an eye test immediately.
The 2nd ranked marketing campaign is Always, celebrating female empowerment, by pointing out how emojis show girls’ limitations. The video was shared 1 million times within a month.
3rd place goes to the campaign called “Project Architeuthis”. It’s a project by US Navy to offer recruitment to cryptology branch. It was launched with “0” paid media support and is an example of smart microtargeting in marketing campaigns.
10. Under Armour — I Will What I Want
Droga5, the famous independent advertising agency, launched the second phase of the “I Will What I Want” campaign, featuring supermodel Gisele Bündchen.
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9. Hindustan Unilever — Kan Khajura Tesan
Kan Khajura Tesan campaign aims to help HUL (Hindustan Unilever Limited) brands engage with rural consumers in media dark villages that cannot be reached via traditional media like TV, radio and print in India.
8. Coca Cola — Share a Coke
Coca-Cola swapped their logo with popular names, so you could Share a Coke with the people who matter to you most. This creative marketing campaign found the sweet spot by making consumers famous through the most iconic brand in the world.
7. Honey Maid — This is Wholesome
Another campaign by Droga5, “This is Wholesome” features real-life parents from many different backgrounds to tap into a cultural insight that is rooted in the change of the American family dynamic.
6. Newcastle Brown Ale — If We Made It
When Newcastle couldn’t afford (chose not to produce) an actual big game spot, Droga5 pulled out all the stops to show the world the ad Newcastle would have made, if they could have. Obviously, Droga5 is sufficiently skilled in creating the best campaigns in the World!
5. Volvo — Live Test Series
Volvo Trucks is very much a B2B brand and some might say this sector rarely produces highly creative campaigns. However, Volvo proved them wrong with a great example of imaginative B2B marketing campaign.
4. Intermarché — Inglorious Fruits and Vegetables
Marcel Worldwide created the “Inglorious Fruits and Vegetables” campaign for Intermarché, France’s third largest supermarket chain, to address the issue of food waste, which is 100 million tonnes per year in the EU.
3. America’s Navy — Project Architeuthis
Project Architeuthis is the first Alternate Reality game that was activated on the U.S. Navy’s Cryptology & Technology Facebook page. Lowe Campbell Ewald created the integrated campaign to attract the type of minds Navy Cryptology is looking to recruit, while simultaneously increasing social traffic.
2. Always — #LikeAGirl
Always’ “Like a Girl” campaign, created by Leo Burnett, points out that the images of women in the standard Unicode emoji set are too stereotypical.
1. OPSM — Penny the Pirate
The first 10 chosen creative marketing campaigns of 2016 are very diversified – showing examples of product innovation, digital innovation and social issues.
It’s no secret that the use of video in marketing campaigns is on the rise!
The single most important strategy in the best marketing campaigns today is video. As a marketer, do you take advantage of the opportunities that creative videos offer?
No matter what you’re selling and what your company offers, if you don’t have a video marketing strategy for the biggest digital video platforms like Youtube and Facebook, you are definitely being left behind.
Video has emerged as the medium of choice, and you must recognize and adapt your content strategy to stay relevant and achieve the best results in your marketing campaigns.