Some of the all-time best campaigns are determined by the growth of the brand as well and the social media success after the advertising campaign. The most successful campaigns went global and allowed us to remember those even years after they were first established. Take a look at some of the most successful campaigns ever made:

1. Volkswagen: Think Small 

The Volkswagen “Think Small” campaign was created in 1960 by a well-known advertising group Doyle Dane & Bernbach.

What the group set out to do was to answer one question – how to change people’s perceptions about a product. American always liked to buy big and 15 years after WWII they were still not buying small German cars. The thing about Volkswagen is that they never tried to be something there weren’t which is what people still today love about the brand - truth about a product.

2. Nike: Just Do It 

Nike’s products started off being primarily targeted at marathon runners, and then the fitness craze emerged.

The marketing team at Nike knew they could take advantage of their main competitor at the time - Reebok (which were selling more shoes than Nike). In the 1980’s Nike created the ‘Just do it’ campaign. Sales skyrocketed from millions into the billions.

The reason it was so successful? It was the short and sweet tagline, but it encompassed everything people felt while exercising. Hone in on your core message and know what you want to portray to people.

3. Absolut Vodka: The Absolut Bottle

Absolute made their bottle image the most recognized bottle in the world, despite not having a distinct shape.

The campaign featured print ads showing the bottle ‘in the world’ and they didn’t stop showing the ads for 25 years due to its success. It is also the longest uninterrupted ad campaign ever and comprises over 1,500 separate ads. Their sales and market share also grew from 2.5% of the market to half of all imported vodka in the US.

What is learnt here is that no matter how boring your product looks, you can always craft an interesting story around it. 

4. California Milk Processor Board: Got Milk?

The ‘Got Milk’ campaign saw milk sales increase by 7% in the first year in California.

The target market for this campaign was actually not those who were not drinking milk, but rather those who were. This campaign was not about increasing their audience but instead reaching those who did buy milk to appreciate it.

5. Dove: Real Beauty

Dove’s real beauty campaign was all about beauty products giving you confidence, not anxiety.

The campaign began turning heads in 2004 about topics that were sensitive but meaningful to their customers. The campaigns were shared, uploaded and translated across 110 countries.

6. Apple: Get A Mac

Apple has had many campaigns, however, the Mac vs. PC debate ended up being one of their most successful campaigns.

With a 42% increase in market share within the first year, the reason it was so successful was the company letting their consumers know the benefits of their product rather than being forceful. The key here was to voice their benefits in a way consumers can relate to.

7. Old Spice: The Man Your Man Could Smell Like

The Old Spice “The Man Your Man Could Smell Like” video became an overnight sensation launched in February 2010.

The company produced over 186 personalised, scripted and funny videos. Their Facebook and Twitter followers exploded as their fans wanted to get access to the latest videos. If you can create a campaign that gains momentum with fans, do everything you can to keep them engaged.

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