Our Top 2023 Marketing Campaigns
In 2023, the marketing world witnessed a range of groundbreaking campaigns that redefined creativity and effectiveness. From viral social media movements to innovative digital strategies, this year set a new benchmark in advertising excellence. To mark the end of the year, we delve into the top 2023 marketing campaigns that not only captivated audiences but also set new standards for the industry.
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From the takeover of Barbie right through to Mayballine’s iconic CGI takeover of London, 2023 has delivered some iconic marketing campaigns. And, to mark the end of the year, we had to break down some of our faves of the year.
So buckle up and feel inspired – here are our top marketing campaigns of 2023!
IKEA's Big Blue Bag
According to recent research, 45% of people in the UK have a FRAKTA bag at home and nearly a third of those are over five years old. So it comes as no surprise that IKEA leveraged their iconic bag to create one of the most ground-breaking campaigns of the year.
For the opening of their new store in London’s Oxford Street in 2024, IKEA added a 62ft tall bag on the scaffolding of their soon-to-be store creating a social media buzz.
Mother’s OOH ad for Ikea / Mother
Maybelline Sky High Campaign
Next up, we have a similar campaign but unlike the IKEA example, this used CGI to bring the campaign to life.
Maybelline went viral back in July with their ad for their new Sky High mascara. The ad showed central locations in London such as tube stations and traffic crossings.
As a tube or bus drove past the appropriately placed wands, their eyelashes were stroked by the wand in the style of applying mascara.
And even though it was CGI-based, it got people on social media talking and supporting the campaign even further (mainly asking how CGI could look so good). It even hoodwinked the general public, with many not realising at first that it was a product of CGI and unfortunately, not real.
Barbie Took Over The World
The release of the new Barbie film in July took Barbie’s popularity to the next level, and that includes (another) CGI campaign on this list.
In the same month that the movie was released, a supersized Barbie in front of Burj Khalifa went viral on Twitter racking up over 6.1 million views.
The video opens with a 3D advertisement featuring a giant Barbie emerging from her iconic Mattel packaging box. Dressed in a black and white swimsuit, complete with goggles and heels, Barbie steps out of the box and strikes a pose, holding it confidently. This CGI-created ad is the handiwork of Eye Studio, an agency based in the UAE.
3D ad in front of Burj Khalifa
— Tansu Yegen (@TansuYegen) July 25, 2023
pic.twitter.com/9HWeh9KyiQ
McDonald’s ‘#RaiseYourArches’
The devil works hard, but McDonald’s marketing team works harder and this is especially the case for their #RaiseYourArches campaign at the start of the year.
The McDonald’s “Raise Your Arches” campaign, conceptualised by Leo Burnett UK, narrates the story of office workers who subtly signal their lunch plans at McDonald’s with a mere eyebrow raise. This ingenious ad, while devoid of explicit branding, masterfully incorporates McDonald’s iconic elements. Key visuals include a hand-drawn ‘M’ on a yellow Post-it note and the colour scheme of a yellow shirt and red skirt, aligning with the brand’s colours. These elements, along with the raised eyebrows mimicking the Golden Arches, ensure McDonald’s presence is felt throughout the 60-second commercial.
Remarkably, 98% of viewers identified the ad as McDonald’s, with recognition spiking within the first 10 seconds following the appearance of the Post-it note. This indicates the ad’s exceptional strength in brand recognition. It also scored highly in long-term brand-building effectiveness (4.7 out of 5.9 stars) and showed an exceptional spike in short-term sales (rating of 1.48).
The campaign’s success led to its replication in over 35 markets since its UK debut. McDonald’s CEO Chris Kempczinski lauded the campaign’s impact, noting its unique ability to be unmistakably McDonald’s without showing food, restaurants, or even mentioning the brand name, highlighting the brand’s powerful and recognisable identity.
What Does 2024 Hold For Marketing Campaigns?
As we approach 2024, it’s clear that CGI and creative storytelling will continue to shape the world of marketing. The campaigns of 2023, from Ikea’s innovative approach to McDonald’s subtle messaging, have paved the way for an even more exciting future in advertising. We can expect to see more Innovative Advertising Campaigns, blending technology with creativity to create memorable and effective marketing strategies.
In conclusion, 2023 has been a landmark year for Successful Marketing Tactics. As we move forward, it’s exciting to think about how these Top 2023 Brand Promotions will inspire future campaigns. Stay tuned for what 2024 holds in the world of marketing!
