"Throughout this year I have enjoyed watching as brands exercise this newfound originality from The Ordinary selling eggs to Duolingo killing their mascot, Duo, to gain some extra buzz. Regardless, some campaigns performed better than others. Whether it comes down to a company's ability to quickly respond to a situation or their ability to perfectly execute something that seems rather simple, some things will excel while others flop drastically."
"In response to the insanely controversial Sydney Sweeney has Good Genes advertisement released by American Eagle, the Better in Denim campaign had very good feedback. Consumers valued the diversity and joy from Gap which American Eagle failed to include in their campaign. Rather than making a dull and creepy advertisement, Gap showcased different body types, people of color, and a generational unifier: dancing."
Marketing requires increasing creativity each year to capture consumer attention. Brands experimented with unconventional tactics such as The Ordinary selling eggs and Duolingo killing their mascot, Duo, to generate buzz. Campaign outcomes varied widely depending on a company's speed of response or execution quality. Gap's Better in Denim campaign featuring KATSEYE received strong positive feedback after American Eagle's controversial Sydney Sweeney 'Good Genes' advertisement, highlighting diversity, joy, different body types, people of color, and dancing with strategic timing that drove brand preference and loyalty. Canva scaled to a multi-billion-dollar company by making creativity accessible and promoted expressiveness in its Put Imagination to Work campaign.
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