Let’s explore how these fantastic big brands integrate their values into their marketing plans, capturing higher attention from the market.
Today, I’ve compiled a few classic cases for you to gain inspiration from.
Idea 1: IKEA
In 2016, IKEA’s furniture catalog theme was “Feel the Everyday,” focusing on kitchen-related aspects of life. To continue promoting the kitchen theme, Ogilvy New York created the “Together, We Eat” marketing campaign. They captured kitchen life from single vegetarian households, Latin American families, and LGBTQ families, aiming to prove that IKEA’s products are suitable for everyone.
Idea 2: NIKE
Nike launched the global marketing campaign #BetterForIt in April and released an ad during the 2015 MTV Awards by Wieden + Kennedy. The campaign encourages women worldwide to step out of their comfort zones and engage in physical activities. Nike encourages women to run an extra kilometer or practice an extra hour on the yoga mat. Besides #BetterForIt, Nike also introduced the “90-day better for it challenge,” encouraging women to plan and synchronize their training schedules through the Nike+ Training app and running app.
Idea 3: Women’s Aid
In preparation for International Women’s Day, Women’s Aid placed a unique billboard on the streets of London and Birmingham. Unlike typical advertisements, it didn’t promote any products but aimed to raise awareness of domestic violence. The billboard featured a woman with visible facial injuries. Using facial recognition technology, the billboard’s injuries appeared to heal faster when pedestrians passing by paid more attention.
Idea 4: TOMS
One Day Without Shoes 2015 Campaign was unique. Participants were encouraged to take a barefoot photo and upload it to social media with the #OneDayWithoutShoes tag. In China, participants could share their barefoot photos on WeChat (TOMSChina), Weibo, Mogujie, and Alibaba Fashion, and TOMS would donate a pair of shoes to children in need.”
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