Episode 434： 15 Marketing Campaigns That Made Billions & How You Can Too
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Summary
In this episode, Patrick talks about 15 of the most Innovative Campaigns that took a company that was doing okay to all over the world, and then exploded into a multi-billion dollar company. The biggest innovative campaign, in my opinion, was not the Christmas one with Santa Claus, it was actually the Share A Coke marketing campaign they came up with.
Transcript
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This is Patrick Bedevi, your host of Valuetainment.
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Today we're going to talk about 15 of the most creative, innovative campaigns, commercials,
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whatever you want to talk about, the most innovative campaigns that took a company that was doing
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okay to all of a sudden being all over the world.
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So about three years ago I did a video titled How to Strategize as an Entrepreneur and in
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the video I launched the strategy quadrant which now many are using around the world and
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I was a CEO, I wanted clarity, I don't want my mind to be cluttered, I wanted to know exactly
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what I need to be doing on a daily basis to grow my business and that strategy was very
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Two areas you have, on the bottom it's linear growth, on the top it's exponential growth.
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So whatever behavior on the bottom is going to help your business grow but it's not going
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Bottom one, operating system, the more time you spend on your system, technology, software,
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it's good but it's your operating system, it's going to get better.
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Next is business, development, sales, relationships, sales, talking to people, networking, going
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to your conventions and your industry events that's taking place.
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That's all good but it's not explosive, it's purely linear.
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Real growth was focusing on your next innovative campaign and leadership development.
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You are developing leaders within the company and it's grown because now you have 10 leaders,
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20 leaders, 50 leaders, departments, all this other stuff.
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Today because of a request I had from Philippines, an entrepreneur, Ariaf, he asked me to talk about
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how to get more into the next innovative campaign.
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It is to promote a new product, a service or a goal through an innovative campaign.
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So that's the purpose of having an innovative campaign.
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I have a product, a goal and a service I want to market or my story of the company or the product
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The numbers haven't been looking good the last five years for me.
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How can I get my thing going again, get the business going again?
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The biggest innovative campaign, in my opinion recently, was through Coca Cola, not the Christmas
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It's actually the Share A Coke marketing campaign they came up with.
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So think about this brilliant idea their team came up with.
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It first started off in Australia, it was a test in Australia, and they chose I think
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Then they noticed it's doing really good in Australia, then it went to Britain in 2013.
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Then in 2014 it was launched in US with 250 names, by the way today it's at 1000 names.
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You can customize the names on Coca Cola's website and send it to a friend, nicknames, whatever
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So, Australia, Britain, US, now it's everywhere.
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When they launched this campaign, their objective was to increase sales during summer, check
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To engage with customers, everybody sharing their experiences, and they're engaging, seeing
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what the customers are saying, and they're able to respond to them, right?
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Social media, hashtag, Share A Coke, blew up, Instagram, Twitter, engagement, four, immediate
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Oh my God, Mike, hey Mike, text, I got you a drink, Mike.
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Let me get another one, because maybe it's for me.
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And last but not least, all of a sudden when this thing took off, millions of marketers
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decided to volunteer to work for Coca Cola for free.
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One marketing campaign took their business to a whole different level.
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By the way, these guys were not in the profits for about a decade.
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Next thing you know, they're back in the mix again, performing at the levels they did, just
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By the way, they can drive this campaign for a long time.
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For the longest time, you see a lot of commercials, everybody was looking perfect, Calvin Klein models
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were so skinny, you know, abs, and everybody's like, man, I'm not that skinny, I don't relate
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I don't have the perfect hair, the brunette hair.
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So Dove says we're going a complete opposite route.
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They did a commercial with the curly hair, then they need a commercial, and their models
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were regular moms and regular looking kids, nothing crazy, it's just, hey man, these are
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You don't have to be this perfect looking person to be a model.
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People connected, they resonated, those videos started being shared, and all of a sudden
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They speak to me, they're talking to me, the average person who can also go out there
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I'm willing to be loyal to their product, and that took off.
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Remember that dog that would go out and say what he did?
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Everybody was quoting this, and everybody, Taco Bell, Bell Taco, Taco Bell, and Taco Bell
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Next is the most interesting man in the world, Dos Equis, right?
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Jonathan Goldsmith is his real name, which in the commercials is more like a real-life Chuck
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Like, oh my gosh, the most interesting man in the world.
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He does this, and he does that, and he does this.
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You know, and he, I mean, this is the most weirdest commercial you're looking at.
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Well, what, this doesn't make any sense, but it's so funny, and you're sharing it with
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There's literally playlists on YouTube of all the commercials they ever did that you can
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That's what you're thinking about, and that's exactly what Dos Equis was going for.
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Old Spice took off, and I think Terry Crews is now doing it now.
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Whatever the timeline was 15 years ago was a big deal because service wasn't that good,
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Verizon was known for their service, so they knew where AT&T was weak and where they were
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At AT&T people are like, no one can hear me now.
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I got to go to Verizon, and eventually Verizon lost the talent to Sprint.
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This spending time with your family, priceless.
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This whole priceless thing took off, and I think it was played in 98 different countries.
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Just Do It, obviously one of the greatest campaigns of all time.
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1988, Nike's getting their butts handed to them by Reebok.
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Ten years later, they go from doing $800 million a year to $9.2 billion a year because everything
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Fortune Magazine said it helped send the stock to all time high.
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Wall Street was forecasting for their Q1 to be minus .8%.
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McDonald's shocked everybody and came up 1.7% on Q1 because it's McDonald's breakfast all
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They were posting these ads on buses, on the back of the bus with the mouth smoking.
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And it's a message to see when you're going to be smoking, obviously in their own language.
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And everybody was looking at it on what we can do to quit smoking.
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Everybody's saying the same thing in their own way.
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Very emotional where they connected with moms and everything being like all these Olympic
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And the moment you get moms to get love, everybody buys the product because everybody
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And the last one's a little bit tricky because recently, Elon Musk with his truck, the cyber
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truck where they're doing the opening, and said, yeah, throw this brick against the window.
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Now, most people would say, wow, what an idiot.
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So we started off saying, I would never buy this car if the glass broke.
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Then you saw the video of the truck pulling an F-150.
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So a lot of people thought it was a bad marketing campaign.
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But it ended up working in the favor of Elon Musk.
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These are just ideas for you to be thinking about.
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You still have to think about how you can come out with your next marketing campaign.
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Number one, when you're thinking about right now, you're saying, I want to come out with
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Is it in a marketplace of people seeing who you are?
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Do you have to answer five objections to a product that you have in a marketplace that's
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That you just address all of it in the marketplace and say, here's who we are.
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Yesterday I sat with a guy and we're talking about an organization he's a part of.
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And it's an interesting organization he's a part of.
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And I said, so I can tell you a part of that organization.
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I said, I can tell you a part of this organization.
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You know, when I first heard about this organization, I was kind of taken by it because I went and
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And when I did research, I heard about this one person that did this.
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So I went up to the guy and I said, you know, how come you do this?
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All of those three objections right there he handled with me.
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That could be an outcome of a campaign to change the way the market views your company.
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AIG did a campaign after 2008 to get the market to realize who AIG really is.
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So people say, oh okay, all of those five objections I heard about AIG, forget about it.
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They're the company I trusted for the last hundred years, I'm comfortable doing business
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When I sat down with Chip Wilson, Mr. Four Billion Dollar Man, founder of Lululemon.
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I said, Chip, give me your demographic, the customer you knew you wanted.
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32 year old woman, single, makes six figures, career, owns a cat, lives in a condo, has an
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Because he knows his customer, he builds a $12 billion company.
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And then he can go to other markets, but he started off very focused on the customer
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So you're sitting here saying, what is a mom driven by?
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The motive is, if I can touch these motives, these feelings, I can get them to take action.
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You have to know what the motive is and speak that language for them to say, I relate and
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Typically bring a couple other people in as you're doing your marketing campaign and say,
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And then eventually you can come up with an idea.
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Where will you be as you're launching your product?
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When are you going to be launching the time with it?
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Maybe going to team up with another product and another company that is within the same
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And you can split the cost and still target the audience.
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And they're going to say, wait a minute, they're collaborating together.
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So you're able to tap into two different markets, not just your own.
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And the last one is analyze results and study response you're getting.
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Now this is some of the basic stuff you can be doing to launch a marketing campaign.
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I'm going to give you the last one here and this is the separator, the number one thing
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about a marketing campaign, too often people launch a campaign and they think that's what's
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Now keep in mind, if you're spending billions of dollars of marketing dollars like Coca-Cola
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and you have that kind of access to money, well then that's a different story.
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If you already have thousands of stores, 1600 Walmarts out there and you want to do a campaign,
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If you're a small business owner watching and saying, Pat, I don't have that many outlets,
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You can't assume the campaign alone is going to do it by itself.
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You need somebody that's screaming it off the top of their lungs and selling it.
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You noticed Coca-Cola did it in Australia, then Britain, then US.
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Next one is the product, quality of the product, how good of a product you have.
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If you've got a great product, it's easy to sell it.
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Is there an opportunity for that with the product that you're launching?
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So again, this is the kind of stuff that I can talk about for three days because I'm
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trying to get this content over to you in a 20 minute period, but this is not a 20 minute
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This is a three day content because if there's different products, different markets, approaches,
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strategies, competitors, how are these guys doing?
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This is just to kind of give you an idea to start thinking about how you can create your
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And by the way, if you haven't already subscribed to Valuetainment on iTunes, please do so.
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