Edition 15: Integrated Marketing Campaigns

May edit

This month, we delved into integrated marketing campaigns with a purpose. We discussed how marketing mediums are used differently across the same campaign, translating the same key message through targeted content and design.

From Book to Brand

Charl kicked off this month’s meeting with the American musical drama, Daisy Jones & the Six, and the successful marketing efforts of Amazon Prime. Based on a book by Taylor Jenkins Reid, the series follows the story of a rock band in the 1970s.

To promote the series, a marketing campaign was created that translated across print, social media, billboards and merchandise. The marketing materials included an album of the songs that appear on the show, promoting it as if Daisy Jones & the Six were a real band. With such strong branding, the campaign was kept consistent and recognisable for the audience – with the logo taking prominence on billboards, tote bags and album covers.

To keep the campaign alive, TikTok was used to show the relationship between the book and the series. The visuals show the pages of the book alongside the acted scene, accentuating the synergy between the two.

The Elephant in the Room

This month, a tiny elephant caught Sylvie’s attention. To get back to the core of TSB and their purpose – to help all individuals, existing customers or not, feel more confident with their money so they can get more out of life – its creative agency has created a standout brand character, aptly named ‘Tiny’.

The marketing campaign included a video ad, billboards and digital advertisements. Each medium is used differently to cover the whole campaign message, with a clear-cut purpose of wanting to help people through cost-of-living adversity.

The video ad focuses on a two-hundred-year-old metaphorical idiom of the ‘elephant in the room’, bringing in comical elements to ease the conversation around money worries. Whilst the billboards are more striking, using graphic design to juxtapose the ‘towering beast’ of monthly takeaway bills and a cute, pink elephant who is there to help you.

The social ads take a softer approach, with a kinder colour palette of light blue, pink and white. Social has been used as a space to offer support and advice, a place where the audience can relax and get away from their worries. We’re all for it – #BringBackTheMascot.

The Heart of Brixton

Lewis shared the nationwide comms campaign of authentic, easy-drinking beer company Brixton Brewery with us this month. The brand wanted to raise awareness without forgetting its roots. So, the campaign focused around the community aspect of the brand and its local town.

Through advertising, content, strategy and digital design, the campaign was born. And so was the Electric Collective – a dedication to supporting the best of up-and-coming local Brixton talent. This was translated through a short film performance from South London’s Miss Yankey, out of home posters, a huge mural and full station takeover.

The whole campaign absorbed the rich culture of Brixton, while raising awareness of the brand across the UK. And now we really fancy a pint.

Cuthbert vs Colin

Zoe talked about something we’re all very familiar with – the caterpillar cake war between Aldi and Marks & Spencer. Back in 2021, M&S launched legal action against Aldi over a claim it infringed a trademark on its Colin the Caterpillar cake.

Aldi worked quickly to control the narrative which was highlighted to the press. Rather than focus on fighting back, the popular supermarket brand focused on winning the public opinion. Launching the campaign #freecuthbert, its creative agency crafted the most effective social media campaign in its history.

In more recent months, you might have seen the latest ad from Aldi, featuring Cuthbert – an actor in a caterpillar costume – at a party with his friends Wiggles (Sainsbury’s) and Morris (Morrisons) each tasting the M&S and Aldi cakes. TikTok has had 3 million views, while the original video has been liked more than 260k times and shared by more than 27.6k people.

The tone of the advert is playful and fun rather than insulting and derogatory, which is a route they could’ve taken. But by using humour and empathy, Aldi remains a ‘lovable disruptor’ brand, increasing its popularity with consumers.

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