As 2016 draws to a close, we take a look back at the highlights of another wonderful year. For good or bad, 2016 is a year that will be permanently etched into our minds. Whether you remember it for momentous political developments, deaths of inspirational figures, or fairytale sporting triumphs, this year will not be forgotten in a hurry.
But 2016 is also worth remembering for something slightly closer to home, and as we’re firmly into the countdown to Christmas and preparing to celebrate the arrival of a new year, now seems the perfect time to reflect on the past 12 months of the marketing world – and what a year it has been!
January brought with it new targets and fresh ambitions. Having enjoyed a prosperous 2015, the New Year promised another exciting journey ahead for all marketers worldwide. Below are a two marketing campaigns that really stood out in 2016:
Vote Leave: Take Control
As much as it may pain some to admit, the Vote Leave campaign was one of the most effective of the year, resulting in the UK voting for Brexit by a margin of almost 52% to 48%. And it did that despite ´the remain campaign´ being odds-on favourite to win at the start and having the backing of the then Prime Minister, David Cameron.
What ´Vote Leave´ did so well was tap into a growing concern among many in the UK around immigration, push ideals around sovereignty and promise money to the national treasure that is the National Health Service.
The Brexit campaign boiled down to the marketing holy grail of identifying your audience, understanding how to engage with those segments and hitting them with exactly what they want to hear.
Although the campaign was a success the repercussions for marketers aren’t as clear cut, as it’s set to be a rollercoaster for marketing budgets, mixed with general uncertainty and the start of a pricing headache for marketers, thanks to a weak pound.
Coca-Cola: Taste the Feeling
In January, Coca-Cola collected together the world’s press in Paris to reveal an overhaul of its advertising. The fizzy drinks giant decided to take its ‘One Brand’ strategy global, bringing its four product variants – Coca-Cola, Diet Coke, Coca-Cola Zero Sugar and Coca-Cola Life – all under one roof as opposed to being marketed separately.
Any Coca-Cola news is big in the marketing world. But this was one of the biggest announcements the brand had made in recent years as it totally overhauled its strategy and message in response to a challenging sales environment.
Twelve months on, the brand boasted the campaign has made a promising start.
When reviewing the successful campaigns of 2016, it would be possible to focus on thousands of schemes. These two however, have been the most media covered with obvious results. Should you be searching for SEO services then consider Jubilant Web, if you´re looking for a personal and efficient service.