More than two years have passed since the beginning of the COVID-19 pandemic that disrupted people’s habits and daily lives worldwide. While this unprecedented crisis was particularly difficult for scientists, doctors, and medical staff — who often struggled on the frontline of the pandemic — it also posed issues for most industries fueling the global economy. Marketing is no exception to this new reality, especially because COVID-19 has already altered consumer behavior in the US and abroad. These changes are also expected to last long after the pandemic is finally over.
Marketers not only face new challenges linked to the numerous ways in which this crisis changed consumer behavior, but they also struggle to keep their brands relevant and desirable on multiple new levels. During lockdowns, consumers have altered their daily routines, changing how they engage with other people and their favorite brands. New digital marketing campaigns should reflect all these changes while also making room for the new trends that will probably appear while returning to normal. Creating good digital marketing campaigns in 2022 means focusing on the lasting effects of the pandemic but also passing on positive messages about the future. Here are three top advertising campaign ideas that may serve as inspiration.
Using nostalgia marketing to boost sales
After more than two years of lockdowns and multiple restrictions, it comes as no surprise that people return to their memories for comfort and hope. This is also true in marketing and sales, where nostalgia marketing can effectively motivate customers to buy more products. It’s a known fact that people purchase certain products or services because it can help them remember their childhood or another carefree period of their lives. After the COVID-19 pandemic, many people feel the need to return to better times — to days with fewer worries. Marketers can use this need to make their brands more relatable, fun, and even boost sales.
During the Super Bowl, Cheetos used this idea in presenting a new commercial featuring Mila Kunis, Ashton Kutcher, and Shaggy. The video was filmed as a remake of Shaggy’s 2000 top hit “It Wasn’t Me.” It was bound to inspire happy memories for many, considering the fact that the original music video now has more than 16 million views on YouTube alone.
Underlining authentic facts and feelings
Marketers already know one of the most important aspects of any advertising campaign, be it traditional or digital, is to focus on the advantages of a particular brand, product, or service. However, simply listing advantages may prove unsatisfactory or annoying for some customers. This is especially true after a global pandemic, when people may feel tired of constantly adapting to rules, to-do lists, and tasks. As a result, it’s becoming increasingly clear that customers now expect brands to speak authentically when generating the content, providing useful information, and listing their advantages.
Amazon did just that by designing its “Alexa’s Body” commercial, one of the best Super Bowl ads aired last year. Featuring Michael B. Jordan, the ad not only focuses on Alexa’s design, an important selling point of the product, but it also comes with the important advantage of being both funny and authentic.
Building a brighter future
Marketing has always focused on transmitting positive messages and helping brands inspire their customers. However, after the COVID-19 pandemic, people seem even more focused on their health and well-being, and making the world a better, safer place. Sustainability is one of the most important messages brands can transmit to their customers, and this could ramp up even more in the future. Recent studies show that diversity and sustainability are crucial aspects for consumers when deciding which brands to buy from. Moreover, younger customers are engaging with green concerns to a greater extent than older audiences, providing marketers with good reason to think this trend will persist.
Another great commercial designed last year was End Plastic Waste – Stan Smith, Forever by Adidas Originals. Not only does this ad present a more sustainable product, the new Stan Smith sneaker with 50% recycled materials, but it also features two important icons who deliver the message — Kermit the Frog and legend Stan Smith.
Why inspiration matters
2022 will probably be the first year when returning to normal is not only possible and probable. While this is undoubtedly good news for both marketers and customers everywhere, it also means new changes will be necessary when building a good marketing strategy or designing a great advertising campaign. However, by using nostalgia, authenticity, and sustainability as guidelines for their strategy, marketers can now rise to meet these new challenges, making sure their brands enjoy the attention they deserve.
