GoPro Awards: User-Generated Content

The Swedish company IKEA has launched a marketing campaign with the slogan “Build a better life.” It’s a powerful message that conveys positive emotions to the public. The ads emphasize the importance of the home as a reference point for facing major life changes.

The two spots in the campaign refer to actions with a social or sustainable impact: reusing household items, in one case, and sharing with neighbors, in the other. The announcer’s tone of voice reflects well-being, which is the key to the advertising campaign.

In 2004, Dove’s “For Real Beauty” campaign marked a milestone in marketing. The company based its research on a study that concluded that only 2% of women identified themselves as beautiful. Faced with this, it decided to launch an advertising campaign starring six women with average physiques. This campaign was the origin of a “Self-Esteem Movement” that became associated with this cosmetics brand.

Dove’s marketing message is clear: the concept phone number list of feminine beauty is too restrictive and must change. In this way, the brand connects with a deep concern of its female target audience and leaves a profound impression. As indicated in the previous section, the message even extends to the shape of the packaging.

The Red Bull energy drink brand is an example of targeted positioning. With a name and logo that convey strength and energy, this brand’s marketing campaigns are based on creating unique experiences.

In addition to advertising campaigns featuring the slogan “Red Bull gives you wings”—mainly on television—a large part of Red Bull’s marketing campaigns are linked to event sponsorship, always associated with adrenaline rushes and strong emotions. For example, the first freefall jump from the stratosphere , which in 2012 was a significant event worldwide.

GoPro is an example of a user-generated content campaign

GoPro Awards: User-Generated  This camera company, which the influence of social networks produces high-quality videos and photos in extreme situations, has a similar target audience to Red Bull, but in this case, the focus of the marketing campaigns falls on ordinary users.

Their #GoProAwards social media marketing campaign focuses on promoting the best photos created by GoPro camera users, with cash prizes. This way, they feed their social media channels like YouTube and Instagram with authentic content and generate a sense of community around the brand.

In 2016, the Dutch airline KLM hosted an botswana business directory anonymous Christmas dinner at an airport.