What can you learn from the most innovative brand campaigns of the year?

1 Be authentic

One of the key elements of a successful brand campaign is authenticity. Customers want to connect with brands that are honest, transparent, and consistent with their core values. A great example of an authentic brand campaign is Dove's Project #ShowUs, which features real women of different shapes, sizes, colors, and backgrounds, and challenges the stereotypes of beauty in the media. The campaign empowers women to celebrate their diversity and self-expression, and aligns with Dove's mission to make beauty a source of confidence, not anxiety.

3 Be relevant

A third factor that can make or break your brand campaign is relevance. Relevance means understanding your audience's needs, preferences, and pain points, and offering them solutions that match their expectations and context. A remarkable example of a relevant brand campaign is Spotify's Wrapped, which gives users a personalized summary of their listening habits and preferences throughout the year. The campaign leverages data, personalization, and social media to create a unique and engaging experience for the users, and reinforces Spotify's value proposition as a music streaming service.

4 Be adaptable

A fourth aspect that can enhance your brand campaign is adaptability. Adaptability means being able to adjust your brand message, tone, and delivery to different situations, channels, and audiences. A superb example of an adaptable brand campaign is Nike's You Can't Stop Us, which celebrates the resilience and perseverance of athletes amid the challenges of the pandemic. The campaign uses a stunning montage of video clips, a powerful narration, and a catchy slogan to convey a message of hope and solidarity, and adapts it to various formats and platforms.

5 Be impactful

A fifth characteristic that can elevate your brand campaign is impact. Impact means creating a positive change in your audience's behavior, attitude, or perception, and measuring the results of your campaign. A phenomenal example of an impactful brand campaign is Patagonia's Vote the Assholes Out, which urges customers to vote for candidates who support environmental policies and oppose those who don't. The campaign uses a provocative and bold statement, a clear call to action, and a strong brand purpose to influence the customers' decision making, and tracks the campaign's reach and response.

6 Be innovative

The final quality that can differentiate your brand campaign is innovation. Innovation means experimenting with new and emerging technologies, trends, and methods to create a distinctive and immersive brand experience. A dazzling example of an innovative brand campaign is Burger King's Whopper Detour, which uses geofencing, mobile ordering, and gamification to entice customers to order a Whopper for one cent from a nearby McDonald's. The campaign uses a clever and playful tactic, a compelling offer, and a seamless integration of digital and physical channels to create a buzz and drive sales.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?