20 Different Types of Marketing Campaigns With Examples & Ideas
Marketing campaigns are essential for businesses to establish their presence, attract customers, and drive conversions. In today's highly competitive market, it's crucial to employ different types of marketing campaigns to stand out from the crowd.
This article explores 20 of these methods, as well as giving successful marketing campaign examples, each with its own unique approach and purpose.
Whether you're a seasoned marketer or just starting out, this comprehensive guide will provide valuable insights and inspiration to craft successful marketing campaigns that resonate with your target audience.
So, let's dive in!
What is a marketing campaign?
A marketing campaign is a series of strategic and coordinated activities that promote a product, service, company, or brand. The ultimate goal of a marketing campaign is to build brand awareness, generate interest, and drive desired actions, such as making a purchase or signing up for a service.
Marketing campaigns utilize various channels, such as traditional advertising, digital platforms, social media, email marketing, events, and more, to deliver consistent and persuasive messages. Successful marketing campaigns leverage creative storytelling, compelling visuals, and effective communication to connect with consumers, build brand reputation, and achieve measurable results.
The components of effective marketing campaigns usually include, but are not limited to:
Campaign objective: A clear and specific goal that outlines what the campaign aims to achieve is your marketing objective. This can be increasing brand awareness, generating leads, boosting website visitors, etc.
Key Progress Indicators (KPIs): The end goal of the campaign shouldn't be abstract. It should be measurable, and you should define the metrics (KPIs) that will be used to track progress. For example, if your objective is to raise a brand's awareness, then you can measure organic traffic on your website.
Target audience: Once you define your objective and how you plan to measure it, it's time to focus on your audience. You need to understand and identify the specific group of people you plan to reach or engage with. To make your campaign successful, you need to understand the demographic, behavior, needs, and preferences of your target audience.
Channels and platforms: Do you plan to use social media to run your campaign or Google? You should prioritize the channels that seem to be the most relevant to your audience. For example, if your target audience consists of tech-savvy millennials, prioritizing channels like social media platforms, YouTube, and online influencers could effectively reach and engage them.
Content format: Seasoned marketers often use various formats in one campaign. For example, they won't limit their brand awareness campaign to social media only, but their marketing strategy will also include email marketing, videos, blog posts, and even user-generated content.
Creative Assets: Once you know what kind of content you want, you'll need to develop visual and textual materials (aka creative assets) that convey the campaign's messages. This includes designing eye-catching graphics, creating engaging videos, and writing captivating copy.
Budget: Even though you can achieve good results with organic marketing, many companies still opt for paid advertising. So, you'll need to allocate financial resources for your marketing efforts.
Team: In order to get any of these previously mentioned steps done, you need to designate people to work on different aspects of your campaign. You should know in advance who creates content, who does the reporting, and who will take care of the design.
High level campaign marketing ideas
Now, let's start with what you came for - different types of campaigns and marketing campaign ideas. In general, marketing campaigns can be divided into three categories:
Channel-specific campaigns
Tactic-led campaigns
Objective-defined campaigns
Let's explain each category in more detail.
Channel-specific campaigns
Channel-specific campaigns are marketing campaigns that focus on utilizing a specific marketing channel or platform to reach people and promote your products or brand. These campaigns are often tailored to the characteristics and behaviors of the audience present on that specific channel.
Here are marketing campaign examples for this specific category:
Social media campaigns
PR campaigns
Email marketing campaigns
Pay-per-click (PPC) campaigns
Video campaigns
Offline marketing campaigns
Tactic-Led Marketing Campaigns
As you can guess from the name, tactic-led marketing campaigns revolve around a specific tactic or approach. A marketing agency or a marketing expert will choose a tactic and build the entire campaign around it - the messaging, creative elements, and channels.
This type of campaign model can be further divided into:
Collaboration marketing campaigns
Influencer marketing campaigns
User-generated content campaigns
Anti-marketing campaigns
Content marketing campaigns
Gamification campaigns
Contest marketing campaigns
Guerilla marketing campaigns
Seasonal push campaigns
Objective-defined campaigns
Objective-defined campaigns are marketing campaign types that are driven by a specific objective. When running this type of campaign, all marketing activities, strategies, and tactics are aligned to achieve the main objective.
Here are several examples of objective-defined campaigns:
Brand awareness campaign
Lead generation campaign
Product campaigns
Sales campaigns
Rebranding campaign
What are the different types of marketing campaigns?
As you can see from our list above, there are various types of campaigns in marketing that businesses can deploy to achieve their marketing goals. These campaigns encompass diverse strategies, channels, and creative approaches, allowing companies to connect with their target audience in unique ways. In this section, we'll explain each type of campaign in detail and provide examples of successful marketing campaigns.
1. Social media campaigns
Social media marketing campaigns are used to reach people on various channels, including Facebook, TikTok, Instagram, Twitter, and even LinkedIn. These types of marketing campaign can be published organically (for free - you just post the content on your social media channels), or you can run a paid ad campaign.
These campaigns can have various objectives, such as raising brand awareness, driving website traffic, generating leads, or encouraging specific actions. Social media campaigns often involve creating and sharing compelling content that resonates with your audience, including images, videos, and posts.
Additionally, you can track your investment in your social media presence with tools like Social Status.
Social media marketing campaign example
Planet Fitness is an excellent example of a company that effectively capitalized on the challenges posed by the COVID-19 pandemic and social media campaigns. As a popular gym chain in the United States, Planet Fitness had to adapt its approach when faced with pandemic-induced closures.
They started offering daily classes on Facebook Livestream, keeping their members motivated and attracting new ones. This successful campaign garnered thousands of views per video and received rave reviews. Planet Fitness retained their existing customer base and gained new customers.
2. PR campaigns
PR campaigns are marketing efforts that shape how people see a company, brand, or person. This is one of those types of campaigns that aims to build a good reputation, create positive connections with the target audience, and influence public opinion.
PR campaigns utilize various communication channels, such as media outlets, press releases, social media, events, and community engagement.
PR marketing campaign example
Image Source: Spotify
Spotify's Wrapped campaign is one of the most famous PR campaigns. At the end of the year, it gives users a personalized summary of their listening habits, including top artists, songs, genres, and total listening minutes on the platform. The campaign presents the data in visually appealing graphics that users can easily share on social media.
Spotify's outstanding PR campaign generates excitement and anticipation each year. By encouraging users to share their results on social media, it amplifies awareness and fosters a sense of community.
3. Email marketing campaigns
Email campaigns are one of the most effective marketing tools, as more than 4 billion people use emails daily, according to Hubspot. This type of campaign allows brands to stay in contact with current customers and prospects through targeted and personalized communication.
Email marketing campaigns can effectively capture recipients' attention and drive desired actions by utilizing compelling subject lines, engaging content, and clear call-to-action buttons.
Email marketing campaign example
Image Source: Pinterest
Netflix is well-known for its mail marketing that drives engagement. They often provide personalized recommendations for new shows based on the customer's viewing history. The email features visuals, a trailer prompt, and enticing CTAs to motivate recipients to visit Netflix and take action.
4. Pay-per-click (PPC) campaigns advertising campaigns
PPC campaigns are paid ads where advertisers pay every time there is a click on their ad. Pay-per-click campaigns are commonly used on search engines like Google, where an ad pops up when a person types a relevant query. These ads can also run on social media platforms.
The main objective of these campaigns is to drive targeted website traffic. Pay-per-click campaigns are an effective way to increase visibility, generate leads, and drive conversions by reaching the right audience at the right time with targeted ads.
PPC advertising campaign example
Kleenex does a great job with paid advertisements in general. The company developed a tool that predicts cold and flu outbreaks. Once they have the data, they make the most of their social media and pay-per-click ads in areas with active outbreaks. This boosted the company's sales by 40%.
5. Video advertising and promotional campaigns
Videos capture attention, evoke emotions, and deliver information in a visually appealing and engaging way. Whether it's a product demo, a customer testimonial, or a brand story, videos can leave a lasting impact on viewers.
In addition, 68% of marketers claim that the ROI of video marketing is better, especially on YouTube.
Video promotional campaign example
One brand is likely to stand out when the holiday season comes around - Coca-Cola. The company always surprises its customers with uplifting and emotional video content. Coca-Cola won people's attention with their commitment during the season of giving, appearing more generous and human to their customers.
6. Offline advertising campaigns
Offline campaigns are executed through traditional offline channels rather than online platforms. These campaigns aim to reach and engage the target audience through print advertisements, billboards, television commercials, radio spots, direct mail, and in-person events.
Offline ad campaign example
To generate buzz for the new series, The F Word, Fox TV's marketing team placed interactive posters throughout Los Angeles. These posters featured a live video feed and microphones, enabling unsuspecting pedestrians to engage in real-time conversations with the show's host, Gordon Ramsay. This unique integration of digital and offline strategies showcases the power of engaging the audience through novel experiences.
Now, let's explore tactic-led marketing campaigns.
7. Collaboration marketing and branding campaigns
Collaboration marketing campaigns involve partnering with other businesses or brands to create joint marketing initiatives. Collaboration campaigns aim to expand reach, increase brand visibility, and drive mutual benefits for all parties involved by combining resources, expertise, and audiences. These campaigns can take various forms, such as co-branded content, joint events, or cross-promotions.
Collaboration branding campaign example
One of the best-known examples of collaboration marketing is the Spotify-Uber partnership. Uber started offering its users the ability to enhance their riding experience by streaming personalized Spotify music during their rides. Meanwhile, Spotify gained a new distribution channel.
8. Influencer marketing campaigns
An influencer marketing campaign refers to a brand or company partnering with an influential individual to promote products or services. This allows businesses to reach a larger audience, but also build credibility.
This type of campaign also allows brands to tap into an influencer's follower base and engage with that audience in a more personal and relatable way.
Influencer promotional campaign example
One famous example of an influencer campaign is when NordVPN teamed up with PewDiePie, a famous YouTuber, to promote their special offer. Ultimately, this video had more than four million views and 11,000 comments.
Besides PewDiePie, NordVPN teamed up with many other YouTubers mainly to promote their limited-time offers that could be accessed from the influencer's video description.
9. User-generated content (UGC) promotional campaigns
UGC campaigns rely heavily on real users of the product or service being promoted. These campaigns work by having the brand invite its users to create content and share it online. This content is usually in the form of images, videos, reviews, or other digital media that help promote a product or service.
Sometimes, users dislike campaigns that try too hard to promote a brand, product, or service. This type of campaigns are incredibly effective and can boost the brand's trustworthiness since the content comes from a reliable source - real users.
Example of UGC types of marketing promotions
Remember the viral challenge from a few years ago - the ice bucket challenge? ALS Association originally started it to spread awareness of neurodegenerative disease and raise money.
In the end, more than 440 million people created content for the challenge, and those videos earned 10 billion views. This resulted in a nearly 2,000% increase in donations for ALS for one reason - real people, not actors, generated all the content.
10. Anti-marketing advertising campaigns
Anti-marketing advertising campaigns have an exciting approach. Instead of using conventional marketing tactics to show the product or company in the best possible light, marketers turn to reverse psychology and sarcasm to attract customers.
This type of advertising is a breath of fresh air, as most brands use positive tone and messages and try too hard to sell a product.
Anti-marketing type of advertising campaign
Everyone has heard of Marmite. Some people love it, some people hate it. And, back in 1996, the brand decided to accept the fact that not all people are going to like it. So, they took a bold approach and highlighted this issue with their well-known slogan "Love it or hate it."
11. Content marketing campaigns
Content marketing campaigns revolve around, well, creating any type of content consistently. However, the content should be informative and create value for the audience. The campaigns focus on delivering information, entertainment, or educational content that aligns with the audience.
Content marketing is considered to be a type of digital marketing, as the campaigns utilize channels such as blog posts, videos, social media, ebooks, webinars, and more.
Content marketing campaign example
A great example of content marketing campaign would be Canva's Design School. The brand constantly publishes educational content that provides value to its users. They focus on teaching their audience to create engaging designs on the platform, and they make sure to release new content regularly.
12. Gamification promotional campaigns
Gamification refers to turning a certain process into a game. In marketing it means including game elements, such as scoring points or leveling up, into campaigns. This undoubtedly boosts user engagement and drives conversions.
Gamification marketing campaigns include website games, virtual badges, completion meters, and even loyalty programs.
Examples of gamification marketing campaigns
One of the most popular examples of gamification in marketing would be the Starbucks Rewards app. The idea behind the app is to reward the customers with stars after every purchase. Once they collect enough stars, they can redeem them for drinks or food.
13. Contest Marketing Campaigns
You must have seen this type of campaign on your social media a thousand times before. These campaigns usually include a post on social media (by a certain business) that offers prizes if you like the photo, share it on your story, follow the page, or tag your friend in the comment section.
As silly as this may seem to you, these types of campaigns are incredibly effective for gaining new followers and increasing brand awareness by sharing that particular post to people who maybe haven't heard of the brand before.
Examples of contest marketing campaigns
It's really difficult to single out one campaign of this type. These are mostly giveaways by restaurants, stores, hotels, or even travel agencies that will give their product or service for free to a lucky winner.
14. Guerilla advertising campaigns
Guerilla advertising campaigns are very similar to anti-marketing campaigns. Their main aim is to create something new, unusual, and memorable. This type of campaign is often regarded as "high-risk, high reward," as these campaigns aim to get plenty of free coverage across media.
Guerilla ad campaign example
Brands spend thousands of dollars to get media coverage. However, Cards Against Humanity earned free media coverage with their guerilla campaign. In 2016, they convinced the public to donate $104k to dig a hole for no apparent reason. This story appeared on dozens of websites, news, and forums and is regarded as one of the highest ROI brand awareness campaigns ever.
15. Seasonal push campaigns
Some businesses profit the most from a seasonal influx of business. This often includes restaurants and various stores. Seasonal push marketing campaigns aim to convert prospects into buyers during, for example, holidays or other peak seasons.
Seasonal push campaign examples
You must have seen billboards and social media posts during the holiday season that promote special sales and discounts for certain products or services. Retail chains and restaurants most often benefit from seasonal promotions, so they would be the best examples of seasonal push campaigns.
So, we've covered many different types of advertising campaigns. Now, it's time to go over our last category - objective-defined campaigns.
16. Brand Awareness & Branding Campaigns
Brand awareness campaigns are designed to increase brand recognition among its target audience. The primary goal is to enhance the visibility and reputation of the brand in the market.
These campaigns typically employ various marketing channels and tactics (mentioned above) to create a strong brand presence and capture the attention of potential customers. The focus is to consistently expose the target audience to the brand's name, logo, tagline, and key messages to ensure the brand is memorized by the audience.
Branding campaign example
Image Source: CampaignLive
I'm lovin' it.
Just do it.
The happiest place on Earth.
Do these taglines ring a bell? Of course they do! Whenever you see a McDonald's or Nike billboard with their logos and taglines, you're seeing examples of successful brand awareness campaigns. With these campaigns, the companies are not trying to sell you anything directly. They're just making sure to remain memorable.
17. Lead Generation Campaign
A lead generation campaign is a marketing strategy that aims to attract and capture the interest of potential customers for a product or service. The main goal is to collect contact information from interested individuals, so businesses can nurture them and guide them through the sales process.
Businesses most often provide valuable content or incentives to motivate people to take action, such as filling out a form, such as Clearbit forms, subscribing to a newsletter, or requesting information. This collected data is used to follow up with leads and personalize marketing efforts.
Lead Generation Campaign Example
One example of a successful lead generation campaign is HubSpot's Inbound Marketing Assessment. HubSpot, a leading provider of one of the leading marketing CRM and automation software, developed an interactive tool that allows businesses to assess their current inbound marketing strategies and identify areas for improvement.
To access the assessment, users were required to provide their contact information. Upon completion, users received a detailed report outlining their inbound marketing performance, along with personalized recommendations and insights.
HubSpot's Inbound Marketing Assessment campaign successfully generated leads, established HubSpot as a thought leader, and allowed company to nurture relationships with prospects and drive sales.
18. Product promotional campaigns
Product marketing campaigns focus on promoting specific products or services to target customers. These campaigns are mostly used before product launches and they aim to create awareness, garner attention and get people excited about the product, and ultimately drive sales for the product.
Product promotional campaign example
An excellent example of product campaigns would be Apple. Every year, prior to launching a new iPhone, the company creates anticipation and excitement around the new smartphone's cutting-edge features.
Apple launches campaigns that utilize social media, television commercials, and online platforms to highlight the unique selling points of the new iPhone model. Such comprehensive product campaigns successfully attract customers and drive sales upon the smartphone release.
19. Sales marketing campaigns
Sales marketing campaigns help drive immediate sales and revenue for a service or product. Marketers employ various strategies for sales campaigns, such as discounts, limited-time offers, and persuasive messaging. The primary objective of sales marketing campaigns is to create a sense of urgency and encourage immediate action from potential customers.
Sales ad campaign example
An example of a successful sales marketing campaign is Amazon's annual "Prime Day" event. This campaign offers exclusive deals and discounts to Amazon Prime members for a limited period, typically spanning 48 hours.
By creating a sense of urgency and providing significant savings on a wide range of products, Amazon successfully attracts a large number of shoppers during this sales event. The "Prime Day" campaign is a great way to drive sales for Amazon and also incentivize new Prime memberships and strengthens customer loyalty.
20. Rebranding advertising campaigns
Rebranding advertising campaigns are marketing efforts undertaken by companies to revitalize their brand image and perception among their target audience. These campaigns involve a strategic shift in brand messaging, visual identity, or positioning to better align with the evolving market trends, consumer preferences, or company goals.
Rebranding advertising campaign example
A brand well-known for its rebranding campaign is Old Spice. In the early 2000s, Old Spice was regarded as a traditional brand catering to older generations. To change this perception, the brand launched the "The Man Your Man Could Smell Like" campaign, featuring memorable commercials with a stunning model.
The commercials appealed to both men and women, and the campaign became a viral sensation. The rebranding efforts helped Old Spice establish a fresh, contemporary image and significantly increase sales and market share.
Key takeaways about the different types of advertising campaigns
In conclusion, marketing campaigns play a vital role in establishing brand presence, attracting customers, and driving conversions. By utilizing different types of marketing campaigns, businesses can effectively reach their target audience and achieve their marketing goals.
Whether it's social media campaigns, PR campaigns, email marketing campaigns, or rebranding advertising campaigns, each type offers unique approaches and strategies to engage with consumers. With creativity, strategic planning, and a deep understanding of the target audience, marketers can craft successful campaigns that resonate and deliver tangible results.
We hope that our comprehensive guide provided valuable insights and creative marketing campaign examples to inspire marketers in creating impactful marketing campaigns that leave a lasting impression on their target audience.
So, let the power of proper campaign management in marketing propel your business forward and create meaningful connections with your customers.
And, don't forget - you don't have to do it all by yourself! Make sure to find yourself the best campaign management software for your needs and take your marketing efforts to the next level!
