If an ad from 15 years ago happened to us today, without notifying us, it is quite likely that the advertising would not work. The announcement would surely leave us cold and the message would not quite fit with what they were trying to tell us. It would be something almost to be expected: in recent years, advertising has changed, because consumers have changed and the expectations that consumers have about brand messages.As they point out in an analysis by CNBC, which has studied the most viral and successful campaigns of the decade, advertising has migrated the focus and the elements that lead to reach.In general, and as indicated in the analysis, the campaigns that have had the most impact and that have become viral have been those that have gone further. Advertising does not try to sell you only things, they explain, but it has also had an added element. The decade has been the golden moment of message advertising and of brands that take sides and get involved.In fact, the decade has been the time of publicity for women’s empowerment and feminist messages. The most popular campaigns of the decade and those that have managed to go viral – and in a positive way – did so with messages that invited us to rethink gender stereotypes and that invited us to see things in a new way.
One of the best examples is the #LikeaGirl campaign by Always, a Procter & Gamble sanitary Austria Phone Numbers List napkin brand that, despite being limited to certain markets, became famous globally. The response was very positive and even though it is a 2014 campaign, it still usually appears in the campaign listings.Consumers continue to remember it, and they do so in a positive way as well. As they explain in the analysis, it became the first sample of a global phenomenon. In fact, another of the most popular campaigns of the Barbie decade, one in which girls were invited to be what they wanted, follows in exactly that vein.Principles and policyThe most popular campaigns and those that have had a broader effect have been those that have been committed to principles. Brands have had to do politics this decade, despite their traditional reluctance to get involved with things and to clearly connect with a specific ideology.
Traditionally, it has been somewhat dangerous. During this decade, however, it has become what is expected of them.The degree of involvement has varied and the type of commitment as well. Some brands have been more open and clear about their political positions. Others have launched more transversal campaigns but that touched on a specific point, such as the environment, equality or the survival of small stores. The latter is what American Express did in the US at the beginning of the decade, with a campaign to encourage consumption in SMEs during the Black Friday weekend. Now the “Saturday of SMEs” is part of the consumption calendar of those days.The companies that have been involved with various issues have been many and of many sizes.
Coca-Cola, for example, in 2014, launched more than five years ago, an advertisement recalling the traditional weight of immigrants in the US population, just when the Trump administration was being more negative on immigration.Read the moment to recover positions And of course, reading the moment and connecting with it can become one of the clearest engines that will help to reposition brands and their messages. Knowing how to read the moment can make brands relevant again.This is what happened to Burger King, as you recall in the analysis. It is the brand that came back from the dead, having closed the previous decade at a time when its reputation and image were low. He did it thanks to some risky and fun advertising campaigns, but that connected very well with consumers and the cultural moment. The company has been the queen of viral year after year.