How to transform a simple advertising campaign into a global viral phenomenon? In the age of digital, social networks and conversational marketing, certain brands have been able to break traditional codes to make a lasting impression. From the interactivity of Tipp-Ex to the offbeat humor of Michel and Augustin, including the bluffing of Carambar or the raw emotion of GoPro. Discover 14 legendary advertising campaigns that have perfectly mastered the art of buzz and engagement. A look back at essential textbook cases that continue to inspire today’s marketing.
1. The Michel et Augustin brand and the “bout de ficelle” spirit
The two thirty-somethings at the head of Michel et Augustin, a brand of homemade yogurts and biscuits, were inspired by the famous American ice cream brand Ben & Jerry’s. The two leaders do not hesitate to present themselves in a good-natured spirit. Thus, in their videos which have become cult, they are ready to undress in a supermarket or in the street. But always accompanied by a drawn and easily identifiable cow. The parodies and events are filmed and posted online on YouTube or Dailymotion, creating immediate proximity. The relay in the media does the rest.
2. The French Slip of the presidential campaign or the power of a parody
During the 2012 presidential campaign, the French underwear brand Slip Français launched a parody of a presidential advertising campaign to promote its tricolor underwear. The parody had a memorable snowball effect on YouTube and Dailymotion, permanently establishing the brand in the French landscape.
3. The Nespresso saga and the impact of celebrity
Nespresso or “chic capsule coffee” has used the image of George Clooney for many years. It is the impact of celebrities in positioning the brand that becomes interesting here. George Clooney, world-famous star and ambassador of chic, elegantly fades away in front of the celebrity of the Nespresso brand.
4. Powerbalance or product placement
Powerbalance, the brand of bracelet with alleged magical and energetic effects? Despite criticism and skepticism, she pulled off a masterstroke with excellent product placement. At many sporting events, tennis players or football players could be seen wearing a Powerbalance bracelet. It subsequently became a real fashion accessory thanks to the many celebrities who wore it, without any traditional advertising being necessary.
5. The Internet user participates in the scenario with Tipp-Ex
Advertising for the Tipp-Ex brand literally invaded social networks when it was launched in 2010, quickly posting more than 50 million views. The key to such success? The originality and humorous tone of the video. This featured a bear and a hunter and left it up to the Internet user (in the white bar erased by the Tipp-Ex) to decide what the bear would do. Once the action was typed, the bear executed it. Thanks to its two heroes and a brilliant and adaptable interactive concept, this campaign remains a textbook case.
6. Go Pro and its “Fireman saves kitten” ad
The advertisement titled “Fireman saves kitten” is a short film that the GoPro brand took from the web to promote its equipment. Originally, a firefighter in the line of duty, equipped with a GoPro camera, films his heroic act (saving a kitten from a fire) and posts the footage online. This ultra-moving video has been shared more than 1.2 million times since its release in 2013 and has tens of millions of views on YouTube. An authentic and global buzz!
7. Orangina is scripted thanks to YouTubers
“The world is in danger, a huge bug has hit the web”this is how the Orangina advertising began, which enjoyed immense success in 2013. It was in collaboration with the star YouTubers of the time (Studio Bagel and Golden Mustache) that Orangina produced a short film which instantly exceeded 750,000 views. A very strong strategic choice, since these two humorous collectives already brought together hundreds of thousands of subscribers.
8. Evian or feelings
The Evian brand had a genius idea by carrying out its campaigns with swimming or dancing babies, a concept that it has continued to successfully implement for many years. The brand has found the perfect emotional vein to generate millions of views on YouTube with each new edition.
9. The humorous shift
Volvo did not hesitate to use offbeat and spectacular humor to promote its truck division by asking actor Jean-Claude Van Damme to do his legendary splits between two vehicles in reverse. A masterful publicity stunt, the video having been viewed more than 100,000 times in less than eight hours when it was posted online.
10. Tropicana or the advertising campaign on social networks
Tropicana, to launch its low-fat product, skilfully capitalized on New Year’s resolutions. 50 good resolutions were relayed on Twitter, followed by feedback to explain small daily deviations. The temptations were then transcribed into humorous videos on YouTube. A perfectly orchestrated cross-channel campaign combining Facebook, Instagram and Twitter.
11. Airbnb and conversational marketing
During the Oscars ceremony in the United States, the brand spoke directly to its audience by asking a simple question: “Which movie would you like to live in?” ». Airbnb used the power of Twitter to do this with the hashtag #LiveInTheMovies.
Result :
- more than 63 million impressions generated,
- the #Creativity Award awarded by Twitter
- a prestigious Silver Lion in Cannes.
12. The best job in the world (Queensland Tourism)
Launched at the beginning of 2009, this advertising campaign in the state of Queensland in Australia generated incredible buzz. Using job advertisements and advertising spots, the operation aimed to recruit the guardian of a paradise island. The position was presented as “the best job in the world”. This genius marketing move was a worldwide success. It won the Grand Prix at the Cannes International Advertising Festival and generated over €100 million in benefits for Australian tourism.
13. The end of jokes (Carambar)
There is sometimes a fine line between bad buzz and a genius marketing campaign. The Fred & Farid agency played on this ridge line to orchestrate an original operation. By announcing the end of the famous jokes on its packaging, the brand provoked anger and thousands of reactions from dissatisfied Internet users. She then revealed that it was actually the biggest prank in Carambar history. By taking the risk of controversy, the brand has managed to make people talk about it like never before.
14. Share happiness (Coca-Cola)
Even for a super-powerful global brand, innovating in marketing remains a challenge. However, it was the successful bet of this campaign which offered consumers the opportunity to share happiness by personalizing the bottles with first names or messages. The bottles sold have thus become real communication media, considerably strengthening the emotional bond between the brand and its customers.
