My favorite marketing campaigns

I like…

  • How Warby Parker hijacked New York Fashion Week by being a little naughty and a little ingenious.
  • How Red Bull completely sponsors entire sporting events and does crazy stunts like the Stratos jump
  • How Tesla pretends it doesn’t do any marketing while actually facilitating a massive word-of-mouth campaign, encouraging user-generated content and doing lots of interviews and such (big fan here both as a consumer and a marketer)
  • Steve Jobs’ epic product launches, of course. “One more thing…”
  • Victoria’s Secret’s annual fashion show– they managed to grow it into such an epic event, they actually make huge profits from tickets and advertising WITHOUT selling any product
  • Dropbox’s and PayPal’s referral programs. Ridiculously successful, and effectively launched both of those scrappy startups into billion dollar co’s.
  • TOMS, for the way they bake the social/storytelling aspect into their business model: “buy a pair, give a pair”. People are instantly willing to spend more because they get to feel good doing it
  • GoPro – “Be A Hero”. Creating user-generated content and framing it as something aspirational. (Their competitor Contour had arguably a better product when they were starting out, but the marketing wasn’t as powerful. Contour’s founder actually said so!)
  • Tinder – they had a chicken or egg problem when they were starting out, like all matching/marketplace type services do. The founders would go to sororities to give talks, and then get all the girls to sign up. Then they’d go to the boys and show them all these girls… bingo. Also they’d host parties where you had to download the app to get in.
  • CrossFit – the genius is in how it’s franchised out, allowing people to form their own little cults and clans all around the world. And there are all these little details that add to it– the workout of the day, which makes people feel like they have to keep up, and the annual games, which adds a competitive/aspirational streak
  • Gmail, Facebook – it’s easy to forget that both of these services were actually pretty hard to get into in the early days– they were exclusive and you had to get invites or have the right email address
  • BlendTec – have you seen the videos? You’ve seen the videos.
  • PornHub – PornHub just keeps churning out one genius marketing campaign after another. They’ve mastered the art of making newsworthy announcements (ie “Give America Wood” – for every X amount of views on a certain category, they’ll plant 100 trees, etc)

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