5 Ad Campaigns Inspired By Powerful Consumer Insights

Marketing
4 min. read

Lorna Keane / April 03, 2017

A successful marketing campaign moves and inspires, resonating deeply with a brand’s target audience. But having the power to reach out and touch consumers in this way relies on inspiring consumer insight, rooted in complex data. Giving marketers the tools to create the ideas that work, in-depth audience data is often where the best campaigns begin. Just one fundamental truth about your consumer can inspire a powerful message that lasts. So what insights are sparking the most creative ideas in today’s marketing world? Here, we take a look at five successful ad campaigns with insights at their core.


Activia: It Starts Inside


The Campaign

In February 2017, Activia launched its ‘It Starts Inside’ rebranding campaign. The work was designed to spark conversations and encourage women to achieve their full potential, inspiring them to rise above their ‘inner critic’.

The Insight

A study conducted by Activia and research partner GlobalWebIndex revealed that 80% of women in the U.S. aged between 25 and 55 agree that they are their own worst critic.

Why it Worked

The campaign features candid interviews with real women talking about their experiences with self-doubt as well as their strength and determination to achieve their goals. The “Don’t Tell Me I Can’t” video is an ideal example of audience-centric marketing at work, where people are at the core of the brand’s message. Appealing to viewers’ emotions in an effort to build radical empathy and shift perceptions of Activia as more than a mere product, but as “a product and platform to help women feel good inside and out”, it proves the power of insights that inspire.


Three: Holiday Spam


The Campaign

Three’s award-winning ‘Holiday Spam’ campaign promoted the mobile company’s offering that allowed customers to use their phones abroad at no extra cost. The campaign featured a series of 60-second TV ads showing travellers sending clichéd holiday photos to friends and family members back home.

The Insight

Inspired by genuine insight into people’s behavior while on holiday, the campaign hinged on the knowledge that we love to brag! Tracking the mobile data usage of a group of customers abroad, they found that they used 71 times the amount of data they would have used had they been charged as normal – most of which was used to post holiday snaps on social media. The creative tapped into this finding, warning UK viewers to expect an onslaught of ‘holiday spam’ photos, thanks to the new offer.

Why it Worked

Another prime example of marketing that works driven by insights, this campaign successfully tapped into their audience’s behaviors and perceptions around the quantity of clichéd holiday snaps being shared on social media daily. Using this insight to drive awareness of their unique proposition and appeal to the emotions of their target consumers, the campaign led to a 90% increase in Three’s social conversation volume, higher brand metrics, and customers saving a collective £2.7bn on roaming charges.


Beats by Dr. Dre: Hear What You Want


The Campaign

The 2014 ‘Hear What You Want’ campaign by Beats by Dr. Dre and R/GA featured U.S. athletes wearing the headphones to help them get ‘into the zone’, drowning out the voices of their critics and rivals to focus on positive and motivational thoughts before competing.

The Insight

Having conducted research into the listening habits of athletes, the team found how music was used to improve focus and build confidence.

Why it Worked

This creative work tapped into music’s power to move, inspire and embolden people, enabling them to find themselves and be the best they can be in any situation. The campaign helped Beats by Dr. Dre to become the number one selling headphone in North America and Europe prior to its acquisition by Apple for £3bn.


Nike: Find Your Greatness


The Campaign

When the London 2012 Olympics began, Nike released its ‘Find Your Greatness’ campaignencouraging everyone to excel as athletes, regardless of ability.

The Insight

It’s not just the championship athlete or record breaker that strives to push their own limits. With the knowledge that everyday athletes make up a large portion of Nike’s target audience, this campaign set out to encourage them to “achieve their own defining moment of greatness.”

Why it Worked

While the campaign’s inspiring message had mass appeal, it was developed with data-driven personas in mind. The campaign is an ideal example of marketing that resonates by appealing to the emotions of their target consumers, whilst challenging common perceptions of the brand – in this case, that it’s not just for professional athletes.


Pret: Little Veggie Pop-Up


The Campaign

Pret A Manger consistently offers some of the greatest examples of marketing that works for today’s consumers through their innovative campaigns hinged on insight. The Little Veggie Pop-Up campaign was created in response to the widespread surge in popularity of healthy and ‘clean’ eating to give their consumers more of what they want.

The Insight 

The team uncovered that just 39% of Britons now snack on cakes and sweet baked goods between meals – down from 51% the previous year, highlighting how today’s consumers only want to snack sensibly and with balance.

Why it Worked

Coupling this insight (and many others) with the recognition of fast-growing sales in veggie options, the campaign urged a mass shift in perceptions of the retailer as a mere snacking brand, while encouraging meat-eaters to see vegetarian and vegan options in a new light. By listening intently to their consumers, they created an audience-centric campaign that led to the shop becoming a permanent fixture due to popular demand, with more plans on the horizon.

Have something to add? Share your examples of marketing that works in the comments section below.

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