What is a Marketing Campaign?

Learn about Marketing Campaign with Jason Lee!
YouTube video
It’s a guy thing 2003

Case breakdown: Movie It’s a guy thing

The scene that you just saw shows how Paul (Jason Lee) is being asked to give a presentation on their advertising campaign. Although he seems to be having some problems. All he can muster to say is that the company is witnessing steady growth over the last 6 months as the campaign has been running.

What is a Marketing campaign?

Marketing campaign promotes goods and services through television, print media, radio, or online platforms. A marketing campaign can include:

Marketing campaigns can be designed with different end-result in mind. It could be for introducing a new product, promoting new services, building brand image, or reducing the impact of negative news. Small companies can either email, create flyers, and posters, or run a media campaign across social media. Companies should also be able to handle the influx of any sales generated by these campaigns. Big business houses also resort to product placements.

Example:

Aflac Insurance company came up with an advertising campaign in the late 90s. It was called the Aflac duck campaign. One of the agencies was the New York-based Kaplan Thaler Group, whose creative guys came up with the idea of the Aflac Duck because they’d been having a hard time remembering our name. One day, one of them asked, “What’s the name of the account we’re pitching?” A colleague replied, “It’s Aflac—Aflac—Aflac—Aflac.” Someone said that he sounded like a duck, and the idea was born.

Aflac’s sales doubled and its brand recognition went from under 10% to 90% due to this marketing campaign. Hence companies need to be mindful when running their marketing campaigns and sometimes go with their gut feeling.

Here is the ad campaign:

YouTube video

References:

https://www.foxcarolina.com/the-aflac-duck-is-20-years-old-heres-how-hes-changed-the-insurance-world/article_b5024a6d-e3e2-5004-bde9-cdb99ac03ced.html

https://hbr.org/2010/01/how-i-did-it-aflacs-ceo-explains-how-he-fell-for-the-duck

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