A Decade of Content
It’s fair to say that the world of content has grown massively in the past 10 years so here at iProspect we’ve summarised our favourite bits of content in the past decade. You should recognise some of the campaigns included but if you don’t, then make sure you check them out.
Dove – Campaign for Real Beauty
My favourite campaign from the past 10 years must be Dove’s ‘Campaign for Real Beauty’. The campaign first came into fruition within early conversations between Dove and Ogilvy & Mather (part of their ‘Beyond Compare: Women Photographers on Real Beauty’ in 2004) and has been an evolving success story ever since. The campaign strategically placed images of real and authentic women into the everyday lives of ordinary women and moved the needle forward in normalising the range of different female body types. However, wary that this may be perceived as a simple marketing ploy, Dove followed through by creating a fund and partnered with amazing organisations such as Girl Scouts and Girls Inc. Through these partnerships they were able to conduct workshops with young girls, bringing them into conversations around online bullying, body shaming and female representation. I think this campaign is a great example of how advertising and marketing can have a positive impact, and initiate discourse in mediums that traditionally would stay away from these kinds of topics.
Berry Ayik-Ladha – Content Marketing Manager
Thai Life Insurance – Unsung Hero
With so many great, emotive campaigns out there - from Sainsbury’s 2014 Christmas ad of the soldiers playing football to John Lewis’ Always a Women advert - it’s hard to pick a favourite. However, I’ve chosen the Unsung Hero by Thai Life Insurance as its reach is phenomenal. The tear-jerking advert shows a man going out of his way to help those around him every day. For example, every day he gives the money in his wallet to a homeless child only for him to later see that his money has helped her go to school. In turn, he receives love, laughter and happiness for his kindness. The advert shows how small, simple, kind gestures can help others. As far I can see, the advert was never aired in the UK, but it was spoken about on many of the top UK online publications and was shared extensively across social media. To me, this shows how impactful advertisement can be, for a TV advert to spread the message of kindness all around the world.
Kiera Fitzgerald – Digital PR Executive
Cadbury & Age UK – Donate Your Words
This campaign follows Age UK’s statistics which found that 1.4 million elderly people say they struggle with loneliness. Nearly a quarter of a million of them said they regularly go a whole week without speaking to anyone. To support the charity, Cadbury removed all words from their Dairy Milk packaging, before donating 30p from every pack sold to Age UK, which goes on to support initiatives such as the telephone friendship service. In a recent BBC Breakfast segment, presenter Dan Walker and Oldham College surprised Terrence (who opened up about loneliness and depression on the show previously) with a Christmas tree and a carol – in the video, it’s clear how much something so small can make a big difference. Thanks to Age UK’s work with Terrence, he will not be alone this Christmas.
Olivia Lott – Digital PR Manager
Snickers – You’re Not You When You’re Hungry
My favourite campaign from the decade must be when Snickers saved Valentine’s Day. Snickers played on its well-known “You’re not you when you’re hungry” slogan, turning it into ‘You’re forgetful when you’re hungry’, providing Londoners with a billboard of free cards. It was the first time the billboards in Waterloo had hosted an interactive advert, and together with PR and social, really cut through the buzz of an over-saturated news day with something really ‘out-of-the-box’ and creative.
Chloe Hutchinson – Digital PR Manager
IKEA – Silence the Critics
The Swedish furniture stores first ever Christmas advert ‘Silence the Critics’ did not disappoint. Just like their flat-pack products, the campaign is simplistically stylish and successfully packs a punch. Centered around a modern family who are starting to prepare their home for Christmas, when the realisation hits that their space is more shabby than stylish. “This place is a mess”, “very, very, very unacceptable”. D-Double E starts spitting bars about the how unprepared their space is for Christmas hosting. The irreverent song brings grime to the masses and joy to modern families. For a first festive campaign, it delivers on light-hearted humour that defines the season and keeps the brand at the forefront of your mind. It’s the gift that keeps on giving.
Elea Hendy – Content Marketing Executive
Iceland – Rang-tan
My favourite campaign of recent years is Iceland’s Rang-tan animated film. Banned last Christmas for being too political, this advert evoked every emotion as we watched the loveable orangutan’s home get destroyed by palm-oil destruction. This campaign is brave, bold and controversial, publicising rainforest destruction and highlighting the brand’s social causes. Any campaign that can pull at heart strings, make you consider your own actions and drive forward change is a winning campaign in my eyes. Has a brand ever been more effective at transforming its reputation than the efforts of Iceland and Rang-tan’s story?
Abigail Roberts-Law – Content Marketing Manager
Mothercare - #ProudBodyMums
It’s hard for me to pin down a favourite as there’s just been so many, BUT, one of the most impactful and memorable for me has to have been the Mothercare #ProudBodyMums campaign from last year. The campaign saw brave new mums showing off their REAL baby bodies, to celebrate what their bodies had been through, what they had achieved, and to normalise the experience of pregnancy – without the expectation of the celebrity bounce-back body. The women used in the campaign were real mums with real experiences of trauma, and the output was raw and incredibly emotional.
Erica Vonderwall – Digital PR Manager
Libresse – Viva la Vulva
My favourite campaign from the past 10 years is Libresse’s recent “Viva la Vulva” campaign. It’s an all-singing, all-dancing ode to vulvas, which bravely and brazenly challenges taboos, hits back at body shaming and empowers women – all very important conquests in my eyes. It was created in response to a global survey the brand carried out into how women feel about their vulvas and aims to contribute to a more open culture where women feel proud of their bodies, not ashamed. This is purposeful content at its finest.
Katie Garrett – Content Marketing Manager
KFC – FCK Bucket
A chicken shop running out of chicken: you couldn’t write it. So, it’s hardly surprising that when KFC stores around the UK temporarily closed in 2018 due to “operational issues”, chaos ensued. From the trending #KFCCrisis to police having to remind outraged members of the public that it wasn’t a police matter, it was a royal cluck-up.
The response? A clever take on the iconic logo to spell a fitting expletive. But it wasn’t just the creative that was so impressive, it was the pace at which they got it out. After a week of headlines and disgruntled customers, a full-page ad ran in the Sun and the Metro, admitting that “a chicken restaurant without any chicken” was “not ideal”. No excuses, no grand promises - in short, it did exactly what it said on the bucket. Simple, genuine, and on-brand, this is a master class in apologies. Politics could learn a thing or two.
Riona Doherty – Content Marketing Manager
Spotify – My Year In Music
Spotify’s “Wrapped” annual, or often referred to as “My Year In Music” has become a yearly tradition and something people look forward to every year. There’s lot to love about it, but what makes it so brilliant is in its ability to tap into human behaviour of wanting to share end of year lists and boasting about plays or number one artists. They’ve used their own unique data to tell people what they love from the past year and it urges people to share on social, with their friends and in conversation. What’s really cool about it, is that data is central to its uniqueness. Data for users, but crucially, as we’ve seen with the My Decade in Music, data for artists to use and share on their social platforms. Every year it gets bigger and better and I can’t remember a time without it.
Shaun Hill – Head of Content
And there we have it, 10 years, 10 examples of great content. The common themes? Well, that would be being reactive, personalisation, data and lastly, but most important purposeful or meaningful content.