Examples of creative online advertising

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Provocation.

Provocative marketing is most often based on two elements: creating intrigue and then exposing it. The viewer needs to be very interested in something, but not allowed to quickly yahoo email list figure out what is happening. The highest level of skill in this area is when a person does not even understand that he is seeing an advertisement: after all, there is no name of the product or the company.

Examples of creative online advertising

You can use various provocative marketing techniques. For example, you can start word of mouth, when people tell their relatives, friends and acquaintances about an event they accidentally witnessed.

No less popular is the method of urban provocations, when the meaning of the advertising campaign is revealed only at its very end. For example, a company places billboards with a bright picture in public places, but does not even hint at what this image refers to.

This method was once used by the mobile operator MTS, whose revenue after the rebranding increased by 35.5%.

Another provocative marketing technique is called "scandal strategy" and is based on shock situations. An example here is the promo video for the film "Telekinesis". People have always been scared by something incomprehensible and supernatural, and after the "scary" advertisement, many decided to watch the film in the cinema.



Although provocative marketing is a fairly effective promotion channel, it cannot replace a full-fledged advertising campaign. It is only one of its elements - the more creative the idea, and the more the viewer likes it, the better it works.

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Viral marketing.

Creative advertising that has truly “hooked” the consumer turns him into a “virus carrier.” The person shares the information received with family, friends and acquaintances, thereby advertising a certain brand, product or service.

A striking example of viral marketing is the videos made by the Smetana agency for M.Video and advertising promotions with discounts from this company.



Most often, viral advertising is not aimed at directly generating sales, but at notifying a large number of potential customers about special offers, sales, events, etc.

Guerrilla Marketing.

Examples of creative online advertising

Guerrilla marketing involves conducting campaigns that are fundamentally different from traditional advertising methods, but work in conjunction with them.

Jay Conrad Levinson, the inventor of this type of marketing, believed that there was no need to spend huge amounts of money on promoting a product or service, you just need to use creativity in combination with generally accepted advertising techniques.

Guerrilla marketing can work successfully not only in virtual reality, but also in real life. An example of creative advertising based on guerrilla marketing is Alice in Wonderland. Visitors to a shopping mall watch Alice peering down the rabbit hole and think: "What will happen when she falls in? I'll have to go to the cinema - it's interesting!"

Posting in public pages.

With this method, you can reach a fairly significant portion of the audience. But you need to approach the matter with full responsibility: think over the pros and cons of this promotion channel, figure out the communities in which the audience you need is located.

A striking example of such creative advertising is a photograph posted in humorous groups on social networks before the premiere of the film “Captain America: Civil War”:

Examples of creative online advertising

Marketers tried to make the photo look as if it was taken by a random passerby on his cell phone. Users were not supposed to guess that the photo was staged: there is no horizon in the frame, people are walking in the distance.

Viewers liked the character's resourcefulness, who figured out how to take advantage of the situation and earn his living.

Creativity.

To make the brand more recognizable, traditional, long-standing methods are also used in advertising campaigns. But they try to approach each method of promotion creatively: if they hold contests, then they are unusual, if they make videos, then they are funny. An example of such creative advertising is a video shot by the online clothing retailer Lamoda.ru:

Using new technologies.

Thanks to modern technologies, marketers have the opportunity to come up with new projects to promote a brand and implement them using fundamentally different means, often cheaper than before. For example, services like 3DBin allow you to shoot animated 3D images directly from your smartphone.

Sale days.

Everyone probably knows that Black Friday is a day of sales in the USA. Once a year after Thanksgiving, people get the opportunity to buy goods at a huge discount, and stores are literally taken by storm. Thus, on the last Friday of November 2013, the average check per customer was $413, and in total, people spent $61.1 billion on that day.

Despite the fact that goods are sold at reduced prices, such events bring huge profits to stores.

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Similar sales have also begun to be held on the Internet. Many accuse trading companies of sharply inflating prices before announcing discounts, but such revelations have no effect on the number of website visitors – traffic simply goes through the roof, and profits increase many times over.

For example, one of the sellers of a music store said that during such a promotion the volume of online purchases increased sharply. Call center operators did not have time to answer calls, and the number of user queries in search engines regarding "Audiomania" exceeded all conceivable limits.

By the way, immediately after Black Friday, another massive online sale called Cyber ​​Monday is held in RuNet.

Content marketing.

Users subscribe only to those sites that are interesting to them. And the content of the resource plays a huge role in winning this interest. Materials published on the site or in the blog should be interesting and attractive, truthful and useful - only in this case can you maintain the loyalty of readers.

An example of such an attitude to business is the domestic online magazine of Tinkoff Bank.

Event marketing.

To increase sales, many companies often use seasonal factors or release goods by certain dates. A simple and clear example of event marketing is the sale of Christmas tree decorations for the New Year or flowers for March 8. But the creativity of specialists is not limited to this.

For example, the aforementioned online retailer Lamoda launched a summer advertising campaign in the spring of 2014. The company's employees created a video telling consumers what things they can and should buy in the summer.



Mixing offline and online.

There are many examples of how popular offline stores achieve success online with the help of creative advertising. After all, an electronic trading platform is no worse than a real one, and you can buy goods there without leaving your home.

By the way, not long ago a website for the Moscow TSUM was developed, offering consumers clothing, footwear and accessories from well-known global manufacturers. The resource is visited by about 10 thousand people per day, but it is capable of withstanding three times more traffic.