Forbes contributor, Michelle Greenwald, pulls apart seven of her favourite campaigns to take a look at what makes them so great.
Great ad campaigns are founded on deep psychological insights, argues Forbes contributor, Michelle Greenwald.
Nike’s ‘Find your greatness’ tops the list of some of the most effective ad campaigns as it has such an inclusive message.
“The message inspires everyone,” Greenwald writes.
“It follows Nike’s previous message of Just Do It!: also broadly meaningful because it says “action is better than no action” and because it pushes people to take a risk, try something new, do something they’ve always wanted to. “
Red Bull’s ‘Gives you wings’ is also found on the list with Greenwald believing a wide audience can relate to the concept.
“The campaign conveys the exhilaration of soaring emotionally and feeling more capable. It’s an extremely empowering notion a wide audience can relate to,” she says.
And for advertising to be ‘effective’, Greenwald says the following five points are crucial.
It must be:
- Resonate with consumers by ringing true and delivering a personally meaningful message, even if the brand has a huge target audience like Nike’s
- Communicate how the product or service fits into consumers’ lives or work to make them better, more productive, happier, more fulfilled
- Stand for values above and beyond the product or service itself
- Be inextricably linked to the brand, so the ad won’t be attributed to a competitor