Nowadays, marketing departments don’t build marketing campaigns around one single idea or one perfect slogan. Creativity is still very much present, of course, but marketing teams now have an impressive access to data about consumers (from their shopping habits to their real-time location). They also know how to use it.
Have a look below at six of the most successful campaigns we have seen lately!
They all won Awards in data visualization and are now part of marketing history. Netflix, Grubhub, Happify, Trulia, Spotify and Bloomberg all used digital data and data science in all sorts of imaginative storytelling to draw in consumers.
- #Cokenomics - Brand: Netflix
The great winner of this year’s Shorty Awards in data visualization was the #Cokenomics campaign. It sought to promote the Netflix original series Narcos using a series of fascinating charts, each one about an aspect of Pablo Escobar’s life, such as how much money he could stuff into an IKEA sofa.
- Spotify.me - Brand: Spotify
Spotify listeners were directed to a shareable page with unique information about their top artists, tracks and genres and their streaming behaviour such as what demographic their streaming history suggested they might belong to and how often they listened to music. Spotify.me also compiled a personalized playlist for every user for further listening.
- Did You Know? - Brand: Grubhub
The online food-ordering company based in the US made a series of short videos to share on social media about food trends across major US cities. They worked with a data scientist to extract interesting bits of information about consumers across different cities, using data gathered from their app and website.
- The Science Behind Happy Relationships - Brand: Happify
The emotional wellbeing app, Happify, released an infographic ahead of Valentine’s Day about trends in happy relationships, which was nominated for a Shorty Award in Data Visualization.
- Trulia’s 25 most appetizing cities for zombies - Brand: Trulia
Launched by the real-estate listings website Trulia, this campaign, which won last year’s Shorty Award in data visualization, centered on an original concept: which US cities are the worst places to seek refuge during a zombie apocalypse? The list was compiled based on hospital density, transport links and congestion. Unsurprisingly, this earned the campaign a lot of social media attention.
- Tracking the World’s Richest People - Brand: Bloomberg
Based on the Bloomberg Billionaire Index which tracks the world's 500 wealthiest people, this campaign consisted of a series of automated videos posted daily about the amount of money a billionaire gained or lost that day.
A version of this article was originally published on TopUniversities.com