A well-designed advertising campaign, in addition to publicizing your product or service, also serves to connect with the right people, capture their attention, and motivate them to action. Whatever your objective, advertising campaigns are the essential element to make a difference.
If you were looking for a way to create successful advertising campaigns, in this article we explain, in a simple and practical way, what one consists of, we show you examples of inspiring campaigns, and we give you the keys to measure their impact so that you can create one.
What is an Advertising Campaign?
An advertising campaign is a well-thought-out strategy to publicize a product, service, or brand and, at the same time, get people interested and take action, whether it is buying, remembering, or interacting.
It ranges from television and radio advertisements to digital actions on social networks through, for example, LinkedIn Ads or Facebook Ads. Also influencer marketing campaigns, email marketing, or online banners, always adapting to the target audience and the message you want to convey.
Behind all successful advertising campaigns there is a well-told story, a powerful image, and a clear call to action that invites you to participate or buy. Beyond just seeking sales, a campaign can have objectives such as increasing brand awareness, launching a new product, or reinforcing corporate values.
What is an Advertising Campaign for?
Advertising campaigns are the key tool to achieve the objectives of a marketing strategy in a strategic and creative way. Apart from seeing to sell more, improve the conversion funnel and make yourself known to the public, campaigns serve to build a brand image, differentiate yourself from the competition, and connect with your audience in a memorable and emotional way.
In addition, a good campaign allows you to reach just the market segment that interests you, adapt your message to different channels, and measure the real impact of your actions.
Types of Advertising Campaigns
There is no single way to do an advertising campaign, so the most recommended thing is to know the different options that exist and, thus, be able to combine the ones that best fit your brand, your audience, and your objectives.
Take a look at the types of campaigns that are most used today so you can make yours more effective.
1. Social Media Campaign
Social networks are the perfect place to make successful advertising campaigns, since you can reach just those who interest you, with messages designed specifically for each platform.
Campaigns can be organic, but they are generally paid, either on Instagram Ads, TikTok Ads, Facebook Ads, Pinterest Ads, YouTube Ads, or LinkedIn Ads.
You can use photos, short videos, carousels, or even have people buy directly from the ad. The important thing is to be authentic, close, and generate conversation with your community.
2. Audiovisual Campaign
Video is still the king format for capturing the public’s attention. It can be combined with different strategies such as branded content, performance marketing, or focused on positioning through SEO on YouTube.
Whether on YouTube, on streaming platforms, or in short videos for networks like TikTok or Instagram, audiovisual productions allow you to tell stories that connect emotionally with people. Currently, with so much content, the key is to be creative and direct: this is how the message is recorded in the minds of your audience.
3. Campaign with Influencers
Working with influencers, or influencer marketing, is like having a friend who recommends your brand to their group of friends. You don’t always need the big celebrities, many times microinfluencers, who have smaller but super-loyal audiences, are the ones that work best.
The idea is that the message is transmitted in a natural and authentic way, not forced, so that it really generates confidence and desire to try what you offer.
4. Offline Campaign
Although digital is what rules, offline campaigns still have their place within marketing. Think of posters on the street, live events, or sponsorships. The interesting thing is to combine these actions with the digital, for example, using QR codes or creating experiences that invite people to interact with the brand in both worlds. This way, you expand the reach and make your campaigns more memorable.
5. Immersive and Experiential Campaigns
New technologies, such as augmented reality or virtual reality, are opening the doors to innovation within the world of advertising. These campaigns invite people to live the brand, not just see it.
For example, trying a product in virtual reality or participating in an interactive experience. These are campaigns that surprise and create a stronger and more lasting bond with the public.
6. Programmatic and Personalized Campaigns
Thanks to technology, today you can make campaigns that adapt to the moment and the interests of each person. This means that the ad that someone sees may be different from the one that another person sees, and everything is done automatically so that the budget yields more and the results are better. It’s like having a custom-made ad for each user.
How to Make an Advertising Campaign? Keys and Tips
Even if you have a good product or a great service to offer, if you don’t publicize it properly, your company won’t last long in today’s competitive market. To help you, we show you the keys to designing effective advertising campaigns:
1. Define the Objectives of the Campaign
The first step for any advertising campaign is to establish clear and measurable goals. Ask yourself what you want to achieve: increase sales, capture leads, improve brand recognition, or launch a new product?
It is recommended that these objectives be specific, measurable, achievable, relevant, and time-bound (SMART), as this will facilitate both planning and evaluation of results.
2. Select your Target Audience and Segment your Audience
Knowing in depth who you are targeting and what the target is, is another important part of creating an advertising campaign. Analyze demographic data, interests, behaviors, and needs of your ideal audience to adapt the message and strategy.
A precise segmentation allows you to personalize the ads and optimize the investment, reaching only those who may really be interested in your product or service.
3. Decide on which Channels to Carry out the Campaign
Select the channels where your audience is most present and active. You can choose between social networks, search engines, email marketing, display advertising, offline media, among others.
The choice of channels must correspond to the consumption habits of your audience and the objectives of the campaign. In addition, combining different channels can enhance the reach and effectiveness of your message.
4. Create a Creative and Original Message
It is essential that you develop for your advertising campaign a central message that is attractive and consistent with the identity of your brand. The content must be useful, clear, and have the ability to connect emotionally with your audience.
Take care of both the text and the visual elements (images, videos, graphics, etc.) to capture attention and stand out among your competitors.
5. Prepare a Budget and Set a Calendar
Decide how much money you are going to invest in your campaign and distribute the budget according to the potential of each channel. You will also have to establish the total duration of the campaign, planning the different phases or actions to maintain coherence and impact over time.
6. Analyze the Metrics and Optimize
During the campaign, monitor the results with analytical tools to know what actions are working and which are not. Analyze key metrics such as impressions, clicks, conversions, and return on investment (ROI).
Adjust the strategy in real time if necessary and, in the end, evaluate the performance to learn and improve in future campaigns.
4 Examples of Successful Advertising Campaigns
The best way to understand the impact and creativity behind it is by seeing an example advertising campaign, that’s why we present some of the most successful campaigns of recent times.
“a British Original” – British Airways
British Airways surprised with “A British Original”, an outdoor advertising campaign that explored the many reasons why people travel. Using more than five hundred different messages on billboards and digital media, the brand connected with the public through personal responses about the reasons for traveling. This campaign stood out for its creativity, its close tone, and its ability to humanize the brand.
“Flavor of Football” – Mahou – 2btube
“Sabor a fútbol” is an audiovisual campaign that we developed for Mahou. The objective was to connect the brand with the passion of sports fans, creating a YouTube channel and feeding it with visual pieces that transmit the emotion of football and sharing a Mahou beer watching a match.
In addition, various content creators were invited to participate and be part of this community. Thus, the channel stood out for its ability to generate closeness and reinforce the idea that football is best enjoyed in company and with a very cold beer.
Advertising Campaign Example 4: Carbon Footprint – Act2ality
In this project, we collaborated with Act2ality, the first social media news outlet made by creators, to raise awareness about the importance of reducing the carbon footprint.
The campaign combines educational content and attractive visual formats to explain in a simple way what the carbon footprint is and how to reduce it in our day to day. Thanks to its didactic approach and its close tone, the campaign managed to capture the attention of a young audience committed to the environment.
Do You Want to Create an Advertising Campaign?
Now that you know the different types of advertising campaigns that exist, the key steps to design one, and some of the examples that have really hit the nail on the head, you will have realized that the important thing is to be clear about what you want to achieve, know your audience well, and bet on ideas that hook.
At 2btube we have a creative team, our own studios, and a lot of experience helping brands connect with their audience. We are specialists in audiovisual campaigns, with influencers, and on social networks, so if you want to give your campaign a boost and make it really stand out, we are here to lend you a hand!