9 Global Digital Marketing Campaigns That You Should Read This Week

Best of the week's global digital marketing campaigns that include Dove Men Care Scrum Together, Heineken The Coin It’s Your Call, Barbie Targets Millennial Parents


1. Barbie Targets Millennial Parents With New Digital Effort: The company has created a new video aimed directly at parents with the tagline “You Can Be Anything.” BBDO San Francisco handled the campaign. Using hidden cameras, the video shows little girls pretending to be professionals in real-life settings. They take on the role of college professor, soccer coach, veterinarian, businesswoman and museum guide, while the adults around them play along.

2. Marks & Spencer Art of Adventures in Autumn: Marks & Spencer is promoting the store’sAutumn/Winter 2015 range of clothing with a series of television commercials celebrating the art of design, tailoring, comfort (lingerie), autumn, texture (coats). Set to the Mark Ronson hit Uptown Funk, the series transfers artistic elements from the Adventures in Food campaign, close up product shots and sequences from the manufacturing process.

3. Digital Video Helps Toyota Reach ‘Light Linear Viewers’: Toyota Motors is a big TV spender. It bought, according to Kantar Media, three minutes of commercial airtime during Super Bowl XLIX –trailing only Anheuser-Busch and Fiat Chrysler. Although Toyota will continue to invest in big TV tent poles, it’s test-driving more digital video activation, and is sponsoring premium NBCUniversal video running on AOL’s network.

4. Breast Cancer Now – The Last One: Breast Cancer Now, created through the merger of Breakthrough Breast Cancer and Breast Cancer Campaign, was launched in June with an online film, “The Last One”, and a website. “The Last One” features real women with breast cancer speaking frankly about the realities of the disease which may one day take their lives.

5. KFC uses mobile location tech to tempt consumers away from its competitors: KFC has used mobile location technology to tempt consumers into its restaurants and away from competitors in a campaign to promote its new burrito food range. The fast food brand used the technology to drive nearby consumers into KFC stores through proximity targeting and conquest ads at competitor locations.

6. Heineken The Coin It’s Your Call: Heineken, one of the sponsors of the 2015 Rugby World Cup, is running “It’s your call”, a global campaign giving rugby fans the opportunity to take part in the start of every game in the tournament. Fans will be responsible for the coin toss that will determine which nation kicks off the game. Everyone across the world will have the chance to enter a competition to flip the coin at their country’s game and one very lucky fan will flip the coin at the Rugby World Cup final on October 31st 2015.

7. Dove Men Care Scrum Together: Dove’s support for the four home rugby unions in the 2015 Rugby World Cup is promoted with “Scrum Together”, a commercial inspired by Rudyard Kipling poem “If”. The Dove Men Care Scrum Together TV advert, launched a year ahead of the tournament in October 2014, features Welsh captain Sam Warburton, Scottish captain Greg Laidlaw, English fly-half Owen Farrell and Irish prop Cian Healy, and offers a behind-the-scenes insight into the changing room before a rugby match.

 8. After a Decade Away, Columbia Sportswear’s ‘One Tough Mother’ Makes Her Comeback: Gert Boyle, the 91-year-old chairman of Columbia Sportswear, returns to the company’s commercials after a decade. “It was time for us to insert some sexiness back into our advertising,” she quipped of her appearance in a fall campaign from ad agency North. The lighthearted multimedia push, which kicks off this week, uses the line “Tested Tough” to stress the resilience and durability of Columbia’s products.

9. Nike’s ode to perseverance in new film, ‘Last’: History hails the victor, but runners who tackle races for pride and personal goals, rather than pace, are rarely recognised. As Fall marathon season is upon us, a new Nike Running film, ‘Last’, celebrates not only the last athlete who crosses the finish line, but also the imperfect journey of every runner. Anyone can be a runner; all you have to do is run.