Marketing campaign: Create with strategy! Steps & example

Marketing campaigns are targeted and time-limited marketing activities designed to achieve a specific goal, whether it’s launching a new product, increasing brand awareness, or promoting an offering. A well-designed marketing campaign can greatly increase the effectiveness of your marketing efforts and drive the success of your business. In this article, we will take an in-depth look at the structure and steps of a successful marketing campaign and examine different types of campaigns.

What are campaigns in marketing?

In marketing, campaigns are targeted advertising activities that focus on a specific goal or event and convey a clear message to the target group. They are limited in time and have a defined start and end point. Campaigns can use different marketing channels such as television, radio, print media, social media and online advertising to spread the message to the target group.

What makes a good marketing campaign?

A good marketing campaign is characterized by the following features:

  • Clear objective: A clear and specific objective that is measurable and quantifies the success of the campaign.
  • Target group orientation: A precise knowledge of the target group and the adaptation of the messages to their needs and interests.
  • Creativity and originality: a creative and memorable design of the campaign that stands out from others and arouses the interest of the target group.
  • Consistent messaging: a consistent message communicated across all marketing channels that reinforces the desired image of the company or product.
  • Integrated strategy: The integration of different marketing channels to achieve a broad reach and address the target audience on different levels.
  • Timing: Clear timing to ensure the campaign is launched at the right time and achieves the desired results.

How do you build a marketing campaign?

Building a marketing campaign involves several steps:

  1. Market and target group analysis: A thorough analysis of the market and the target group in order to understand the needs and interests of the customers.
  2. Goal setting: setting clear and measurable goals for the campaign to achieve.
  3. Strategy development: developing a marketing strategy that defines the message, channels and timing of the campaign.
  4. Creative concept: developing creative ideas and designing the campaign to present the message in an appealing way.
  5. Implementation: The actual execution of the campaign through the various marketing channels.
  6. Monitoring and Analysis: The continuous monitoring and analysis of campaign performance to measure success and make adjustments as necessary.
  7. Conclusion and evaluation: evaluating the results after the campaign is completed and identifying success factors and learning points for future campaigns.

What are the campaign types?

There are different types of marketing campaigns, depending on the objectives and the nature of the message:

  • Product launch campaigns: campaigns that accompany the introduction of a new product or service to the market.
  • Brand awareness campaigns: Campaigns aimed at strengthening the awareness and image of a brand.
  • Sales promotion campaigns: Campaigns aimed at increasing the sales volume and sales of a product or service.
  • Image campaigns: Campaigns designed to positively influence the image and perception of a company or brand.
  • Social campaigns: campaigns that draw attention to social or societal issues and raise awareness of specific concerns.

Example: “Share a Coke

An example of a successful marketing campaign is Coca-Cola’s “Share a Coke” campaign. The campaign included personalized bottles and cans with customers’ names supporting the brand’s “Share a Coke” message. These personalized beverages invited customers to share photos with their personalized bottles on social media, which led to a viral spread of the brand. The campaign led to an increase in sales and strengthened Coca-Cola’s brand image as a company that fosters personal and positive relationships with its customers.