Introduction: The year 2017 witnessed a plethora of groundbreaking marketing campaigns that captivated audiences worldwide. From ingenious social media strategies to emotionally charged advertisements, brands pushed the boundaries of creativity to leave a lasting impact on consumers. In this blog post, we present the ten most memorable marketing campaigns of 2017, each showcasing innovative approaches that transformed the marketing landscape.

1. Nike’s «Equality»: Nike’s «Equality» campaign, launched during the Super Bowl, resonated with viewers by championing diversity and inclusivity. The thought-provoking ad featured renowned athletes, encouraging viewers to overcome discrimination and unite in the pursuit of equality.
2. Burger King’s «Google Home of the Whopper«: Burger King’s audacious campaign ingeniously exploited voice-activated technology. The commercial prompted Google Home devices to describe the Whopper burger, sparking a wave of conversations about the future of advertising and the boundaries of technology.
3. Dove’s «Real Beauty Bottles«: In an effort to celebrate diverse beauty, Dove introduced limited-edition body wash bottles shaped like different body types. This innovative campaign aimed to challenge traditional beauty standards and encourage self-acceptance.
4. Heineken’s «Worlds Apart»: «Heineken Worlds Apart» showcased the power of conversation by bringing together people with opposing views on topics such as feminism and climate change. The campaign demonstrated that open dialogue can bridge divides and foster understanding.
5. Airbnb’s «We Accept»: As a response to the travel ban issued in the United States, Airbnb launched the «We Accept» campaign, emphasizing its commitment to inclusivity and providing free housing to refugees. The campaign struck a chord with audiences and reinforced the brand’s values.
6. Netflix’s «Stranger Things – Eggo»: To promote the second season of «Stranger Things,» Netflix partnered with Eggo, a popular frozen waffle brand referenced in the show. The collaboration took a nostalgic approach, captivating fans and generating excitement for the series.
7. Coca-Cola’s «Share a Coke«: Building on a successful campaign from previous years, Coca-Cola personalized its bottles with popular names and phrases. By personalizing their iconic product, Coca-Cola enhanced consumer engagement and fostered a sense of connection.
8. Google’s «Year in Search«: Google’s «Year in Search» campaign showcased the power of data-driven storytelling. By highlighting the most searched topics of the year, Google encapsulated the world’s collective interests and emotions, leaving a lasting impact on viewers.
9. REI’s «Opt Outside»: REI challenged the commercialism of Black Friday by closing its stores and urging customers to spend the day outdoors instead. This bold campaign resonated with consumers, reinforcing REI’s commitment to promoting an active and adventurous lifestyle.
10. Pepsi’s «Live for Now»: Although met with some controversy, Pepsi’s «Live for Now» campaign sought to bridge social and generational gaps by featuring Kendall Jenner in a protest-themed advertisement. Despite the criticism, the campaign sparked conversations about the role of brands in social movements.

Conclusion:

The marketing campaigns of 2017 exhibited the power of creativity, authenticity, and societal awareness. From promoting equality to sparking conversations, these campaigns pushed boundaries, resonated with audiences, and left a lasting impact on the industry. As marketers, we can draw inspiration from these innovative approaches as we continue to evolve and create memorable experiences for consumers in the years to come.