Home Knowledge Articles Lessons from the best marketing campaigns of 2022

With 2022 drawing to a close we’ve been reflecting on the most effective marketing campaigns of the year. One of the key changes over the last few years has been a movement to amplify often underrepresented voices. Whether this is minority groups or a shift in the public way of thinking, it’s a positive change.

Effective marketing is essentially based on being persuasive and we believe that these campaigns have been hugely successful in persuading change, positioning products and services in a new light and representing voices that aren’t often heard.

1.       EE – “not her problem”

This summer the Lionesses united a nation and reminded us that there is still a gender bias when it comes to sport in the UK. EE launched a campaign before the Euros to highlight exactly this issue. EE hit the back of the net with this campaign, it was timely, well executed and inclusive. The campaign was designed to combat online sexist hate, encouraging men to act as allies to women during the Euros – signposting places to report sexist online abuse. The campaign led with “not her problem” which was a catchy and clear way to remind men that this is a man’s issue to solve. With a tv advert alongside a free online resource to educate those in need of it, this was a powerful campaign that highlighted the issues women face online.

2.     Dove – reverse selfie

With over 80% of girls distorting their online image (WPP – “Ogilvy: Dove’s reverse selfie), Dove created a campaign to highlight this damaging trend.

As with the EE campaign, a video was the central delivery mechanism for this campaign with a powerful depiction of a young girl locked in a world of social media.

As the attention-grabbing name suggests, this story sees the selfie posted in reverse with perfect hair, fuller lips and photoshopped eyes stripped back to reality. The stark image of this young person looking at themselves in the mirror leaves us with the final thought “the pressure of social media is harming our girls’ self-esteem. Let’s reverse the damage” which sums up the campaign perfectly. As was the case with EE, there are educational tools available for anyone interested and real change is their goal. It’s engaging, powerful and utterly compelling.

3.     Tesco – Together this Ramadan

When we look at marketing campaigns, one thing that stands out is the need to be authentic. There is no point getting involved in a campaign that doesn’t run through everything your brand stands for. That’s why Tesco’s focus on Muslims’ one meal at the end of each day during Ramadan was creatively stunning as well as providing a nod to Tesco’s core offering – food.

The strapline was inclusive and clear “Together this Ramadan” and focused on billboard advertising. During the day the image changed from empty plates to a rich scene of food. The empty plates were colourful, eye catching and part of the wider story and the full plates showcased Tesco’s wide range of products. Developed with a diversity and inclusion consultancy, the campaign not only educated a wider audience but it was creative and innovative.

4.     Cisco – SuperSmart Security graphic novel

As specialists within the B2B sector, we had to finish with our favourite B2B example. People often think that B2B marketing can’t be fun (we can’t believe it), but ultimately every form of marketing comes back to persuasion. The goal is to change an individual’s thoughts, buying habits or invite the audience to change their behaviour and so every campaign should focus on the right message at the right time in the right medium of delivery.

This is why we were so excited by Cisco’s campaign that used a graphic novel at the heart of the creative. Cybersecurity and “fun” aren’t often in the same sentence but this truly was a unique way of discussing a seemingly dry subject. The novel has a central superhero character, is well put together and appeals to their target audience. It’s a brilliant idea and shows how powerful and timeless good creative really is.

These brands have really shown how a creative approach can help you stand out and make a real emotional connection with your audience. An authentic connection needs a personal, human approach within your marketing campaigns. A real conversation not only gives you that personal touch, it presents the human face of your brand and delivers powerful insight that equips you to present the right message at the right time across all your campaigns.