Advertising Strategies and Lessons

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Major Brands Poke Fun At 2020 In Social Media Campaigns

January 29, 2021 Sarah Cavill

Most people were happy to say goodbye to 2020, and brands obliged those feelings with funny, relevant, relatable creative speaking to what a disaster the year was.

Bud Light, diaper brand Little Big Change and Match.com all deployed funny digital advertising campaigns that embraced the less-than-ideal circumstances of 2020. The campaigns rolled out across social media platforms including Twitter, Instagram and YouTube. 

Bud Light Seltzer Lemonade ‘Celebrates’ Lemon Of A Year With Super Bowl Ad And Sweepstakes 

It wouldn’t be the Super Bowl without a big moment from Anheuser-Busch. And, although Budweiser opted out of Super Bowl LV, Bud Light doesn’t disappoint with its new campaign for the launch of Bud Light Seltzer Lemonade.

The funny, anxiety-inducing spot from Bud Light features a group of friends reflecting back on what a lemon of a year 2020 was while memories of literal lemons fall from the sky. “In the ultimate lemon sort of year that we all had, we decided to use all that to make lemonade,” said Marcel Marcondes, CMO of Anheuser-Busch U.S. “It’s a very lighthearted approach, as Bud Light always does, but it’s all about introducing the lemonade seltzer.” The spot will air during the big game and includes a social media activation for people watching the game live. If there is a turnover by either team, fans can tweet #LemonsIntoLemonade and #Sweepstakes for a chance to win a 12-pack of Bud Light Seltzer Lemonade. Hashtag campaigns during big events can help build excitement around brand launches, becoming memorable moments that capture consumer attention.

Little Big Change Diaper Brand Sh#ts On 2020 With Social Promotion

Little Big Change Diaper Brand

Cheeky, French diaper brand Little Big Change always has something to say, and they usually say it with attitude. The subscription brand jumped on the bash 2020 train with a hashtag campaign encouraging parents to “take a felt-tip, write ‘2020’ on their baby's (preferably full) diaper, and post the photo on Instagram with the hashtag #LittleBigChange,” according to Alexandra Jardine reporting for Ad Age. Participants in the poopy challenge were entered for the chance to win six months of free diapers. People love seeing babies in advertising, and the idea from Little Big Change proved to get attention. 

Match.com Makes A Deal With The Devil In New Multichannel Campaign

Match.com Makes A Deal With The Devil

The Devil might seem like a bad choice for a boyfriend, but for 2020, the Devil was a perfect partner. Match.com celebrated the horribleness of 2020 with a social media campaign that rolled out in early December across Twitter, Instagram and YouTube to tell the tale of the romance between literal Satan and a woman named 2020. According to the campaign, the couple enjoys working out at closed gyms, stealing toilet paper and taking in sporting events at empty stadiums. The dating site even created Match profiles for both Satan and 2020. Of the timely campaign, Match.com CMO Ayesha Gilarde said, the devilish strategy was meant to “make space” for laughter, while celebrating the resiliency of singles in what was a lonely year for many people. “We can’t wait for the love stories of 2021,” added Gilarde.

Social Media Advertising Strategies Expected To Remain Strong in 2021

In November 2020, social network advertising was predicted to exceed $40 billion, up from $36 billion in 2019, with brands leveraging paid and earned media across platforms. And, though final numbers are still rolling in, increased advertising on social media platforms is a trend likely to continue in 2021. Additionally, time spent on social media by adults was up 16% in 2020, making it an ideal place for brands to reach consumers.

It’s likely brands will move on from reflecting about 2020, but it’s always important for digital advertisers to consider what their audiences are experiencing now and make sure their campaigns are reflective of current consumer desires. This is especially true for social media campaigns, because consumers have the opportunity to engage with the advertising brand and the brand’s followers. A creative message that resonates has the potential to be shared, building reach and awareness while the ever-increasing audience feels heard and respected.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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