My Favorite Marketing Campaigns & Strategies from 2020
- Kat Graves
- Apr 2, 2024
- 4 min read
Updated: Apr 4, 2024
Originally published in 2020
In Brief...
Chanel AR Experience-- Say it in the Stars
Dior Autumn-Winter 2020-2021 Haute Couture video
Kate Spade #allinnyc Instagram stories
Glossier “Best Things We Were Tagged In This Week” Instagram stories
BarbieStyle voting Instagram campaign
Happy 2021!
Now that 2020 has finally been left in the past, I am taking a look back at my favorite marketing strategies in the fashion and cosmetics industries this year. With 2020 was full of creativity and trying things never done before, companies and fashion brands in particular had more freedom to interact with customers in a whole new way.
There are so many great marketing moves this last year to choose from, but these are my personal faves...
Explanation: To promote their celestial themed winter campaign for Chanel No.5 perfume, Chanel created an AR experience where users can create a custom message that appears in the stars on any mobile device. By holding your smartphone to the sky, you are able to see a sky full of stars and constellations with your message embedded.
What I love: This experience was beautifully crafted and has optional messages such as “I love you to the moon and back” that gives users that nostalgic, warm & fuzzy feeling. It is also a great way to get more site traffic and steer customers toward their night sky-themed campaigns for perfume. Customers who see the perfume ads in the future will think back to their message of love they received and want to buy the product for their loved ones.
Check it out for yourself and enjoy the modern romanticism Chanel has orchestrated.
Explanation: To promote their Autumn-Winter 2020-2021 couture line, Dior created a video using director Matteo Garrone, which featured mythical creatures in an enchanted wood. The line of clothes were doll-sized this season to celebrate Dior’s history of using small prototypes of their designs before making life-sized garments for their clients at the company’s start. To show this in the film, an ornate dollhouse is brought out into the woods and opened to exhibit beautifully detailed gowns.
What I love: The fantastical theme of this video was a wonderful escape in the midst of 2020’s quarantine and a much-needed one. The video was extremely detailed and the creatures featured were very life-like. The concept appealed to both the young and old alike as it created wonder and nostalgia for years past in its creation. It tells a story that is attractive to those interested in fashion and also those simply looking for an adventure.
Explanation: The Kate Spade Instagram page featured a series of stories in a highlight titled #allinnyc in 2020 where it showed all of the unique things that make New York City so spectacular. Such posts included one saying, “Where else can you get a pint of milk at 2am in a furry coat and pajamas without raising an eyebrow?”
What I love: A nod to the company’s headquarters and where it originally got its started, it also appeals to many of its customers who are based in the area or who have the means to travel to NYC often. Many of Kate Spade’s designs also feature NYC landmarks such as taxis and the Empire State building, so the idea ties back to their product seamlessly. Many young women dream of the glamorous life of a New Yorker, à la Gossip Girl, so this campaign was an Instagrammer’s dream for reposts.
Explanation: In later 2020, Glossier began posting the 5 best things they were tagged in each week on their Instagram stories. These posts came from their Twitter and Instagram pages where customers had tagged them in witty quips about their products, photos of full-face Glossier makeup, or raving reviews.
What I love: This is an excellent strategy for increasing buzz around the Glossier name on Twitter and Instagram as their followers see it as an easy way to get featured on Glossier stories. With reviews and customer try-ons, there is no better way to generate new sales than user-generated content like this. A great marketing move that even had me vying to get on their weekly stories!
Explanation: While the Barbie name may make you think of antiquated plastic dolls and animated children’s movies, the @barbiestyle Instagram page has 2.2 million followers, a majority of which are adults, and has had many collaborations with big names in the fashion, cosmetics, technology, and fitness industries. This year, Barbie focused on the 2020 elections by encouraging followers to get out there and vote. A new set of campaign professional dolls was created to encourage interest in the elections, as well as videos, powerful quotes, and a custom “Why Will I Vote” Instagram filter.
What I Love: The new dolls in different campaign leadership positions was a great way to encourage interest in young children, while the Instagram filter worked on the older generations. Instagram filters boomed on social media this year and even those who have no interest in BarbieStyle could find appeal in their informative posts and relevant filters. They used an appeal to ethos to get people talking about the elections in a way that stayed true to their brand and encouraged open discussion.
Wrapping It Up
There have been so many wonderful achievements in the fashion and marketing industries this year, but for me these take the cake. While my picks are all light-hearted and appeal to my target audience, you may have different favorites of your own. Let me know what your favorite ads and strategies of this year were in the comments below!
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