Are you the most interesting man in the room? Or do you know someone whose charismatic lifestyle makes him the most interesting man in the room?
Well, why are we asking you this question? And why might the term “the most interesting man in the room “ stick with you when you’ll hear the word beer after this article ends! Let us notify you that this line is part of a brilliant campaign birthed by “Dos Equis” beer! This simple 7-word magic line checked boxes of the following:
☑️Amplified Sales
☑️Customer Engagement
☑️Top Of The Mind Brand Recall
☑️Easy To Explain
☑️Word Of Mouth Marketing
Here’s a YouTube link to sip some knowledge regarding this “Dos Equis” beer campaign: https://www.youtube.com/watch?v=oP0DaZBmwQI
If you still get sweaty palms understanding the true definition of marketing campaigns that don’t just run but accelerate at the speed of light, let us do the honor of explaining.
So what is a marketing campaign? Marketing Campaign is a cohesion of activities executed strategically to meet an objective utilizing the best resources.
The Campaign goal is simple! Start from Point A ——- (create a unique value zone) ——- reach to Point B
Here, Point A represents the current situation idolized by a vision, the unique value zone (UVZ) represents the strategic activities performed, idolized by mission and Point B represents successful result obtainment idolized by realization.
To make it even simpler to understand, let’s maneuver to this diagram representing results delivered through effective lead generation campaigns for “Royal Enfield” by Creative Zinc.
Likewise, we have Zebronics Nepal, with marvellous results on it Daraz 11:11 campaign launched in November 2024.
Effective campaigns are therefore indispensable for brands seeking major wins. Even statistics suggest that 81% of consumers need to trust a brand before making a purchase highlights importance of campaigns such as awareness campaigns, followed by other ones such as engagement and sales.
The Three Major Marketing Campaign Strategies: Best Marketing Campaign Practices
An experienced fisherman has his own bucket of fishing strategies that bag him hauls of fish. This is to point out the obligatory rule of thumb that even the smallest activity when guided by a strategy attracts victory.
Before identifying the three major marketing campaign strategies, let’s understand how important is a campaign strategy in practice. In a business growth module, a company’s daily operations and business development help in the linear growth of any business. Think of it as just enough fuel to keep a rocket flying. Revolutionary campaigns guided by designated leadership help a business grow exponentially, having the potential to catapult it from a small business to a unicorn.
Now, the 3 major marketing campaign strategies are:
- Above The Line (ATL)
- Below The Line (BTL)
- Through The Line (TTL)
1. Above The Line (ATL)
Above the line is generally an approach designed to go fully into broad reach and mass marketing efforts. Campaigns are voraciously launched in platforms like television, radio ads, print advertisements, billboards, newspapers.
What ATL specializes in is amplifying brand awareness that sticks in the mind of audiences, well and sound. Hence, he omni channel approach to advertising through various platforms is prioritized to the greatest pedestal.
2. Below The Line (BTL)
Digital marketing is a dynamic approach! While a general idea of mass vocalization of brands is important, the after magic of finding a niche-specific audience and driving sales, leads, and responses are equally important. This is where the impact of BTL comes into play.
If Samsung launched a phone that somehow looked like a PSP, for dedicated, hardcore gamers, flyers, email marketing, event invitations, influencer promotions, in-store promotions will be done. This falls under below the lime (BTL).
So what can we extract as the core intention behind running a BTL campaign? Well, we can say “reaching specific people directly”.
3. Through The Line (TTL)
Through The Line is a holistic approach that pulls the best batch of apples from the orchards named BTL and ATL. TTL is basically a combination of ATL and BTL approaches to help achieve a combined and lengthy journey goal. As an example, a brand can embed a creative QR code scanner in billboards(ATL) which drives people to their website.
In TTL, ATL leads the role of loud reach and impression while BTL whispers the role of sales and conversion gently. This campaign strategy invites high focus, lower customer acquisition cost, more metrics to analyze and improvise along exceptional room for creativity!
How Are TTL Results Measured?
- TTL is the most abused marketing campaign Strategy in Digital Marketing. Measuring the success or failure is directly proportional to Return On Ad Spent (ROAS)
- ROAS tells you how many dollars you get back for every 1 dollar you spend on ads — it’s your ad ROI in one number.
- ROAS = Revenue from Ads / Cost of Ads
- Example:
- Spend $100 → Earn $500 = ROAS of 5 (or 500%)
- You’re making $5 for every $1 spent.
Coca-Cola is known to run TTL campaigns that drive exceptional sales and conversions!
Now that we have germinated a clear seed on the best marketing campaign practices, lets shift the gear to identify the 3 major campaign strategies that help brands diversify, experiment, and rule as per their goal, Let’s dive straight into learning about these campaigns on the basis of the market to be targeted.
Different Types Of Campaigns: What Marketing Campaign Format Works Well?
What do top marketing agencies like Creative Zinc engage in after identifying whether ATL, BTL, or TTL goes harmoniously with your goals? They move towards targeting! And depending upon this factor, there exist 3 different types of campaigns:
1. Hyper Local Campaigns:
When a brand plans and executes a campaign targeting a very detailed categorization, or niche of the market, hyper-local campaigns are formed. Hyper-local campaigns are highly converting, engagement, and sales oriented given the identification of the market to tap into.
Personalization is the key here where a small boundary of individuals are the target customers. Due to the in-depth nature of such campaigns, the cost per acquisition increases. For example, if Nike launched new shoes with designs of Maori tattoo styles, their target market would be the Maori people of New Zealand.
2. Local Campaigns:
Under Local Campaigns, the objective is to deliver campaigns to a relatively broader batch of people such as ones living in a city, or a small metropolitan area. While creating campaigns for local campaigns a wide range of interest fields are identified to deliver accordingly.
As an example a campaign launched by Deepal EV, to sell cars in Lalitpur city where smooth-driving pitched roads are a common interest people are enjoying, yet other factors in the campaign still play a role in sales due to varied interests factors.
3. Broad Campaigns:
Broad Campaigns as the name suggests are like a wildfire spreading across mass areas and audiences. The scope doesn’t settle for the national level but international too. What better way to explain broad campaigns than the classic Coke and Momo campaign launched by Coca-Cola throughout Nepal?
Broad campaigns usually evolve, comprising ideas and metrics opposite to those of hyper-local and local campaigns. A large and common interest base of millions must be targeted. For results that speak volumes and grandeur, TTL approach is what the big players and sharks invest heavily in.
The impact is undoubtedly huge and CAC shrinks down! And the answer to what marketing campaign format works well? is purely situational. Brands can effectively deploy any of these three campaigns as per their radius of desired impact.
What Is The Future Of Brand Campaigns
Campaigns are a work of art if painted into words. Each campaign is designed keeping in mind the Key performance indicators to work into and bring out unique value propositions, different than competitors, that customers and clients benefit immensely from.
Moreover, data-driven insights and AI-powered campaigns are likely to thrive, especially with the pace AI and automation is growing. Personalization with the power of AI helps deliver millions of customers such a message that resonates deeply with their interests and sentiments. But one essence never changes, which is the raw power of campaigns to connect people together, have a positive impact on the world and keep marketing fresh and evolving as ever!
