The Top 4 Digital Marketing campaigns of 2020

  • 1 PS5 - Tube Signs
  • 2 Amazon - The Show Must Go On
  • 3 Google - A Year in Search
  • 4 World Health Organization - COVID-19 PSA


What a year it’s been. With the disruption that COVID has brought on the world, Digital Marketers have had to get creative with limited tools and scope at their disposal. Still - whilst there may not have been the opportunity to create huge, expansive campaigns here are a few that have really stood out:

#1 PS5 - Tube Signs

To celebrate the hotly anticipated PS5 launch, Sony changed the Oxford Circus Underground signs in tribute to their iconic controllers. Partnering with the Transport for London, in ‘normal times’ it would benefit from being one of Europe’s busiest streets averaging 13,560 pedestrians an hour. However, in the unique circumstances, the viral-nature of the stark night time images were more central to its aims.

#2 Amazon -  The Show Must Go On

Playing on the frustration and disappointment of 2020, Amazon manages to lift spirits with a tale about a ballerina with big dreams. Simon Morris, VP global creative at Amazon, said: “Our TV ad is inspired by and pays tribute to, the unbeatable human spirit and the power of community that we have witnessed so often this year.”

#3 Google - A Year in Search

Google’s hotly-anticipated "Year in Search" list was released on Wednesday, anchored by an emotive advert on Instagram.  The list features the year's top trending searches, which had a high spike in traffic over a sustained period in 2020 compared to 2019. As people tried to make sense of the chaotic news cycle of 2020, global queries including the word "why" — such as "why is the NBA postponed?" and "why is toilet paper sold out?" — were searched more often than in any year before.

#4 World Health Organization - COVID-19 

World Health Organization, the United Nations Foundation, and "Despicable Me" animation studio Illumination teamed up for a public service announcement starring Gru and his Minions. Actor Steve Carell voices the lovable rogue Gru's appeal, ending the PSA with a clear message:

"Now this does not come naturally to me, but try to be kind to each other. This is a tough time for everyone. . . Stay home, stay healthy, and remember, we're all in this together — but totally separate! You know what I mean."

Campaign strategy with TrendLab

These are great examples of how, even in trying times, campaigns can appeal to audiences heartstrings. Or in Playstation’s case, their well-known symbols. But even without these big brands and their budgets, there are opportunities to exploit such campaigns using Trendlab,  

Trendlab helps Digital Marketers perfect the art of Newsjacking. This way, you can be the first to piggyback on Exploding stories in realtime - giving you an opportunity for real-time reactive marketing. We give you detailed reports for your industry, consumers and brand, ensuring that you can make informed data-driven decisions at the click of a button. 

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