This year has been a big one. For me, for entrepreneurs and for the world.

There have been many more advancements in marketing specifically the way that organizations and businesses use an integrated approach to media to reach their goals.  Many brands are coupling online efforts with offline actions to produce a great result.

For the entrepreneur, its a wonderful time to be creative. Some of my favorite campaigns have used clever strategies to connect with their target audience. Social media #hashtags, cross promotion between not-for-profit and commercial businesses, and storytelling are vibrant methods to achieve goals.

Below are my top 3 marketing campaign/movements of 2015, in no particular order.


#withMalala

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Malala Yousafzai has the most inspiring story that begun with a tragedy. in 2012, Malala was shot in the head on her way home from school, after being targeted because of her belief in education for women. That same year, she and her dad created the Malala Fund, to bring awareness to the social and economic impact of girls’ education and to empower girls to raise their voices, to unlock their potential and to demand change. 
In 2014, she became the youngest person (17) to win the Nobel Peace Prize and in 2015 she turned 18 and sparked movements using #hashtags that have spread like wildfire globally. Not only did she create the #withMalala support movement, she motivated a global audience take part in several movements. This year alone, the following campaigns were produced:

  1. #Dearsisters – On the one-year anniversary of the Nigerian schoolgirls kidnapping, more than 3,400 people from around the world joined Malala in a letter-writing campaign to send words of support to the Chibok girls.

  2. #12years – World Leaders Committed to 12 years of education for every child. 

  3. #BooksNotBullets – supporters from around the world stood with Malala, “if the whole world stopped spending money on the military for just 8 days, we could have the $39 billion needed to provide 12 years of free, quality education to every child on the planet.” In 8 days, she garnered 20,000 posts of support for this mission!

  4. #withMalala – Over 1 million people around the world stood #withMalala and signed her petition supporting girls? education.

?If the whole world stopped spending money on the military for just 8 days, we could have the $39 billion needed to provide 12 years of free, quality education to every child on the planet.?

 


 

REI #OptOutside

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This was my favorite campaign in support of anti-black Friday movement. The #OptOutside campaign favored being outdoors on a busy shopping day as opposed to a mall and underscores the brand’s mission for both consumers and employees as their 143 stores were closed that day. Instagram users used the hashtag to post photos of themselves in their favorite outdoor spots on that day. The website shows the images of the 1 million + people that decided to participate.

On their blog, REI has a giant list of groups that banded together to support their campaign.   Banding under the #FreshAirFriday banner, parks in Colorado, Arizona, Oregon, California, Delaware, Kansas, Massachusetts and Minnesota offer free or reduced entry of some kind. In Colorado, for instance, residents can go to all 42 of the state’s parks.

Love a campaign that promotes the outdoors. Plus they quantified everyone who participated with this cool counter that’s now on their site.

?REI is focused on a living a life outside.?

 


 

Caitlyn Jenner in Vanity Fair

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This isn’t a campaign! Or is it?

Well it was a well-played, strategic move to make a transgender transformation in Vanity Fair magazine.

Caitlyn does have many speaking engagements lined up as well as a book tour and a TV show on E! coming soon.

The timing on this was utterly perfect. With the TV show, Transparent on the air as of 2014, marriage equality rights in the US finally being recognized this summer, and of course, the Kardashian popularity, this really was the perfect time for Caitlyn to emerge.

The movement of gender transformation is finally here. I’m excited that Caitlyn is leading the movement toward acceptance.


Movements from small actions were a big part of 2015. Digital marketing tools brought success to these campaigns. Hashtags aided in bringing that message to the masses and inviting participation.

Now more than ever can an emerging brand become visible by a large audience. Whether its creating your own movement, participating in another or partnering with a like- minded brand, using the advances of digital tools with offline presence is sure to help your next campaign!