Advertisements are everywhere around us and advertisers have to work very hard to make us appreciate them. Some businesses invest millions of dollars and, with almost no capital, others have managed to attract publicity.
Kim Kardashian’s Skims underwear
On the official website, the underwear/shapewear line of Kim Kardashian appears in limited batches, stirring up the hype. Kim’s team uses the scarcity theory of Robert Cialdini. This suggests that the less frequently we have an opportunity to purchase a commodity (and the harder it is to buy it), the more desirable it appears to be. The likelihood that it will be bought by anyone is extraordinarily high.
Storing the things of their regular clients at the hotel
In 2014, The Grand Hyatt Melbourne provided a service to its loyal customers: leave it at the Hyatt. At the hotel, customers should leave their luggage, so they can use it when they come back. They don’t have to bear bags when they return to the hotel, and their stuff (like the stuff they left there) is already washed and ironed in their rooms.
Prank party from a shoe store
A closed presentation of Palessi shoes has been invited by fashionable women from Los Angeles. All was done so well that the shoes, at $200 a pair, sold like hotcakes. Everyone was surprised when they learned that this designer did not exist and that a nearby mass-market shoe store arranged the party to illustrate how little difference there really is between brands.
Kylie Cosmetics viral challenge
With a controversy surrounding lip fillers, Kylie Cosmetics, which belongs to Kylie Jenner, gained attention. Kylie Jenner denied the use of lip fillers and claimed she was using only the right makeup. Yet she wanted to use this fiasco as a publicity move because nobody believed her. Teenagers also posted the “Kylie Jenner Challenge” on social media.
They changed their dress code to increase their sales at Procter & Gamble (the maker of laundry detergents like Benefit and Tide).
In the ’80s, Procter & Gamble boosted sales of their detergents by 20%. Together with Levi Strauss Jeans, the company did a study and discovered that their core audience was employed and that if they did not wear suits to work (which are taken to dry cleaners), but instead wore daily clothes, the use of their detergents would increase. Compared to those who have rigid dress codes, workers who wear casual clothing work more effectively. So P&G agreed to add relaxed Thursday Fridays
Clairol hair dye
“The commercial for Clairol in 1957 had this catchphrase,” Does she … Or does she not? The purpose of the campaign was to emphasise the natural hair colour produced by Clairol. The ad clarified that whether a woman dyes her hair or not, only a hairdresser knows for sure and the implication was that it was hard to say. The campaign finished in ninth place on the list of the 10 best 20th century campaigns.
Marilyn Monroe in an ad for The Seven Year Itch
A marketing move was actually the picture that got Marilyn Monroe divorced from her husband. Her dress is starting to fly, but it’s not because of the air coming out of the vent. The dress flew because there was a big fan and there were a lot of people watching around the actress, who were particularly invited to the shot. Joe DiMaggio, Marilyn ‘s husband, was in the crowd and he got really mad. The photo was distributed in the worldwide media and the movie The Seven Year Itch ended up becoming quite popular.
Boxes of sanitary napkins from Johnson & Johnson without any branding
The Johnson & Johnson Modess sanitary napkins were marketed in the 1940s using women wearing amazing skirts. The goods themselves were not seen and the slogan was very mysterious: “Modess … Modess …” Since.’ The napkins were sold without any marking in ordinary boxes. The arrangement was intended to conceal the box’s contents.
De Beers wedding ring ads
The De Beers Millennium (10.10 carats), which sold for $32 million, was the biggest diamond in the history of diamond auctions.
The De Beers business that operated South African mines altered the collective mindset toward involvement during an economic crisis. “We gave up on ads featuring women wearing amazing dresses and substituted black and white posters with them that spoke to men and said,” No, your wife didn’t pay for this ad (but she told us what paper you were reading).
Carrie-style telekinesis in a public place
The New York viral marketing company, Thinkmodo, created a scene similar to one from the movie in a New York coffee shop, reminiscent of the classic horror film Carrie. The visitors believed the telekinesis of a young woman was initiated when a man inadvertently spilled coffee on her laptop.
“Hidden” Puma advertisement
Jamaican athlete Usain Bolt took off his golden Puma sneakers and froze in his usual position during the Beijing Summer Olympics, pointing his finger right at the shoes. Puma wrote a book about Bolt, also showing a hidden animation of his sprint flipbook.
WePay’s move to unfreeze your money
WePay truly wanted PayPal to compete. PayPal ‘s concern was that they froze their customers’ accounts. WePay actually froze several hundred dollar bills and wrote on a large, 600-pound block of ice, “PayPal freezes your accounts.” WePay co-founder Rich Aberman sent the ice message to a PayPal conference with the statement: “Use WePay to unfreeze your money.”
What commercial seemed to be the most powerful for you?
Preview photo credit Payless / Youtube