February 2024 Marketing roundup
The monthly marketing roundup is a series where I share the best marketing campaigns and content from each month. It is a more in-depth version of the weekly marketing roundup I do on my Instagram story.
Kai Collective's One Sale A Year Promo Video
Okay, I freely admit I might seem like a massive Kai Collective superfan, but they're truly a brand that just gets it. Their one-sale-a-year announcement video was simply phenomenal. The production, the storytelling, everything was top-notch.
Seriously, I just rewatched it while typing this, and it gave me chills all over again.
Oh, and they didn't stop at just one video, either. All the content they released around the sale was pure gold. Elite, even!
Rhode’s Viral Phone Case
The Rhode phone case went viral after it was spotted with Hailey Beiber. Everyone has been talking about how genius it is. This is exactly why I'm such a big advocate for brand merch, especially cool, well-designed merch. I see similarities between this and the Topicals eye mask. They're both items that when you see a lot of people using them, you get curious and want to know what the hype is all about or where they're from.
More Tea! A Tiktok creator found the product designer that worked on it and apparently, he also worked with Glossier as a product designer…such a creative person, damn!
Abbott Elementary 3D Billboard
We've seen our fair share of 3D digital billboards, but a physical 3D billboard? Now that's groundbreaking! The level of detail on this one is truly impressive.
The human billboard
No, this isn’t CGI, this happened in Lagos, Nigeria. It was to promote the Showmax movie “Dead Serious”
DLT Malta: Lineup Hunt
DLT Malta announced their lineup in a super creative way! They asked people to spot the artists hidden in the poster. This led to tonnes of comments and guesses, with some even hilariously mistaking an image for Michael Jackson.
DLT Malta's response to the Michael Jackson situation was equally funny, by the way.
Credit: @DLTbrunch’s Twitter
BEIS Luggage Free Wash
We live for reactive marketing and brand experiences over here! Backstory: People had been complaining on TikTok that their BEIS luggage got dirty fast, even after just one trip. BEIS's genius response? A free luggage wash experience! They replicated a car wash and collaborated with other TikTok famous brands like Scrub Daddy and Chamberlain Coffee. There is no better way to respond to customer complaints
Beyonce x Verizon super bowl ad
Okay, as a Beyoncé stan, status practically requires that I include this. (Don't worry, I’ll be objective-ish ;)
We all know the outcome of this ad, so let's talk about the message the ad was trying to convey. The message is that “not even Beyoncé can break Verizon's 5G.”
The production budget plus the budget for Beyoncé must have been huge! I love the references to trending topics; her running for president (with the US election coming up), joining Twitch and launching Beyoncé AI ( we need the Beyoncé Al tho)
Overall, this ad gets a solid 10/10 from me. It's incredibly rewatchable and will forever be linked to the new Beyoncé album.
**As a non-US resident, I also never knew Verizon before this, but now I know them…so great job.
Kanye's Super Bowl Commercial for Yezzy
So, did Kanye's commercial actually air during the Super Bowl? I have seen mixed reports; most are saying it didn’t air nationally and only aired in some regions. Regardless, it sparked a conversation! Are we entering the era of user-generated commercials, i.e. commercials with minimal production?? Let's see where this goes!
GAP x Tyla x Jungle - Linen Moves Campaign
One of this month's most talked-about campaigns, outside the Super Bowl.
Gap showcased their linen collection in a dance-focused video campaign. I love how the video cleverly uses trends people already know and love.
Tyla's Viral Dance Moves: Tyla went viral for her unique dance moves for her song “Water”. Although this might have been filmed before the Grammy’s, post-Grammy, she is even more relevant.
Jungle's Viral Track: The video features the song and choreography from Jungle’s “Back on 74," a song that already went viral on TikTok. This makes it culturally relevant and highly rewatchable.
Highly rewatchable: The ad's catchy dance routine and music make it highly rewatchable, capturing a key feature of classic commercials, something you'll want to watch again and again.
Lego Valentine's Day Campaigns
I love how Lego brilliantly positioned itself as the perfect Valentine’s Day activity or gift for couples.
Two campaigns that caught my eye
Lego Le Florist Pop-Up at Battersea Power Station London
Lego’s date night box for Lego Singapore, which features lego conversation cards
Credit: Ruby C on LinkedIn
Oscar’s Barbie-themed promo video
Nothing much; I just thought this was funny and cheeky. Why Barbie theme though? Was this a response to the Margot Robbie snub for best actress? We may never know!
Temu’s Super Bowl Commercial
I can already hear the “Nooo, how can you even include that??”, but wait. I think the commercial served its purpose. I know it's been criticised by everyone on Twitter because it aired 6 times and Temu reportedly spent $6 million on it but here are the reasons why I think it works;
Brand Awareness: I guess the aim is for brand awareness, hence the repetition, they want Temu to be stuck in our heads
The Jiggle: The creative might have been questionable but the catchy jingle is still stuck in my head months after. Isn’t that some sort of brand awareness?
The creative looks budget-friendly & on-brand: Temu isn't trying to compete with luxury, celebrity-filled ads. They want you to remember their name: Temu. I think the ad's intentionally low-budget look perfectly reflects Temu's (their) brand message – affordable finds so you can shop like a billionaire.
That’s all for February! Let me know if there are any campaigns I missed <3
