HubSpot Marketers' Favorite Integrated Marketing Campaigns

 


A tv show is returning, and I am pumped. "The Umbrella Academy" is a sci-fi show based on the comic book of the same name, and it's nothing short of fantastic. 

Superheroes, comedy, a talking animal, and saving the world from imploding — what more could you want?

When I first learned about the season, I was scrolling Twitter and came across the video announcement. I was stoked. A little later, I decided to check Facebook, and saw promo stills for the new season — only building my excitement.

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A couple of weeks later, I saw the official trailer for the first time on Instagram, and again on YouTube. Up until that point, I'd come across promotional content from three different channels for the new season.

This rollout has become one of my favorite integrated marketing campaigns of 2020. The Netflix team is pulling out all the stops across multiple different fronts to keep users excited about the premiere.

It's working for me — I can hardly wait. And in this post, we're going to go over other integrated marketing examples that were extremely effective for them.

HubSpot's Favorite Integrated Marketing Campaigns

Integrated marketing is any marketing campaign that uses multiple channels in execution. For example, you might see a popular new donut flavor in a commercial, then drive past the donut shop to see posters of the donut. And if you flip through Instagram once you get to your destination, you might see a GIF on your feed, displaying the donut.

This style of marketing is great for boosting leads and brand awareness. Using multiple sources to deliver the same campaign diversifies the audience that interacts with its content. Let's look at some recent integrated marketing campaigns that delivered a great experience for customers and leads alike.

1. Hulu's HAHA Awards

Channels: Twitter, LinkedIn, YouTube, Website

One of my favorite integrated marketing campaigns to come along is the launch of Hulu's HAHA Awards. HAHA is a clever acronym, standing for "Hilarious Animated Hulu Awards," which I love.

Initially, I saw the commercial during a regular ad break while watching — of course — Hulu:

Because there's no awards show for animated content, the team at Hulu decided to change that — and get fans involved. Fans can vote for the awards on Twitter and Hulu's website.

I appreciate that anyone with a Twitter account can participate in voting, regardless of if they are Hulu customers. Some of the categories are popular tv shows, like Archer and Bob Burgers, so the masses can vote. Additionally, people without a Twitter or Hulu account can vote, just by visiting the website.

The tactic of using YouTube to introduce the campaign, as well as alternate methods of voting, make this campaign a chance for Hulu to delight customers and earn more quality leads from social media.

2. Victoria Monet's "Audience"

Channels: Instagram, Facebook, Billboards

For new single, "Experience," R&B singers Victoria Monet and Khalid collaborated with Spotify for a release campaign. The campaign included online and in-person marketing tactics, and is the favorite campaign of staff writer Jay Fuchs.

In Canada, there was a billboard put up in Toronto, promoting the song's Spotify release.

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