One of my favorite methods of marketing is integrated marketing. I love when I'm scrolling through social media and I see branding for a product, film, service, or artist that adapted to different channels.
It shows consistency and creativity, and it keeps a brand top of mind with its audience. But what is integrated marketing?
In this post, I'll take you through some recent integrated marketing campaigns that delivered an excellent experience for customers and leads alike.
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What is integrated marketing?
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.
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's interaction with its content.
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Best Integrated Marketing Campaigns
1. Starbucks Pumpkin Spice Latte
Channels: Social Media, TV, Print, Email
I always know it‘s fall when I see advertisements for Starbucks’ Pumpkin Spice Latte everywhere, from television commercials to social media ads to TikToks and more.
Starbucks has conducted Facebook Lives announcing the launch of its Pumpkin Spice Lattes and released cozy music streams on YouTube promoting the drinks.
This year, the company released Instagram videos showing pumpkin carvings in the shape of its signature PSL.
What We Like: Starbucks keeps PSL advertisements consistent across all platforms while still adapting to each platform's format, such as Lives for Facebook, Reels for Instagram, and long-form videos for YouTube.
2. Apple: Shot on iPhone
Channels: YouTube, Television, Social Media
Apple‘s "Shot on iPhone" campaign is one of my favorite examples of integrated marketing. The company finds new ways to show the quality of its phone’s cameras and features. The campaign includes:
- Advertisements filmed entirely with an iPhone
- Music videos shot with iPhones
- Social media challenges asking iPhone users to share the best videos and photos they've shot with their iPhone.
Pro-Tip: Apple's campaign calls for user-generated content from consumers, content creators, and artists who use its phones. Consider leveraging user-generated content in your integrated marketing campaign.
3. Hyundai Elantra
Channels: Spotify, Website
A great example of an integrated marketing campaign comes from the 2021 Hyundai Elantra award-winning campaign.
To increase brand awareness among the younger millennial demographic, Hyundai partnered with Spotify and musicians in LA, Miami, and NYC to give customers an insider's guide of the city.
The city guides were made available to audiences everywhere through Spotify podcasts, where drivers could follow along from place to place by listening to the podcast.
What We Like: These guides were audio, video, and even a microsite that housed itineraries and stop descriptions.
As an associate marketing manager at HubSpot, I think this is a great campaign that utilizes the right channels for the audience that Hyundai is trying to reach.
4. “Fatima,” the movie
Channels: Facebook Premiere, other social media channels
In 2020, McKinney and Picturehouse teamed up to launch a new film, Fatima, the historical drama of the Virgin Mary’s appearances to three children in Fátima, Portugal, over a hundred years ago.
The companies developed social content to inspire, connect, and elevate the film’s key themes. It was a social campaign that included more than 200 pieces of content, reaching 14 million people.
But one month before the movie's release, the world and Fatima were put on pause due to COVID-19.
To keep people interested and engaged for another four months, the companies created “Together In Spirit,” a virtual pilgrimage transporting people to the Shrine at Fátima. The campaign videos got more than 27 million views.
At a time when everyone was isolated, the goal of the broadcast was to provide a message of hope, and in the process, it became the best-performing Facebook Premiere event in motion picture history.
Pro-Tip: In the event that something unexpected happens that could affect audience attendance, think about ways to bring the event to your audience via social media, 3D tours, and more.
5. Victoria Monet's “Audience”
Channels: Instagram, Facebook, Billboards
For the 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.
In Canada, a billboard was created in Toronto, promoting the song's Spotify release. In response, Monet posted a picture on Instagram to share with her fans and promote the single:
What We Like: The use of online and in-person marketing methods makes this integrated campaign one that can be seen from anywhere.
From the billboard in Canada to international Facebook and Instagram fans, the release of “Experience” was anticipated globally.
In fact, in one month, the single became Monet's most popular song on the streaming service.
6. REI, #RecreateResponsibly
Channels: Website, Instagram
Outdoor activity is at the core of REI's products. REI sells camping essentials, such as tents, clothes, and insulated containers. In 2020, REI partnered with several groups in Washington state that aim to preserve wildlife and nature.
Outdoor Alliance, The Outdoor Industry Association, and national parks came together for the #RecreateResponsibly campaign.
The point of this was to educate the public about how to stay safe when venturing outdoors, with the main content player being graphics similar to the one below:
This graphic was shared on social media to spread awareness of tips to responsibly venture outdoors to avoid health concerns.
# RecreateResponsibly 's hashtag asks followers to share the tips in real-life situations, shared by REI's Instagram.
With the hashtag and partnerships, the campaign is also boosted by related blog posts on REI's website. Posts like this one offer ways to stay safe while traveling.
What We Like: The hashtag has been used by The National Park Service, Colorado Parks and Wildlife, and Los Angeles National Forest, and brings awareness to large audiences.
The partnerships and REI's content share an educational message and an interactive component — making this campaign diverse and engaging.
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7. Melt Cosmetics, “She's in Parties”
Channels: Website, Instagram, Facebook
“She's in Parties” is the name of an eyeshadow palette from Melt Cosmetics.
Says staff writer Rebecca Riserbato, "The purple palette sparked a hashtag of the same name on Instagram. On the landing page for the collection, there's a section dedicated to Instagram posts with the hashtag."
The campaign inspired a purple theme, which took over the company's Facebook and Instagram accounts. Along with this social media content, influencers sent the palette and began to upload their reviews on YouTube.
For this launch, a variety of social tactics were used. A matching social campaign, user-generated hashtag, YouTube recommendations, and a revolving landing page contributed to where the campaign was distributed.
Pro-Tip: When you know where your audience spends their time, like the team at Melt, you can reach them with a diverse, omnichannel strategy.
8. Brew Dr. Kombucha, “Love Wins”
Channels: Website, Instagram
"In May 2020, Brew Dr. Kombucha released its signature kombucha with limited-edition colorful, rainbow-wrapping for Pride Month," HubSpot writer and Principle Marketing Manager Caroline Forsey recalls.
"The wrapping has the lifeline number to The Trevor Project printed directly on it — the company partnered with The Trevor Project and supports the organization through proceeds of its limited-edition kombucha."
"Along with the limited-edition wrapping, the company created a dedicated landing page for #LoveWins and supported Pride Month with the #LoveWins hashtag across its social channels."
Forsey continues, “Ultimately, I chose this campaign as one of my favorite integrated campaigns of 2020 because I was inspired to see this brand uplift and inspire communities while giving proceeds back to an incredibly worthy cause.”
What We Like: The brand chose a social movement that was important to them, Pride, and celebrated it with this integrated campaign.
This tactic brings awareness to a social cause a respected organization, and enhances a celebration.
Get Started With Integrated Marketing Campaigns
can help increase brand awareness, generate leads, and delight customers. The best-integrated marketing campaigns have an omnichannel approach, encourage audience engagement, and hopefully improve your brand reputation.
The only way to truly create an integrated marketing campaign is to have a marketing plan template to help you identify the proper channels, budget, and strategy for your campaign.
