Successful digital marketing campaign examples

Successful digital marketing campaign examples

Digital marketing campaigns are a crucial part of the overall marketing strategy for most companies. As a business executive or marketing manager, you need to know what a great digital marketing campaign looks like to help your brand succeed.

This guide will show you some real-world examples of successful digital marketing campaigns to give you inspiration about how to optimize your existing initiatives or create better campaigns going forward. Youll learn about the elements that made some of the world’s best digital marketing campaigns so effective — and how to use them in your own business.

This article will explain:

  1. Airbnb — “Made Possible by Hosts”
  2. UNIQLO — “Uncover”
  3. American Express — “OPEN Forum”
  4. Slack — word-of-mouth marketing
  5. Dove — “Project #ShowUs”https://word-edit.officeapps.live.com/we/wordeditorframe.aspx?ui=en-US&rs=en-US&wopisrc=https://adobe.sharepoint.com/sites/BizWeb/_vti_bin/wopi.ashx/files/220ed488cfe642cabec5314a4fc85fe5&wdenableroaming=1&mscc=1&hid=ACA7AFA0-C0C0-3000-8E67-87E3F8D2E736&wdorigin=BrowserReload&jsapi=1&jsapiver=v1&newsession=1&corrid=3fe2bd2c-8822-40fc-84d7-2d51cfa68437&usid=3fe2bd2c-8822-40fc-84d7-2d51cfa68437&sftc=1&cac=1&mtf=1&sfp=1&instantedit=1&wopicomplete=1&wdredirectionreason=Unified_SingleFlush&rct=Normal&ctp=LeastProtected#_k2awj8rirgjh
  6. Lyft — referral program
  7. Red Bull — “Red Bull Stratos”
  8. Sephora — merging online and in-store experiences
  9. Heineken — “Cheers to All”
  10. JetBlue — using Twitter to provide instant customer service

What is a digital marketing campaign?


A digital marketing campaign is a strategic plan for promoting your business online. The goal of a digital marketing campaign is to grow your business in relevant online spaces to boost brand awareness, engagement, and conversions with your target audience.

Digital marketing encompasses any method that connects you to your audience via a screen. This includes methods like social media, email, video, blogs, chatbots, display ads, and more.

While there’s some value to traditional marketing like direct mail or billboards, more companies are investing in digital marketing for one simple reason — it works. Digital marketing campaigns are beneficial because they:


Digital marketing gives your business the freedom to reach consumers in a nearly unlimited number of ways. With so many options, it can be difficult to know which digital marketing strategies will work best for your audience. That’s why it’s so important to study other successful digital marketing campaigns.

Examples of digital marketing campaigns

Some of the world’s biggest brands invest resources into pushing the limits of what’s possible with digital marketing. These 10 examples of successful digital marketing campaigns demonstrate masterful timing, targeting, and messaging that business leaders can emulate in their own campaigns.

1. Airbnb — “Made Possible by Hosts”

Airbnb campaign example

https://www.youtube.com/watch?v=aA6UaOAaJaI

The 2021 Airbnb campaign “Made Possible By Hosts” capitalized on user-generated content (UGC) in its video “Forever Young.” The slideshow-style video showcases renters having a great time together at an Airbnb, featuring their trip photos on top of a sentimental soundtrack.

Not only did this video highlight the amazing properties and activities in a subtle nod to the Airbnb experience, but it focused on the feeling renters have when they book weekend trips with Airbnb. Without words, the video encouraged renters to book their own “remember that weekend?” trips.

Globally, the campaign brought in an impressive 17 million views across Airbnb’s platforms. This successful social media campaign targeted both hosts and renters, which allowed Airbnb to create an initiative that boosted property listings and bookings.

Here are some takeaways from the campaign’s tactical approach:

2. UNIQLO — “Uncover”

UNIQLO is a Japanese retail company that sells casual clothes. It wanted an innovative way to spread buzz about its HEATTECH clothing in the Australian market. UNIQLO created an omnichannel experience that encouraged both in-store and online shoppers to participate in a giveaway.

For the campaign, UNIQLO installed digital billboards at 100 locations throughout Australia, as well as similar videos on its YouTube and Facebook pages. The billboards and videos encouraged people to snap a photo of a unique code and upload it to the UNIQLO campaign page.

After educating the consumer about HEATTECH, UNIQLO would display either a free t-shirt deal or an ecommerce discount code. From there, the digital marketing campaign nurtured leads by encouraging them to sign up for the UNIQLO marketing newsletter. The results were also shareable on social media so that participants could encourage their friends to get in on the fun.

The UNIQLO campaign generated 1.3 million video views, 25,000 newsletter subscribers, and 35,000 new customers.

Here are some takeaways from the campaign’s tactical approach:

3. American Express — “OPEN Forum”

American Express campaign example

https://www.youtube.com/watch?v=zSx2p8hQwMs

American Express is a large credit card company that specializes in credit cards for businesses. In 2007, the company wanted to position itself as an authority on business to improve SEO and attract more business owners to its web properties. American Express created the OPEN Forum, which invited experts from different industries to create guest posts.

This digital marketing campaign was all about collaboration. It helped American Express quickly create high-quality, expert content on marketing, sales, entrepreneurship, finance, productivity, and more. Since the content was entirely outsourced, American Express didn’t need to invest in producing material internally. The guest collaborators also promoted the content to their networks, which helped the company boost its reach.

American Express is still continuing the OPEN Forum campaign today, albeit under the name Trends and Insights. It’s one of the most effective content marketing campaigns of all time — in fact, it’s the company’s top lead source for new card members.

Here are some takeaways from the campaign’s tactical approach:

4. Slack — word-of-mouth marketing

Slack is a popular instant messaging and chat app for businesses. From day one, Slack prioritized customer feedback and user experience to build an effective collaboration platform. With competing solutions emerging from other tech companies, Slack decided to focus its promotion efforts on word-of-mouth marketing.

Slack created “The Wall of Love” digital marketing campaign to highlight glowing remarks about Slack. The Wall of Love is a Twitter account (@SlackLoveTweets) that retweets users sharing their positive experiences with Slack.

While The Wall of Love wasn’t Slack’s only digital marketing success, it shows just how powerful — and easy — it is to collect social proof. This campaign helped contribute to Slack growing to more than 8 million active daily users.

Here are some takeaways from the campaign’s tactical approach:

5. Dove — “Project #ShowUs”

Dove campaign example

Beauty and skincare brand Dove wanted to create a digital marketing campaign that featured everyday women. Since 70% of women don’t feel represented in mainstream advertising, Dove created Project #ShowUs in 2019 to improve representation.

Project #ShowUs was an image collection campaign that generated diverse stock imagery. It sourced female creatives through Girlgaze to ensure the creatives producing the content were represented too.

Today, Project #ShowUs is the world’s largest stock photo library created by women. More than 10,000 photos are available on Getty Images, which reinvests 10% of the proceeds to continue funding Project #ShowUs. The campaign received an impressive 100% positive brand sentiment for Dove, so it was a win both for representation and the brand.

Here are some takeaways from the campaign’s tactical approach:

6. Lyft — referral program

Lyft is a rideshare company based in the United States. Faced with fierce competition from Uber, Lyft needed to convert its riders into brand advocates. The goal was to mobilize its riders into an affordable, ready-made salesforce that would grow Lyft’s platform.

Lyft’s referral program allowed users to invite riders and drivers via the app, email, or SMS. With a max of $2,000 per week in free rides, the high limit incentivized users to promote Lyft.

Here are some takeaways from the campaign’s tactical approach:

7. Red Bull — “Red Bull Stratos”

Red Bull campaign example

Red Bull is an energy drink brand that’s known for marketing itself through adventure and sponsorship of extreme sports. But in 2012, a Red Bull digital marketing campaign called Stratos really turned heads.

Red Bull live-streamed a video where a man broke the Guinness World Record for freefall skydiving by jumping from space. This campaign was all about surpassing human limits, but it also surpassed the brand’s expectations. Stratos generated an impressive 6.8 million views on YouTube.

Here are some takeaways from the campaign’s tactical approach:

8. Sephora — merging online and in-store experiences

Many brick-and-mortar brands are floundering in the age of ecommerce, but cosmetics brand Sephora is flourishing. Sephora is successful because its digital marketing campaigns focus heavily on omnichannel experiences.

For example, the Sephora app mimics the in-store shopping experience. Its artificial intelligence (AI) and augmented reality (AR) tools allow shoppers to try on cosmetics from the comfort of their homes. The app connects to Sephora’s ecommerce platform, which makes it easy for shoppers to check out with a few taps. Sephora uses application engagement data and geolocation data to customize suggestions in the app to boost conversion rates.

Here are some takeaways from the campaign’s tactical approach:

9. Heineken — “Cheers to All”

Heineken campaign example

Beer brand Heineken took a similar approach to the Dove campaign to combat gender stereotypes. “Cheers to All” broke stereotypes about gender and drinking. Its “Men drink cocktails too” slogan showed that women can enjoy Heineken beer and men can order cocktails.

This campaign was about beverages appealing to multiple genders. “Cheers to All” subtly promoted Heineken beer to women while breaking down stereotypes and representation issues in the beer industry. The video received nearly 800,000 views on YouTube.

Here are some takeaways from the campaign’s tactical approach:

10. JetBlue — using Twitter to provide instant customer service

The airline JetBlue wanted to differentiate itself from low-cost competitors, which were infamous for offering poor customer service. JetBlue leaned into using Twitter as its customer service (and marketing) hub.

JetBlue provides customer service on Twitter, where it tries to quickly reply to every tweet. The goal is to handle customer issues immediately and forge one-on-one relationships with flyers. The ultimate goal of this approach is to build trust and create positive experiences for travelers who need immediate assistance.

Here are some takeaways from the campaign’s tactical approach:

Set up your digital marketing campaigns for success

Digital marketing campaigns help brands stand out, and there are many ways to do them. Learn to think outside the box by following in the footsteps of these 10 successful digital marketing campaign examples.

Whether you’re just getting started or are refining your digital marketing campaign strategy, the next step is to evaluate your campaign management solution and process to ensure it gives you the workflow control, data management, and customization you need to develop compelling digital marketing campaigns that increase conversions.

Adobe Campaign makes it simple to visualize customer journeys across all channels to synchronize campaigns into one manageable workflow.

Watch the overview video to see how to build engaging, personalized experiences at scale and improve your brand’s impact with Adobe Campaign.