We compiled office-wide opinions to gather a diverse list of what caught each pair of BrandJuice eyes this past year. From humorous campaigns to political revolutions, ideas that struck an emotional chord to everything in-between, here’s the BrandJuice list of brands who brought their A-game in 2016.
1. Airbnb
The “Don’t go there. Live there.” campaign went further than word of a mouth and digital with a big idea—an emotional vs. transactional idea. A media agnostic vs. digital idea. They convinced consumers to like more than the apartments, houses and vacation properties of Airbnb, they convinced people to connect emotionally with the organization itself. Well done, Airbnb. Well done indeed.
Watch one of our favorites here: https://www.youtube.com/watch?v=1AtjOKph7-k
2. Yeti
The Texas-based lifestyle brand launched branded content videos to show they haven’t lost the values associated with their original outdoorsmen audience by featuring authentic storytelling in a series of short films. The homegrown stories delve into American values to show consumers they remember where it all started, with people.
To watch: https://stories.yeti.com
3. Netflix
Redefining how we consume content, Netflix continues to lead the streaming game—even providing an alternative for those looking to cut the cord with their traditional cable companies. This year, the streaming service upped their game with new—and very noteworthy—original content including the unexpected hit Stranger Things.
Read more about their growth: http://www.cnbc.com/2017/01/18/netflix-fourth-quarter-2016-earnings.html
4.Samsung
We know, we know… the explosive phones were a major issue. But prior to that, Samsung’s marketing was actually able to compete with the monopoly-like nature of Apple in the world of smart phones. The ads were a funny peak into real-life, but also strategically made consumers realize a missing feature from previous smart phone capabilities, which happened to be Samsung’s new point of difference.
Enjoy: https://www.youtube.com/watch?v=el9D3bjmx50
5. Sonos
This tech underdog, a home sound system, opens consumers’ eyes to the inconveniences around most services in the market through sarcastic tonality and clean, simplified design.
Rethink your listening habits here: https://www.youtube.com/watch?v=iR8KFXaE1sw
6. Rio Paralympics 2016
The “We’re the Superhumans” video pushed the envelope in an industry that is often forced to tread lightly to be sensitive to disabilities and remain politically correct. It evoked feelings of “what can I be?” and “how can I be better?” to inspire confidence and generate empowerment.
Take a look: https://www.youtube.com/watch?v=IocLkk3aYlk
7. Maltesers
A Mars candy company creatively followed suit with a humorous storytelling approach in their new ad series. Taking all audiences by surprise, Maltesers made light of the challenges that face the challenged. Maltesers took a risk–some consumers judged them, others loved it, but those in the ad world praised them for their courage and creativity.
Watch here: https://www.youtube.com/watch?v=YgUqmKQ9Lrg
8. The Kardashians
The Kardashians are old news. But the way they refreshed their public image in 2016 is not. Whether it was through refining their approach or reframing perspectives entirely however, is up to you to decide.
You may remember our take on this article: http://www.nytimes.com/2017/01/04/fashion/kim-kardashian-west-family-video.html?smid=fb-nytimes&smtyp=cur&_r=0
9. Donald Trump
Albeit controversial, Donald Trump created an uproar of conversation through a truly one-of-a-kind brand—one that amassed an unexpectedly powerful following. 2016 saw Trump uproot the way politics have traditionally been done in America.
……https://twitter.com/realDonaldTrump
10. Artifact Uprising
A master in the art of storytelling, Artifact Uprising continues to cultivate a brand built around capturing and showcasing simple human moments in their purest form. That, and they are making a new name for print in a now digital era.
See more: https://www.artifactuprising.com/