The Best Marketing Campaigns of COVID-19
Limitation drove innovation during the coronavirus pandemic
For the most part, the COVID-19 pandemic was a dumpster fire, and we’re still a long way from getting out of the woods yet. But among all of the negatives, one thing is for sure: We saw some exceptional creative work emerge during 2020 and the first part of 2021.
While others may say that this work happened in spite of the pandemic, I’ve long held the belief that creativity feeds on constraint and that this work emerged because of the pandemic.
There were so many clever and creative campaigns, so here I’ve pulled together my list of the best of the best. Without further ado, here are the winners.
Best User-Generated Content Campaign
Microsoft Teams: “To Every Mom Doing Their Best”
This campaign ran in time for Valentine’s Day 2020, and as a mum, it was relatable AF. Microsoft cleverly got around shooting restrictions during the lockdown, and instead relied on user-generated content, a more authentic and trustworthy alternative to brand-generated content.
Best Antimarketing Campaign
New Zealand Tourism: “Travelling Under the Social Influence”
Laughter is the best medicine, and so this hilarious spot is the belly roar we all needed right now. This is a stellar example of going beyond demographic targeting and instead focusing on psychographic targeting to zero in on-key audience insights. With this campaign, NZ Tourism has pinpointed who their ideal audience is, not just based on where they live but also on their personalities, beliefs, and attitudes.
