New Year marketing campaigns can often get overshadowed by the madness of Christmas. There are still plenty of fantastic campaigns out there however. According to a recent YouGov poll, the most popular New Year’s resolutions for 2018 are as follows:
- Eat better
- Exercise more
- Spend less money
- Self care (i.e. get more sleep)
- Read more books
- Learn a new skill
- Get a new job
- Make new friends
- Get a new hobby
- Focus more on appearance
January is an opportunity for brands to capitalise on these resolutions by engaging the emotions of their audience.
1. Weight Watchers – Live bigger in a smaller, healthier body
Weight Watcher’s launched a campaign called “Live Bigger In A Smaller, Healthier Body” in 2017. Playing on the phrase, “Live Bigger”, it is an attempt to motivate people to change their lives for the better. The ad specifically targeting women, follows them at different stages of their weight loss journey and promises Weight Watchers support in their attempt to love a ‘bigger life’.
2. Google search
Google does everything brilliantly and their annual ‘Search Video’ follows that trend. It is a two minute snippets of all the hottest search terms, uncovering “What the world was searching for?.”
Google’s Year in Search 2017 site also lists the top terms broken down by country, as well as categories such as people, news, actors, consumer tech, and more. Top global searches includes a natural disaster, the latest phones, celebrities and TV shows.
3. Sainsbury’s kitchen dancing
January is the perfect opportunity to ditch the take-aways and start cooking for yourself once again. Sainsburys kicked off the new year in 2017 with a decidedly upbeat new campaign, celebrating the joy that comes with cooking rather than fast food and demonstrates how timing is everything when it comes to making the most out of your campaign message.
4. Swedish Pharmacy: Quit-Smoking – The coughing billboard
This clever out of home campaign features an animation of a young man coughing excessively once he gets a ‘whiff’ of a cigarette from a passerby. The key purpose of the campaign is to promote healthier living and extended life and is a great way to directly communicate with the exact people that your campaign is trying to target.
5. Fitbit Ionic – Still got it
Fitbit’s new Ionic smart watch puts the spotlight on middle-aged men fighting back by taking on a variety of new fitness challenges. The one common denominator is the Fitbit companion that travels with them wherever their fitness adventures will take them. While not a New Year’s specific campaign, it will certainly resonate with the public this time of year as we all try to get back on track.