Meaning of marketing campaign

A marketing campaign refers to campaign activities aimed at reaching out to new customers and acquiring potential customers. Campaign is a military term that refers to a strategic action to achieve a specific objective.

Marketing

in business refers to “all activities that deliver value to customers,” so marketing activities include not only market research and advertising but also sales. So keep in mind that a sales campaign is a part of a marketing campaign.

Marketing campaign examples

Here we will introduce an example of a marketing campaign.

“Post your NO MUSIC, NO LIFE. photo” Tower Records

This is a marketing campaign conducted by Tower Records, a major CD shop chain, in 2017. Through SNS, we asked users to post photos that made them feel “NO MUSIC, NOLIFE.” Although the campaign did not directly promote CDs, it was a marketing campaign aimed at making customers aware of the connection between music and memories, and encouraging them to visit CD shops.

“Mushroom/Bamboo shoot general election” Meiji

The popularity of the popular snacks “Kinoko no Yama” and “Takenoko no Sato” sold by Meiji has long been divided among consumers, with those who favor Kinoko no Yama and those who favor Takenoko no Sato. In 2001, Meiji conducted a marketing campaign called “Mushroom/Takenoko General Election” to address this controversy. Voting and results were announced via SNS. Perhaps as a result of this campaign, sales of both snack foods, which had been sluggish for a while, recovered, and to this day they are still sold as standard Meiji snack foods.

Although both campaigns do not directly appeal to customers to purchase, they aim to impress customers with the image of the products and create a state of mind that makes them want to buy.