From the glorious triumph of the Women’s Euro to the sad passing of Queen Elizabeth II, 2022, (like most of the 2020s), has had its ups and downs. In the shadow of these historic events, any content marketing agency, and the marketing world, has been working overtime to keep up with so much breaking news and so many trending topics. We’ve taken a look at some of the best and worst marketing campaigns of 2022.
The Good: Some of the best marketing examples in 2022
EE – “Hope United”Mobile network, EE, released their Hope United campaign back in July. The campaign, which was released in conjunction with the UEFA Women’s Football Championship, was launched to tackle online sexist hate while delivering powerful messages of perseverance and unity through visual imagery. Throughout the 90-second advertisement above, various players from the Women’s EURO football team are met with the line “That’s going to be a problem” when faced with obstacles such as gruesome physical injuries, parenting and menstruation. The campaign cleverly demonstrates the less glamorous side of everyday life as a professional female footballer and challenges social discourse surrounding gender biases. Premier League footballer, Jordan Henderson, concludes the advert with the evocative line; “Women face problems every day, but sexist hate, that’s not her problem. It’s ours”. Before a closing shot showing the men’s and women’s football teams united, the words ‘SEXIST HATE STOPS WITH MEN”. This was a large integrated campaign encompassing ATL adverts, digital PR services, and highly engaged influencers with social marketing services across channels. Using the hashtags #HopeUnited and #NotHerProblem, it generated (Sep-Oct ’22, measured via Brand Mentions):
- 925 mentions
- 45.7k interactions
- 55.4k reach
- 45k likes
- 99% positive sentiment (909 positive mentions vs 3 negative mentions)
What can we learn from this campaign?Rallying the public together for the common good can be powerful. It was a highly emotive campaign with strong values and clear relevance to current affairs – a real homerun for EE, but most importantly for the greater cause it was tackling.
CBP London – “Imagine”CPB London leveraged vital data from a nationwide UK study to tackle unconscious biases – to #BreakTheBias. The study discovered that 39% of children surveyed believed that females (or Mummies) should do most of the housework, be the primary care giver for children, and that males (or Daddies) should go out to work. Creating posters and postcards that made people stop and imagine people based on their roles or behaviours – and what gender that conjured up. Ultimately this made people stop and address their own unconscious biases. Activated around International Women’s Day in 2022, the posters were placed OOH in cinemas, billboards and social platforms too. CPB went even further, to get to the root of the issue – children. By creating a colouring book that asks children to draw what they imagine, encouraging parents and caregivers to talk about gender roles and ensuring our children are aware of bias and believe in equality. The campaign generated:
- 4.7M+ impressions
- 250K+ engagement on social media
- 10.28% organic engagement