2020 hits & misses – from user generated content to celebrity singalongs
Mike Drysdale, general manager of Dear Storyteller, looks back on the year’s success stories and misplaced moments.
Not all marketing campaigns are created equal. In 2020 we saw evidence of this everywhere. As advertisers hit the panic button to get their messaging out during COVID – phrases like “unprecedented times” and “we’re in this together” became memes in their own right. But there was more to 2020 than the pandemic.
From virtue signalling to viral hits and video game tourism, these are the hits and misses of marketing in 2020.
The UGC moment: Doggface208 and Ocean Spray – hit!
User generated content like Doggface208’s TikTok masterpiece should be a dream come true for marketers. Yet I can’t help but think if most clients saw this execution in a brief they would run in the other direction, citing a breach of brand guidelines.
