Thursday, August 3rd, 2017 | 5 min read
CMOs don’t always get enough credit.
When they launch remarkable campaigns, all of the attention goes to the brands and products. It’s easy to forget that real-life marketers are responsible for building the strategies and relationships behind each campaign.
That’s why we’re celebrating those marketing leaders.
In a new report by Forbes and Sprinklr, we identified The World’s Most Influential CMOs. These top CMOs don’t just understand the importance of social influence. They also use it to deliver superior customer experiences across channels – and they have the campaigns to prove it.
Here are three campaigns that pushed the boundaries of marketing, and the influential CMOs who made them happen.
Keith Weed has been Unilever’s CMO since 2010. His socially progressive initiatives have helped break down gender stereotypes in advertising and amplify the voices of Latino audiences in the U.S.
The #100PorCientoTu (“100 Percent You”) campaign, for example, empowered millennial hispanics to share their personal styles and express their individuality on social media. Unilever partnered with social influencers, musicians, and style experts to help spread the word. They took to their social channels and a dedicated content hub to share beauty tips with Unilever brands like AXE, Dove, and Suave.
The campaign even kicked off with a concert from Latin Grammy-winning artist Nicky Jam and his The Fenix Tour in New York.
It’s hard to cut through the social chatter of the Olympic Games and engage audiences. It’s even harder to bring a 125-year-old brand into the digital age. Linda Boff managed to accomplish both of those tasks with GE last year.
During the 2016 Olympics in Rio, GE hosted #DroneWeek – five days of livestreams that showcased how GE technology helps power the international event.
The initiative combined three major marketing trends – drones, livestreaming, and the Olympics – into one brilliant campaign that delighted audiences and made GE look like a superstar.
“What we’ve tried really hard to do,” Boff said, “is to create content that tells our story through the voices, the formats, and the platforms that we think will reach the right audiences.”
Antonio Lucio became CMO of HP in 2015. Six months later, the organization split into two companies: HP Inc and Hewlett Packard Enterprise. One would sell computers and printers, and the other would sell servers, software, and IT services. Lucio had to creative a cohesive marketing message to follow this unprecedented change for the 78-year-old brand.
His first big move was to launch the “Keep Reinventing” campaign, aimed at PC consumers and IT decision makers aged 28-34 years old. It would inspire customers to reinvent their lives while the brand went through its own reinvention.
It started with a video series. HP tapped social media influencers, artists, and dancers to showcase their talents and the brand’s new laptops. This clip, for example, features Olympic dancer Samantha Peszek.
The campaign lives on today through new iterations, such as “Reinvent Obsession” and “Printing Reinvented,” each focusing on a unique line of products.
Behind every great campaign is a great CMO – one who’s worked hard to build a network of influence among colleagues and customers.
As these CMOs prove, marketers can’t just shout a message on a few channels and hope people catch on. They have to incorporate the power of social influence into every aspect of their organization. They have to reach customers in the right place, at the right time, and with the right message.
The most successful CMOs understand this principle, and they’ve incorporated it into boundary-pushing campaigns that take their brands and audience experiences to the next level.
Ce site web utilise des cookies pour vous vous assurer une expérience de navigation optimale.OK En Savoir Plus
Diese Internetseite verwendet Cookies, damit Sie die Funktionen der Website optimal nutzen können.OK Weitere Informationen finden Sie hier
Este sitio web usa cookies para asegurarnos que usted reciba la mejor experiencia en nuestro sitio web.OK Aprenda más