10 Yetis’ Insight – Our Top Three Fave Campaigns Of 2015

So as 2016 gets into full swing (yes, another year has passed already!), it’s only right that we spare a few moments to show some love for a handful of the finest brand campaigns of 2015.

So, grab a glass of prosecco, put up your feet and dive into 10 Yetis’ top three epic campaigns of 2015 *sheds tear*.

The World Wide Fund – #EndangeredEmoji

It's safe to say that 2015 has been the year of the emoji – not least because one of the little fellas has been recognised by The Oxford English Dictionary as its ‘word of the year’. As a language, particularly when it comes to social media, it has flooded our texts, posts, tweets and even our fashion! But for brands, it presented a universally accessible means of communication where everyone can get involved. WWF harnessed this and incorporated the popular characters in its campaign to raise awareness of endangered species of animals.

In May, working with agency Wieden+Kennedy, WWF used Twitter and emojis to tell the story of each endangered species, while encouraging people to donate via the channel. Users signed up by retweeting the campaign tweet (which received 36k) and when each emoji was used, 10p was donated by the organisation.

While this is seriously clever, not just because it was a first for the organisation and insanely innovative, but because the reason the campaign came about. It was realised that 17 of the characters in the emoji alphabet represent animals in danger of extinction. W+K, I love the way your brains work!

Check out this quick, 6 second round-up of ours…

NHS – #MissingType

Ahead of National Blood Week, the NHS Blood and Transplant department, along with the help of a bundle of high profile organisations, kicked of its campaign to encourage more people to donate blood by removing the letters A, B and O from places and brand names.

The campaign, created with Engine, highlights that if not enough people donate these types of blood, then there won’t be enough available to help patients when they need it most.

The most notable involvement came from Waterstone’s Trafalgar Square, Odeon and Downing Street.

The campaign was a huge success, touching the hearts of more than 2 billion people which led to the Give Blood site receiving a 1000% increase in new visits and 30,000 registrations in 10 days – overall this improved and saved the lives of more than 100,000 people.

WOW.

Here’s another cheeky little vine round up from us…

Oreo – #OreoEclipse

As a long-standing admirer of Oreo’s incredible ability to create amazingly relevant content and unrivalled knowledge of real-time communications (we all remember the Super Bowl Blackout), it felt only right that they were in our top three and this campaign epitomises real-time, social media marketing at its very best.

Using the solar eclipse as a means to tap into a ready-made, active audience already intrigued by the phenomenon; Oreo ran a campaign to make the eclipse accessible to everyone – come rain or shine, and in our case a very cloudy day. In a bid to make Oreo an iconic brand in the UK, it felt that this was the perfect occasion to launch its playful campaign.

In a never-seen-before fleet, the brand managed to convince The Sun newspaper to include its first-ever (black) translucent cover wrap, alongside two special eclipse-themed translucent Oreo ads within the paper itself. It still eludes me as to why they chose this publication with diminishing circulation numbers, but the issue sold a whopping 2 million copies.

(Source: Diogo Tovar)

The brand also set up big outdoor screens to show the eclipse in real-time, with an Oreo cookie moving in exact unison with the real solar eclipse.

The overall campaign reached more than 20 million people on Twitter and increased sales by 59% - that’s the way the cookie crumbles!

And, finally, here is our 6 second round-up of the campaign…

There was plenty of movement within the industry last year, which has helped brands to create some pretty cool and creative campaigns. From shoppable social and richer brand experiences, to the rise in power of emoji and Instagram taking the reigns as channel of the year (in my opinion); 2016 can only get bigger and better.