As a marketing major in a fast-paced digital world, I’ve started to pay more attention to the what’s, why’s, and how’s of each advertisement making its way across my feed or TV screen. Marketing trends are ever changing and vary in how they capture the curiosity of their audience, leading to an assumption being made about the brand. Most assumptions are solidified within the first few seconds of an individual viewing an ad or graphic, so it’s vital to make a good first impression. In saying this, these marketing campaigns brought to life so far in Q4 have really caught my eye and hit the mark when it comes to influencing real impact.
1. Zohran mamdani
While not necessarily a “brand”, Zohran Mamdani’s NYC mayoral election campaign was historic and definitely worth the recognition. From an almost unknown assemblyman in the New York Legislature to becoming Major-Elect in the span of a year, much of his success came from media presence. After identifying with younger voters as a 34-year old himself, Mamdani began to use his audience to his advantage. Petitioning for an affordable NYC with rent freezes and fast and free buses, these issues sparked interest in voters across the five boroughs. With clear views that represented NYC’s working class, he and his team created clear signage, emotional videos and graphics perfect for sharing and reposting. With months of hard work and spreading the word about his campaign, his digital marketing strategy turned likes into guaranteed votes.
Leading up to Election Day, he upped his digital marketing tenfold. With recognizable, modern-meets-cultural messaging with bright, fresh colors, Mamdani’s branding is directly related to him, his views, and his audience. In a time where most political messaging is broad and colors don’t escape those of the American flag, Mamdani already had an advantage in recognition and awareness. Emphasizing in his media presence that he lives in a city that even he has difficulty affording, he was able to show relatability in a way unlike his opponents. Mamdani’s team took priority in showing the small moments, such as visiting a bodega or walking the streets, starting a conversation, and through that gained the trust of enough New Yorkers to win the mayoral election. Mamdani directly influenced the success of his campaign by rewriting the rules for marketing storytelling and building his brand around what mattered most to the people he sought to serve.
2. gap
Coming off of a strong summer campaign with KATSEYE (you all know the one), Gap had to carry on that marketing momentum. Known for their basics, staple pieces, and quality, Gap had to channel the fall and winter seasons filled with solid color sweaters, dark denim, and stylish accessories. In lieu of this, they unveiled a new campaign this month in preparation for the holidays. Starring up-and-coming singer Sienna Spiro and even their very own choir, they tuned into holiday emotion with each person dressed in timeless Gap pieces. While a simple initiative, Gap’s motivation behind the ad helps to “shine a light on connection, hope, and the power of music to unite generations this holiday season”.
Along with the holidays, Gap used the anticipation of Wicked: For Good and the final season of Stranger Things to their advantage. By creating collections with 80s-themed TikToks and pink and green galore, they really channeled what these fanbases are searching for, especially around the gift-giving season. When creating these collections, Gap took into account the neutrality of the pieces, making it something that every fan would love to wear. Too often do retailers make collections with flashy graphics and bright colors that don’t appeal to the average adult, and you can tell that Gap stuck with their brand when it comes to the simple design, making for a more successful campaign. During a time where everyone is gift searching for their loved ones, Gap has been spot on in creating pieces for a multitude of audiences and making digital content that makes them seek it even more.
3. Hero Cosmetics
While widely known for their Mighty Patch Pimple Patches, they’re working on expanding the knowledge surrounding their skincare brand as a whole. With other products such as cleansers, sunscreens, and under-eye serums, Hero created a marketing campaign with a goal to introduce the public to everything else they have to offer. With central brand ambassadors such as influencer Alix Earle and Olympic gymnast Jordan Chiles, they gained a lot of traction by putting familiar faces on billboards and in stores.
More recently, Hero Cosmetics’ influencer brand trip to Cabo San Lucas, Mexico, has further proven the success they gain from influencer marketing. Inviting the social media gurus, many of us see on our feeds, Hero was able to advertise the variety of skincare products they sell in a unique way. Having the influencers put on a pimple patch before playing pickleball or applying moisturizer before a sunset dinner shows how Hero can help anyone at any time of day, being a “Hero” to our skin. Hero’s emphasis on influencer marketing and who they choose to advertise them directly, contributes to the high brand awareness they’ve gained over time. While billboards and social media videos with just anyone are successful for some businesses, Hero’s strategy in choosing leaders in the digital world who either have skin issues or document themselves using skincare in their daily lives is a genius move in growing their brand.
While there are so many more brands killing it with their marketing, these are the three that came to mind and stood out in their approach. From bright branding to influential messaging, it’s all about identifying a goal and targeting those who are most susceptible to respond. These three campaigns reached my feed and millions of others, which is the first and most important step to marketing success in the digital age. Together, they highlight how thoughtful strategy, bold creativity, and a clear audience can transform a simple idea into a standout campaign with lasting impact.