5 of our favourite marketing campaigns of 2022
With the year nearly over, we’ve pulled together a few of our favourite marketing campaigns of 2022. Our Founder, Anya, has penned the piece below, including campaigns from the likes of Dove, Duolingo and LoveHoney, as well as a campaign created for The Bottled Baking Co by young Freya, Anya’s eight year old!
So, here they are - 5 of our favourite marketing campaigns of 2022
1. Dove’s video marketing ‘Reverse Selfie’ advert
It’s no secret that social media is seen as a highlight reel of our lives, showcasing the best bits and altering our image through apps and filters. But did you know that 80% of girls distort the way they look online. And that’s BEFORE they reach the age of 13.
With the likes of these plastic surgery filters being used by teens at the most impressionable time of their lives, we have to begin to question the toll this has on mental health. The thought of my 8 year old daughter seeing faces drastically altered and trying to compare herself makes me feel quite anxious!
Thankfully, the lovely people at Dove thought the same and decided to centre this campaign around it.
The video shows the reverse process of a girl getting ready and taking a selfie! From doing her hair and make up to editing and uploading it, the video shows the reverse process and beautifully captures her emotion throughout. It made my hair stand on end!
The final slogan reads, ‘The pressure of social media is hurting our girls’ self esteem’.
With my Marketing hat on, this campaign is as flawless as the skin created by FaceTune. With my Mum hat on, it’s an absolute necessity.
The campaign distribution was also on point as they premiered it during the first ad break of the Love Island Season 8 earlier this year.
On a more positive note though, authenticity is on the up as Gen Z crave more IRL-esque content from both brands and influencers.
Ogilvy UK even announced it will no longer work with influencers who edit their bodies or faces for ads - and we’re proud to say we do the same here at Hexe Digital. Hopefully the tide is turning for facetuning. It’s up to us though as marketers (and parents) to support our youngsters and minimise the risk for future generations.
2. Gymshark launches 'deload' barbershop for men to open up about mental health
Another brand tackling mental health issues, this time aimed at men, is Gymshark.
Located less than an hour away from Hexe HQ in Solihull, just outside Birmingham, the iconic fitness apparel brand was founded by Ben Francis in 2012. In 2020, they were valued at over £1BILLION.
And now, they’ve staffed their newly launched barbers with professional mental health-trained hair choppers.
You know when you discover a brand before the masses and feel a special connection to it? That’s Gymshark for me. As a young, gym-noob, around a decade ago, who didn’t know a squat from a deadlift, I stumbled into a gym, filled with round and rusty weights and found a place to call home. It allowed me to get fit and provided a great coping mechanism for dealing with, well, life.
I purchased my first pair of high-waisted, seamless Gymshark leggings then and for 5 years, I never wore another brand to the gym.
So this campaign stuck out for me.
Physical wellness and mental wellbeing have always had close links and with Gymshark uncovering that men feel more comfortable opening up to their barber than to a therapist or doctor, they decided this was a viable next venture.
Located in Shoreditch, the popup was open for seven days in a bid to provide a 'non-judgemental safe space' for men across the city.
Can we make it a permanent thing please, Gymshark? And can you open a hairdressers too, while you’re at it? Thank you!
3. Duolingo x ScrubDaddy collab trend TikTok
Collabs are a daily thing between brands but the way in which the duo (see what we did there?) shared the news across TikTok had us tickled.
This made the cut for hilarity alone. That’s all the commentary that’s required really.
Just watch the video and you’ll see why. Challenge you not to chuckle.
4. Lovehoney launches first sexual wellness space in the metaverse
Lovehoney launched the world’s first sexual wellness pop-up space in the metaverse.
Just look at all those giant glowing *ahem* toys!
Hosted on Decentraland, the space spanned four floors and offered a full, immersive brand and product experience.
From educational videos and workshops, a dance floor showcasing the new music-activated product collection “Juno” and an erotic NFT art exhibition and auction, there’s something for everyone (no, really. EVERYONE!).
For Lovehoney, the metaverse offers an “anonymous place for people to explore sexual wellness products and content around the topic of sexuality.” It’s a place for people to be free to be themselves, explore their quirks and kinks in a non-judgemental way and practice very, very safe sex!
5. Metaverse Fashion Week
We’re hanging out in the metaverse just a little longer to tell you about this next one…
Paris, Milano, New York, London, and now, Decentraland—high fashion has gone virtual! March saw a first for fashion as the likes of Tommy Hilfiger, Gucci and Coach created virtual versions of their garments to be viewed throughout the course of the week. The event was bursting at the seams (disclaimer: no seams were harmed in the making of the meta) with runway shows, after-parties, immersive experiences, shopping, panel talks, and much more.
We even dabbled in #MVFW22 with republiqe, securing coverage in the likes of Vogue Business, Hypebae and Forbes!
*Bonus Campaign (because 5 wasn’t enough, but ‘Top 6s’ aren’t cool, according to Google)
This one holds a special place in my heart, mainly because my young protégé/spawn came up with the idea while hanging out in the office during the summer hols.
Freya drew a red velvet cake mix, layered beautifully and coloured-in to perfection, she proudly presented her design to us and it sparked the idea for a competition, inviting young ‘uns to do the same.
Here’s the drawing that started it all, maybe we’ll make like the meta and sell it as an NFT - any bidders?
We pulled a few strings and secured a tip top panel of hosts; our pal, Michele Rodriguez-Wise who runs L’una Design, who also made it to the quarter finals of MasterChef, Annabel Karmel, a best selling children’s recipe book author who got awarded an MBE for her work in children’s nutrition, and none other than bloody VAL FROM BAKE OFF *screams*!
The winning mix is soon to be decided and the winner will get to visit Greg and the team and develop the idea for reals! It’ll then be sold on their website. Oh - and they’ll get a year’s supply of mixes plus a £150 toy shop voucher!
#StayTuned to their socials to find out the latest updates.
So that wraps up our fave campaigns of 2022, but I could quite easily have kept going. And we still have Christmas to come, so we're sure this list will grow. But that round-up deserves a whole article of its own.
What campaigns from 2022 have you loved?
