The efforts of a company to increase awareness for a particular product or service,
or to increase consumer awareness of a business or organization.
"Whassup?!" If you were over the age of five in the early 2000's, you definitely remember this iconic marketing campaign, and borderline obnoxious catchphrase. It was not only a marketing home run, but a pop culture phenomenon! The "Whassup True" campaign was developed by marketing powerhouse, DDB Worldwide, to help Anheuser-Bush Companies, Inc. promote their reduced-calorie product, Bud Light, among a younger (age 21-27) male audience. The concept was to initiate a conversation between buddies that would elicit the response "Watching the game. Having a Bud."
There are hundreds of marketing campaigns that have impacted pop culture and rescued companies from declining sales. You can probably think of at least five while you're reading this article. Marketing campaigns can be very powerful, with the purpose of communicating business objectives in a way that appeals to the target market. The key to a successful marketing campaign is focused planning.