Brand Awareness Campaign & Some Examples from Reputable Brands

Brand awareness is a marketing term that describes the level of consumer recognition of a brand. If the brand awareness is good, consumers will remember the product more easily without further explanation.

All businesses need to pay close attention to increase brand awareness. This is because awareness is the first stage in the marketing funnel that can foster consumer trust in the brand and influence their purchasing decisions. 

With the rapid development of digital marketing trends, businesses can now implement various types of brand awareness campaigns. Even some examples of these campaigns are very popular, and you may have heard about them.

Let's examine this article to gain a deeper understanding of the types of brand awareness campaigns and examples of their implementation in various brands.

Types of Campaigns to Increase Brand Awareness

In practice, there are several types of campaigns to increase brand awareness.

However, it is important to understand that these types of campaigns cannot stand alone, so you need to combine them with the right strategy. 

Here are some types of campaigns that can be implemented to increase brand awareness:

1. Search Engine Marketing

Search Engine Marketing (SEM) is a paid marketing strategy. The goal of a brand awareness campaign using this strategy is to increase brand visibility on search engines. SEM is also commonly referred to as paid search marketing.

The application of SEM to increase brand awareness is executed by marketing a business's website or landing page on search engines. 

So, when users search for the brand on search engines, the brand's website will appear at the top of the SERP (Search Engine Result Page), with the label “ads” next to the URL address.

Campaigns with SEM usually use the PPC (Pay per Click) model, where advertising costs are based on the number of clicks obtained.

This strategy is ideal if your business's product is still focused on the awareness stage. This brand awareness strategy ensures ads appear directly at the top of the SERP, enhancing visibility and significantly increasing the potential for quick positive results. Even if users do not click, they will at least read and remember the brand name.

Read also: Understanding SEO vs. SEM in the World of Marketing

2. Email Marketing

Email marketing is a strategy to increase brand awareness by sending emails to the target market.

Email marketing strategies are quite unique because they use a segmentation system, which categorizes customers into smaller segments based on behavior, characteristics, or preferences.

In addition, you can also compose email subjects that have the potential to attract customers' interest and mention their names so that the message feels more personal.

In general, email marketing can be categorized into several types, namely:

• Newsletters (containing educational content).
• Welcome emails (welcoming new audiences).
• Invitation emails (promoting events).
• Promotional emails (containing offers).
• Engagement emails (asking audiences to interact).

In practice, the goal of this brand awareness campaign is also to enhance the customer database, increase loyalty, boost conversions, and reduce marketing costs.

3. Social Media Marketing

Social media is used by billions of people worldwide. This makes Social Media Marketing (SMM) strategies quite promising because your target audience may be there.

You also need to understand that social media is currently filled with brand simulacra, which are imitations or representations of brands. This means that brands no longer present themselves as products or services, but rather as personas or artificial personalities.

SMM experts create these personas to attract the audience's attention, make them feel more comfortable and at ease interacting, and ultimately turn them into new customers.

By implementing this brand awareness strategy, businesses can actively interact with customers, answer questions, keep up with industry trends, and showcase their brand personality.

4. Collaborative Marketing

It is important to note that this is the era of collaboration, not competition. Therefore, to increase brand awareness, you need to collaborate with external parties, such as other brands or influencers.

If you want to implement collaborative marketing, first make sure that your collaboration partners have a good reputation and that their audience characteristics are relevant to your business. Also consider the scale of your partners' businesses so that the collaboration feels fair and effective.

One of the benefits of collaborative marketing is the opportunity to reach new target audiences. Moreover, if you collaborate with brands or influencers who have a strong influence in society, your brand's credibility will certainly increase.

5. Content Marketing 

Is consistent uploading of high-quality content enough for content marketing? The answer is no. In addition to consistently uploading content, you must also tell the story behind your brand or product authentically and interestingly.

This is because content that comes in the form of a story will be relatively liked by the audience, even if the brand is not yet known. 

In addition to stories, you can also vary the content format, ranging from social media posts, blog articles, videos, podcasts, infographics, and so on. This variety will be very effective in increasing brand awareness and strengthening your brand's authority in the industry.

Read also: Digital Campaign: Learn the Definition, Types, and Benefits

Examples of Campaign Strategies to Increase Brand Awareness

There are many examples of brand awareness campaigns run by businesses that have successfully captured the audience's attention. Here are some examples:

1. SEM Strategy

SEM involves keyword selection, demographic targeting, creating ads with attractive copywriting and clear calls to action, and bidding on ad prices. 

With this approach, content can occupy a strategic position on the SERP without relying on Google's ranking system, as is the case with organic content.

This SEM strategy was implemented by cmlabs for one of our clients, JEC Eye Hospitals & Clinic. cmlabs helped create a landing page and improve technical aspects so that the JEC website would appear more easily as #1 in Google SERP rankings. Everything was handled end-to-end, from providing visual elements and copywriting to the SEM strategy.

2. Content Marketing Strategy

Tesla presents a brand story that is much bigger than just an electric car manufacturer. The brand makes its products part of a grand narrative about a clean and green future. With strong and consistent storytelling, Tesla has become a visionary leader in the electric vehicle market.

3. Collaboration Marketing Strategy

Supreme, known for its edgy streetwear style, collaborated with Louis Vuitton, which is known for its classic luxury. This collaboration created unique products with a luxury streetwear feel. The large fan base of Supreme and the loyal customers of Louis Vuitton made this collaboration balanced and a huge success.

Read also: Product Branding: Types, Benefits, and How to Do It

How to Measure the Effectiveness of a Brand Awareness Campaign

After implementing a series of strategies, you also need to know how effective they are. Here are some ways to measure the effectiveness of a brand awareness campaign:

1. Pay Attention to Reach

Basically, reach is the most important metric in any type of campaign, including brand awareness. To be considered effective, a campaign must achieve a reach of 40%–60% of the total potential audience. 

2. Reviewing the Volume of Mentions

The volume of mentions shows how often a brand is mentioned in conversations on social media. One tool for measuring this metric is social media monitoring tools. With this tool, you can find out the sentiment towards the brand, identify competition, and further improve service quality.

3. Analyzing Ad Recall Lift

Ad recall lift shows how memorable your message is in the audience's memory. You can find this out by showing ads to your audience, then asking questions such as “Can you remember this tagline from which brand?”

That concludes our explanation of brand awareness campaigns. Have you decided which type of campaign to run?

Whatever form the campaign takes, be sure to design authentic content and present your product as an attractive persona that is relevant to your audience's values.

Are you interested in starting with SEM? A SEM campaign is the right choice if the deadline for achieving your business goals is limited, but you already have a specific budget to execute it. 

If you want to start running a campaign with a systematic and effective SEM strategy, trust SEM Services by cmlabs. Contact our team immediately to ask questions about this service and get the best offer!

Read also: SEO and SEM Basic Guidelines and Which One You Should Use