The ecommerce marketplace is continually getting more noisy and more crowded. If you want your brand to stand out, then you’re going to need a powerful marketing campaign.
In this blog, we’re sharing some of the best ecommerce marketing campaigns we have seen in 2024 to inspire you.
Plus, we're sharing our thoughts on how to create your own campaign and make your brand shine. Let's dive in!
When creating your marketing campaign, you need to get the right message to the right people at the right time. To do this, you need to:
The most crucial thing your marketing campaign must do is communicate the value of your product. Then, it needs to:
Here are some of the best ecommerce marketing campaigns we have seen recently. Take these as inspiration for your own campaigns in the future.
#1: Let your customers promote your brand
ASOS is an online fashion and beauty retailer. It uses user-generated content to promote and sell its products. For example, they ran a campaign using the tag #AsSeenOnMe which asked customers to share pictures of themselves on Instagram wearing their products. This campaign led to massive engagement and response from customers, and ran for more than four years.
The takeaway? Customers love to feel seen and heard. They want the chance to express themselves, using your products. This can be a powerful tool for building social proof for your brand. It also creates a sense of community and appeals to consumers’ fears of missing out.
#2: Sell a lifestyle
Another good tactic for ecommerce marketing is to sell a lifestyle, rather than just a product. Imagine what your customer’s life will look like when they use your product, and how it will benefit them. What is the experience that they get with your product?
For example, outdoor brand REI asks customers to ‘Opt-Outside’. Instead of having a big sale on Black Friday, they closed their online store and asked customers to spend time outside, enjoying nature. This campaign worked well because it suits the brand’s values of adventure and the outdoors.
#3: Pull on Customer’s Heartstrings
Campaigns with emotional storytelling drive sales and generate interest in your brand. In fact, a recent study shows that emotional campaigns are 31% more effective than any other type of marketing.
This is because humans are naturally emotional. They don’t make rational decisions when purchasing products but instead are swayed by their emotions. So, when making your campaign, try to make your customers feel something.
For your ecommerce campaign, you could use emotional marketing to:
For example, shoe brand Toms donates shoes to charity. For every pair purchased, a pair goes to someone in need. So far, they’ve given away over 45 million pairs of shoes. This tactic helps to drive sales because it builds trust and social proof and makes customers feel like the brand cares for those in need.
#4: Take Customers Behind the Scenes
What happens behind the scenes in your business can be great marketing material. Showing your customers the hard work and effort behind your team and products can help them to value them more.
For example, if you own a food business, you could share vidoes of you creating your dishes to entice customers. Or if you own a fashion label, you could show the process of making your garments, from the raw materials to the finished product.
Behind the scenes content helps to establish credibility, humanise your brand, and make your brand more transparent. It tells an authentic story of your brand. For example, HelloFresh uses TikTok to share a ‘day in the life’ or its workplace. It follows employees throughout their day, shares what goes into food preparation, and the daily tasks of operating their business. It helps to reinforce brand value by showing the people behind it.
#5: Partner with an Influencer
Another way to promote your ecommerce store is to partner with an influencer. This can be a powerful tactic for growing your online presence and reaching your customers. In the lead-up to big sales events like Black Friday, having an influencer mention your products can help you to stand out from the crowd. It also helps to build trust and establish social proof.
Influencer marketing can be used to:
For example, singer and musician Billie Eilish collaborated with Nike to launch co-branded shoes. She is a strong influencer, who will drive traffic to the product and increase sales. Although you may not be able to work with such a famous celebrity for your brand, even connecting with a local influencer can help to grow your brand.
Now that you have seen some best practice examples, it’s time to apply it to your own ecommerce business. Here’s some campaign ideas you can try:
One of the hardest things about running an ecommerce store is deciding how to spend your advertising budget and which marketing campaigns you should run.
In conclusion, here are some key takeaways:
Following these tips will help to keep your ecommerce store performing well and in the forefront of your consumer’s minds.