10 Excellent Examples of Informational Advertising
When it comes to advertising, many companies are looking for ways to differentiate their brand from the competition. They seek ways to engage and inform their target audience while increasing sales and business growth. Informational advertising, a relatively new type of advertising, has proven to be a powerful tool in achieving these objectives.
Informational advertising provides informative and educational content about a brand, product, or service, rather than simply promoting and selling it. In this article, we’ll discuss ten examples of successful informational advertising that have achieved remarkable results for their respective companies.
1. American Express – Small Business Saturday
Small Business Saturday is a marketing campaign started by American Express in 2010 to encourage shoppers to support small businesses in their communities. The advertising campaign included informative content that helped small business owners to improve their digital marketing strategy and increase sales. It was a big success, as it successfully resonated with 62% of consumers who were aware of the event, and it brought in about $19 billion in sales in 2019.
2. Nike – Breaking2
Breaking2 was a high-profile initiative by Nike to break the two-hour marathon. It was a carefully planned event that included a roster of world-class athletes, cutting-edge technology and expert trainers. Nike used both traditional ads and social media to reach out to the masses, which ultimately helped them to introduce a new model of shoe. This was a successful example of informational advertising that helped to reach new heights in athletic performance.
3. BMW – BMW Films
BMW Films is an example of branded filmmaking, a form of informational advertising. BMW created a series of short films as a way to introduce its new brand model, the BMW 5-series. This successful campaign demonstrated that the brand was not only about sleek and sporty cars but also had a cinematic twist. It was so well-received that the first episode, “The Hire,” broke records with more than 11 million online views.
4. Gillette – The Best a Man Can Be
As a razor company, Gillette has been positioned to create a message for men around the world. With the launch of their “The Best a Man Can Be” campaign, the brand decided to be more informative and educational about their role in promoting healthy masculinity. The campaign wasn’t just about selling razors anymore but became a powerful message that inspired discussions about masculinity and gender norms.
5. General Electric – Ecomagination
General Electric’s Ecomagination campaign was created to promote cleaner energy solutions and support sustainable living. The informational campaign was designed to educate the public on the importance of clean energy and how it was helping businesses and individuals worldwide to reduce their ecological footprint. The results of the campaign were remarkable, and over 80% of customers surveyed said they would purchase GE’s eco-friendly products.
6. LinkedIn – Economic Graph
LinkedIn’s Economic Graph is a series of initiatives that provide big data insights into jobs, companies, industries, and skills needed to succeed in today’s economy. By showcasing this data through LinkedIn’s platform, the Economic Graph aims to help decision-makers in education, employment, and economics. This successful informational campaign demonstrates that showcasing data and insights can provide a valuable service and help the public make informed decisions.
7. Slack – Work In Progress
Slack’s Work In Progress campaign is a user-generated content campaign that highlights the creative process behind some of the world’s most innovative teams. Slack uses informative ads to showcase success stories of companies that use their messaging platform and to inspire further creativity in the community. The campaign was both educational and engaging, and it increased the brand’s userbase, engagement and promoted more teams to use the platform.
8. Apple – Shot on iPhone
Shot on iPhone is an example of a user-generated content campaign that promotes Apple’s iPhone camera technology. Apple uses informative ads to showcase the power of the iPhone camera and encourages users to submit their photos to be used in their marketing campaign. They’ve shown that user-generated content can inspire and create interest and ultimately drive sales.
9. Patrón – The Patrón Cocktail Lab
The Patrón Cocktail Lab is an educational series that provides information on how to create various cocktails using Patrón tequila. The campaign uses informative ads and easy-to-follow instructional videos to teach viewers how to make delicious cocktails. This campaign also showcased that providing useful information can create a positive image of the brand, and it has become a valuable source of information for aspiring mixologists.
10. Dropbox – Work Better Together
Dropbox’s Work Better Together campaign was created to promote the brand’s collaboration and productivity tools. It used informative ads to explain how Dropbox’s products can be used to work better and more efficiently. By showcasing case studies and success stories, the campaign was engaging, informative, and helped to increase the brand’s customer base in the process.
Conclusion
Informational advertising is a powerful and effective way for marketers to attract customers, promote their brand and inform their audience about important topics. It provides valuable content that resonates with the target audience, making it more likely to lead to conversions and business growth. The examples above have proven that when executed well, informational advertising can achieve remarkable results and create lasting brand loyalty.
