8 Companies With Brilliant Digital Marketing Strategies to Learn From

The days of relying on offline marketing campaigns are long gone. With the rise of social media and other digital channels, businesses can now reach a broader audience with digital marketing strategies without having to spend tens of thousands of dollars on traditional advertising. 

But with so many companies already thriving online, businesses must become creative with their digital marketing campaigns. The best thing they can do is to take inspiration from big and successful companies like Netflix, Wendy’s, or Chipotle. 

Analyzing and understanding the success behind their digital marketing campaigns can help smaller businesses find winning ideas for theirs. 

So, in this article, we’ve compiled a list of 8 companies with genius digital marketing strategies to draw inspiration from. 

8 Companies With Brilliant Digital Marketing Campaigns 

Nowadays, any industry you can think of is already saturated. That’s why creating a unique and creative digital marketing strategy is key to standing out and getting the attention of consumers.

Here are 8 big companies with brilliant digital marketing strategies you can take inspiration from to create your own.

1. Skillshare 

If you watch YouTube, you may have stumbled upon a couple of YouTubers sponsored by Skillshare. Skillshare’s popularity as the second go-to online course platform, after Udemy, comes from its two main initiatives: partnerships with popular YouTubers and its generous affiliate program

Both small and big YouTubers participate in Skillshare’s affiliate program and offer their subscribers a free 30-day trial if they sign up via their link. And if you sign up to Skillshare using your favorite YouTuber’s link and end up paying for a Skillshare subscription, your YouTuber will earn a commission. 

This strategy works extremely well because it implements the KLT (know, like, trust) factor. It’s based on the premise that people are generally more open to trying something new if the recommendation comes from someone they already know, like, and trust. 

2. Duolingo  

Duolingo is the most popular language-learning app in the entire world. The company mainly leverages social media to promote itself and, so far, has amassed an audience of 8.5 million followers on TikTok and another 1.5 million on Instagram. 

Duolingo is conquering TikTok by making somewhat quirky videos featuring their company mascot, the green owl. They’ve managed to appeal to their target audience by jumping on TikTok trends and creating funny memes, staring the owl. 

But that’s not even the best part of what Duolingo did with their social media marketing campaign. What makes their strategy so brilliant is the personification of their brand. When we think of Duolingo, we don’t think of an app. We think of a quirky, clumsy, green owl. 

Even their TikTok bio says, “just an owl tryna vibe.” This alone clearly shows the nature of their social media strategy

3. Ryanair 

Ryanair is hands-down the funniest brand account on social media, but their strategy isn’t something that many brands would dare to do. 

Fully aware of their flaws, Ryanair decided to embrace them through sarcastic, cheeky, and very bold social media content that often involves roasting their own passengers. 

By openly admitting their flaws, Ryanair managed to win people over and humanize their brand. Plus, their relatable, often laugh-out-loud content on Twitter/X and TikTok is what makes them stand out from other airlines. It’s definitely gaining them the attention they’re seeking. 

4. Chipotle 

Targeting mainly Millennials and Gen-Z, the American chain of Mexican fast food Chipotle has quickly realized the potential of TikTok. 

In their digital marketing strategy, they leveraged this platform to connect with these younger demographics, particularly Gen Z, who were increasingly engaging with the brand through online orders. 

To tap into the young user base, Chipotle did the best thing it could have done: they created the #GuacDance TikTok challenge, which, not surprisingly, caught on pretty quickly with TikTok users. With over 250,000 video submissions from young TikTokers, the challenge drove a massive surge in sales for Chipotle, with over 800,000 sides of guacamole sold. 

Then, on Halloween, Chipotle introduced another TikTok challenge. The #Boorito challenge encouraged TikTok users to showcase their Halloween costumes using the hashtag #boorito. 

What’s more, to amplify their reach and influence, Chipotle smartly partnered with well-known TikTokers like Zach King (80.6 million followers) and Brittany Broski (7.4 million followers). 

Great ideas, Chipotle! 

5. Spotify 

When it comes to digital marketing and social media, Spotify does it all, and they do it cleverly. 

Spotify knows very well how to appeal to its target audience – Millennials and Gen Z. They do it by leveraging the latest world events and social media trends to grab their audience’s attention and widen their reach. 

For instance, Spotify uses memes in their social media posts and ads, which resonate well with the younger generation. These memes are funny, relatable, and often relate to current trends in music and culture.

What’s more, Spotify has a history of partnering with influencers and aspiring musicians. This strategy started with engaging music bloggers during its early days and has evolved to include Instagram and TikTok influencers, such as Carlie Boogie, who posts about her Spotify playlists on her popular TikTok account. 

These partnerships have proven highly effective, helping Spotify quickly extend its reach and make the brand more noticeable to its target audience.

And let’s not forget about Spotify’s #Wrapped campaign, which has become a cultural phenomenon over the years. This annual campaign allows users to showcase a summary of their music preferences over the year. It’s not just a hit among users, but it also garners significant engagement from artists and other influencers who share their own #Wrapped statistics. 

This campaign effectively turns Spotify users into brand ambassadors, as they eagerly share their personalized music summaries on various social media platforms. A brilliant idea! 

6. Wendy’s 

Back in 2017, Wendy’s realized they were playing it too safe with their corporate-sounding content that didn’t seem to appeal to consumers at all. So, they made a drastic change and decided to adopt a bold, funny, and sarcastic tone of voice.

Now, Wendy’s Twitter/X bio says, “We like our tweets the way we like our fries: hot, crispy, and better than anyone expects from a fast food restaurant.” If that doesn’t give you an idea of Wendy’s approach to social media, we don’t know what else to say.

Known for their witty tweets that often roast their competitors and consumers, Wendy’s has gained a reputation for being a savage queen of comebacks…. and fast food. 

7. GoPro 

User-generated content (UGC) is… well, exactly what it sounds like – any content created and shared by social media users. This form of content is extremely powerful. According to a survey by Stackla, consumers find UGC 9.8 times more impactful than influencer content. 

GoPro has realized the potential of UGC and how well this type of content fits their brand. 

GoPro’s current social media strategy capitalizes on UGC to showcase the versatility and quality of their cameras. They encourage users to share their adventures and travel videos made with their cameras and repost them on their official social media channels. 

Their strategy focuses on the experience and adventure associated with their photography and videography gear rather than just the products themselves, which perfectly fits the brand’s slogan: Be a HERO. 

8. Netflix 

With over 247.2 million viewers worldwide, Netflix is the favorite streaming platform for many movie lovers. But aside from enticing viewers with a vast content library for every taste, Netflix knows how to engage their audience with different types of social media videos, such as movie teasers and UGC. 

Who doesn’t love to debate with their friends and other fans about the next season of their favorite Netflix show? Netflix caters to that need with teasers of upcoming movies and series, relatable memes, and smartly timed polls and questions that engage their followers. 

Develop Your Digital Marketing Strategy With Dorothy House

Creating your digital marketing strategy starts with an idea, but it doesn’t stop there. It’s a process that involves continuous research, understanding your target audience, leveraging the right digital tools, and being adaptive to the ever-changing digital landscape. 

But developing your own digital marketing strategy can be time-consuming and overwhelming, especially when you’re doing it all alone. That’s where we come in. 

At Dorothy House, we develop digital marketing strategies for businesses that need expert guidance to navigate the complex digital world and effectively reach their target audience. Get in touch with us today.

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