Effective Visual Communication

Why are these examples effective?

- Unique layout 

- Image composition 

- Type placement 

- Simplicity 

- Incorporating everyday objects into highlighting an issue

- Image symbolism easy to understand, high impact

Online Campaigns

Awareness Raising - Worldwide Breast Cancer

Labelled #KnowYourLemons, this campaign was designed to promote awareness of the various signs of breast cancer on Facebook. Using lemons bearing various breast cancer symptoms, the advert reminded women that lumps are not the only symptom. By using an everyday object to depict 12 different signs, the image cleverly gets around censoring rules and aims to help women overcome fears about checking their breasts, through friendly humour.

Multichannel & VR – Ted Baker

Ted Baker used a highly original, multichannel approach to refresh the brand and create a new interest among its followers. It achieved this by developing a comedy sitcom named ‘Keeping up with the Bakers’, that played episodically on Instagram Stories over an eight-day period.

 The Instagram campaign ultimately led to a 360-degree movie in which the items owned by the characters could be purchased. The sitcom tells the story of the Baker family who appear to be the picture of suburban utopia, yet beneath the airs and graces the family aren't quite what they seem. Hooking the audience with a narrative, the Bakers’ takeover on social also encouraged followers to get involved, invent their own endings and win prizes. 

With 55% of 18 to 29 year-olds in the US using Instagram, and the next largest group at 30 to 49 years (28%), the brand used Instagram Stories to attract the younger audience to great success. The movie’s trailer was watched 1.9m times with 19,000 likes on its social campaign.

The shoppable film, complete with VR element allowed viewers to be completely immersed into the Bakers’ world. When done well, original and hi-tech marketing campaigns can really pay off, with Google Analytics showing that 360-degree video typically results in a higher click-through rate, as well as increased engagement through social shares.

What we can learn from these campaigns is that knowing your audience and keeping on top of trends can provide huge opportunities for brands as it can make campaigns relevant and shareable. In addition, more often than not, these campaigns leave customers with overwhelmingly positive emotions - humor, empowerment and human connection which touches the hearts and minds of their audience and encourages them to engage, share and take action.

Timely - Airbnb

Airbnb used video to show their full support for acceptance of people from different places and backgrounds. Without directly expressing the link, the timing of this campaign indicated that Airbnb was voicing their opinions on recent political policy. The ad was aired on TV during the Superbowl, just days after President Trump’s travel ban. In this way they cemented their position as a world-renowned brand with a focus on acceptance.

Although political statements in marketing can be hit-or-miss, Airbnb successfully capitalised on this trending topic to take a stance on an important issue while re-enforcing positive consumer perceptions about their brand. The advert racked up almost 5 million views within its first month on YouTube and 100,000 views on Instagram. 

The hashtag started gaining traction on social media from celebrities and politicians including American Football legend Joe Montana, former Labour foreign secretary David Miliband, as well as former US secretary of state John Kerry.