We’ve previous talked about great ways to capitalize on an anniversary campaign. Many companies miss the chance to celebrate their anniversaries and many others don’t do it with enough strategic thought as to how it can support their corporate culture and marketing objectives.
And then there are some that do it very well. Here are three of my favourite examples of savvy company anniversary marketing:
1. Motel 6
In this Motel 6 commercial, “Metamorphosis,” a family drives their vehicle through Motel 6’s 50-year history. From Baby Boomers to the big-hair 80s up to the present day, it captivates us while also reminding us of the brand’s enduring legacy.
And just to prove that you don’t have to be old or bricks-and-mortar to think strategically about your history, Facebook did a brilliant job of marking its 10th anniversary. On the morning of their anniversary, hundreds of millions of Facebook users received a notification that a video summary of their life so far on Facebook was ready to watch. Each user’s “Look Back” compilation contained 15 of their most-liked photos, statuses, and life events set to a catchy tune. The videos were a profound and feel-good reminder of how vital Facebook has become in how we document our own histories.
3. California Casualty
Lastly, one of our clients, national insurer California Casualty, did an excellent job of building off of the 100th anniversary book we created for them by adding an anniversary section to their website. It includes a curated selection of engaging elements: an interactive timeline, highlights of four generations of leadership, original and emotional testimonials from clients, and a short video.
All of these examples humanize their brands. In an increasingly commodified business landscape where customers have more and more choice, your commitment to share your story and celebrate your history with your customers will give them a chance to emotionally connect with you and significantly up the chance that when given two purchasing options – they’ll go with their heart and choose you.
And as all thriving businesses know, you don’t make happy customers without happy employees. Your company anniversary is a ripe opportunity to recruit the best talent to want to join your meaningful story, and give your current employees another reason to feel proud to have had a part in shaping your history so far and a shared excitement for the future.
Do you have a company anniversary on the horizon? We’d love to hear all about it, and share how we could help you celebrate. Email us at firstname.lastname@example.org or give us a call at 604-261-1858.