One of my favourite marketing campaigns to date is the hunter and bear campaign for Tipp-Ex, a brand of correction fluid. The campaign, named “TippExperience“, was an interactive Youtube campaign which allows viewers to use Tipp-Ex correction fluid to rewrite the story of the hunter and the bear. My friends and I certainly found it entertaining, and apparently, so did 50 million other people.

The campaign was a huge viral video hit and was shared widely on social media; its vast success was entirely unsurprising, given that the campaign ticks all the boxes when it comes to marketing to the millennial generation. Not only was TippExperience interactive, it also involved the use of humour, and the short duration of each video clip was ideal for the millennial generation’s short attention spans.

In 2012, Tipp-Ex launched another campaign, creatively titled “TippExperience 2“, this time centering on using the correction fluid to rewrite history. Yet again, the campaign went viral and was shared on social media; Twitter users even tweeted about the campaign once per second. Tipp-Ex also engaged Facebook users by posting different stages of history on their Facebook timeline.

Admittedly, after a couple of minutes, the campaign becomes boring – after all, there are only a limited number of videos the audience can choose. Nonetheless, this is bound to be a campaign that you won’t forget soon, and in that sense, TippExperience has definitely been a major success. In a market like correction fluid, where products are essentially identical, this creative campaign allows Tipp-Ex to differentiate itself from competitors – and ultimately attract more sales. A huge well done to Tipp-Ex for rewriting history!

If you were to survey teenage girls and their mothers on their favourite makeup brands, chances are they would differ drastically. And understandably so: the two segments differ greatly in terms of preferences, incomes and needs.

However, although different companies all have different target markets, they often sell products which are eerily similar.

Source: thesundaygirl.com

Revlon’s “Just Bitten Kissable Balm Stain” and Clinique’s “Chubby Stick” are two such products. Multiple customer reviews of both products reveal that they are identical in virtually every aspect, even down to the packaging. So why is Clinique’s product significantly more expensive than Revlon’s equivalent? Ultimately, it comes down to each brand’s positioning in the market, and the associated promotions of the respective products.

Take a look at Revlon’s print ad for their product:
The ad makes use of colour,  and it’s also interesting to note Emma Stone’s partnership with Revlon; Stone is an actress well-known by most adolescents, and she herself is only 24 years old. The colourful ad, combined with the endorsement from a young, popular actress, suggest Revlon positions itself as a relatively youthful brand targeted to adolescent girls.

Clinique’s print ad is similar, yet slightly different:

While Clinique’s ad also uses vibrant colours, it’s less cluttered overall. Clinique positions itself in the market as a “higher quality” brand, as its cosmetic products are associated with skincare benefits and are “Allergy Tested. 100% Fragrance Free”. The clean and simple print ads Clinique uses as promotion reflect and reinforce the brand’s position in the market.

It’s intriguing to see how slight, intangible differences in promotions and positioning can allow certain brands to sell the same product for a higher price, based solely on how consumers perceive the brand and the product. Either that, or the Clinique product has some magical power worth the extra $10.