Media campaigns are what a company uses to advertise their products and sell them to the public. They all use specific marketing methods/techniques to effectively hook their target audience. Media campaigns can have many different purposes, but all use target audiences, media types and methods of engagements.
Macmillan's 'Brave the Shave' campaign
Macmillan's 'Brave the Shave' campaign is an awareness campaign for cancer support. Macmillan's target audience is all ages, genders and lifestyles as its message is to raise awareness about a global issue. Macmillan sponsor people to shave their head for cancer support. This is because their purpose is to raise money so that Macmillan can continue to provide physical, financial and emotional support to those living with cancer.
They achieve this by using a range of advertising techniques to engage their audience and encourage them to donate. The campaign itself consists of public domain advertising such as posters, t-shirts and shavers that are specifically designed to achieve their purpose. These design choices remain consistent across the advertisements.
The primary example of this in Macmillan's campaign is their slogan "Brave The Shave" which is emphasised on the front of all the t-shirts, posters and leaflets. The slogan is a very effective way at getting the audience to remember the campaign as it's short, catchy and written very large to attract attention. This means that even hours after being exposed to the campaign, it'll remain in the viewers head, especially with the sensitive subject matter it's raising awareness about. This is further heightened by the use of a 'call to action' which actively invites the viewers to take part in the fundraising and even lifts them up and makes them feel 'brave' for doing so. This is a very effective use of a slogan that immediately grabs the attention of its target audience and doesn't let go, especially when the audience are repeatedly exposed to the marketing techniques within the slogan as they see more advertisements.
Another example of a technique that stays consistent across all of the marketing is the colour scheme of white, purple and green which appears on the posters among other things. This helps to create a strong brand identity for the campaign, so that the advertisements become immediately recognisable for the audiences. The colours used connote growth and stability and are often used to represent cancer. The posters also use a variety of different people who have 'braved the shave' to create a stereotypical general population and your 'everyday guy/girl'. This creates a layer of relatability for the audience as they can see themselves as those everyday people. The use of the stereotype makes the viewers think "if they can do it so can I", further motivating them to take part in the campaign, allowing Macmillan to achieve their purpose and spread their message.
The campaign also uses their media choices to further attract their target audience. The use of public domain advertising such as flyers, posters and t-shirts are used specifically as they are all able to be seen by everyday people, allowing Macmillan to specifically grab the attention of their TA, which in this situation is the general public. Unlike most other advertising mediums, the use of flyers allows the audience to learn further information about the cause and how to join. This is important for the specific campaign as what Macmillan are advertising isn't something that can be bought in a store.
This campaign didn't face any legal trouble, but Macmillan had to be careful about how they were going to advertise their campaign. This is because the subject matter they're dealing with is sensitive, and misrepresenting people with terminal illness could cause there to be severe backlash, however Macmillan didn't face any due to the campaign being appropriate and effective.
TopGun:Maverick Campaign
Unlike Macmillan's Brave The Shave campaign, the TopGun: Maverick campaign is used to directly sell a product to the audience by telling them about the new movie. This is an entertainment/informative campaign. Its purpose is to excite fans and movie goers about the cinematic release of the film, enough to get them to see it in cinemas. They use a broad range of advertising such as: bus adverts, film trailers, social media filters, magazines and billboards.
Similarly to all media campaigns, TopGun uses a strong and defined colour scheme of orange/yellow across all its media. From the magazines to the social media filters, they all use he same colours in order to invoke feelings of fire and hope in the viewers. As well as this, it also creates strong movie identity. This is used to effectively excite the audience and build hype for the movies release as those emotions invoked by the colour scheme remind the viewers of the previous movie and the emotions they felt when watching. The colours also symbolise a sun rise/set, suggesting how the movie could be a potential new dawn or end for Tom Cruises character.
The movies target audience is mostly males with a high age range of 13+, as the movie uses a BBFC rating of PG13, while also aiming to bring back fans of 1986 original. One of the methods it uses to achieve this is setting up Tom Cruise as an ideal self/partner through its imagery. The advertising shows Cruise doing many exciting things that the stereotypical man, especially of younger ages, would look up to. This includes posing in front of jets, riding motor cycles, wearing sunglasses and flying the jets in the trailer. This enforcing of the stereotype of manhood makes Cruise feel powerful and dominant to the potentially young and impressionable audience. This is done furthermore through the specific choice of media used in the campaign; the social media filters. This allows that new younger teen audience they're trying to target, who predominantly use social media, to wear their idols iconic aviator sunglasses and pilot helmet, to literally become their ideal self. This helps to sell the movie as they want to see the character/actor they look up to doing cool stunts in the movie, which the audience would want to do themselves. This is also a form of escapism.
Another way the movie targets its audience is by creating a promise of spectacle through its marketing. Consistently across all forms of marketing the imagery of spectacle is used, from the low angles (which connote the power and dominance of the heavy machinery, invoking a strong stereotypically masculine energy) of huge jets that dominate billboards to the soaring loud noises of the trailer as we watch the jets take flight, the whole campaign promises that the movie is gonna be a cinematic marvel that must be seen on release. It creates a sense of urgency in the audience and a need to watch the movie.
Yorkshire Tea Toast & Jam Campaign
The purpose of the Toast and Jam campaign was to promote Yorkshire Tea's new product to a mass audience of all genders and ages 15+ who enjoy tea. This is done through the use of comedy throughout the campaign that all would enjoy. Creating this comedy is an effective marketing strategy as, if the consumers find it funny, they are more likely to remember the product and advertisements next time they think about buying tea. It does this by being self aware in its marketing approach and recognising that a 'toast and jam' flavour is very ridiculous as far as tea flavours go. Conventional marketing tactics are used such as reviews/pull quotes on public domain advertising like billboards and posters, however they are made unique by using ones that highlight how silly the premise of the product is. This helps to heighten the comedy as it is unexpected when the consumers read it, helping it stick in their heads. Public domain advertising in this way is also beneficial as billboards and posters, as well as the TV advert, are a great way at targeting a broad range of people as anyone can see them, helping to deliver the campaign to its target audience.
As well as this, the campaign uses a pink colour scheme across all its media (similarly to all campaigns) to create its brand identity. It uses this colour as it represents the fun, lightheartedness of the campaign whilst having strong connotations in the audiences mind with the products flavour, jam. This helps them to remember the product when they think about the campaign as the visual design of the campaign directly ties into the key aspect of the product which is what is being sold, the new flavour. As well as this the soft colour scheme is very relaxing on consumers eyes, which is similar to the relaxing feeling consumers gain when they drink tea. This creates a clear and effective campaign identity that is not only useful in selling the product, but also keeping the product in the audiences minds for longer.
She Hulk advertising campaign.
The She Hulk advertising campaign was a campaign made to show off Marvels new show and excite super hero fans for the new show release. The advertising campaign takes interesting, primarily public domain, advertising approaches that aren't seen too often, which helps to further excite fans and spreads the word about the show due to its creativity.
Although the campaign is mainly aimed at teens-25 year olds, the campaigns target audience is for all ages and is designed to show off how the show can be watched by anyone, by presenting its comedy aspects and lightheartedness first and engaging the audience within the world of the show with meta advertising like using bench ADs known for promoting law firms .
The campaign uses exciting public domain advertising/events to promote the show. Examples of this are the green hulk-sized bench with an advert for She Hulk's lawyers firm (which is a company within the show) and has one of the shows villains recorded vandalising the She Hulk advertisements in public.
This helps to engage audiences by 'breaking the forth wall' which is something the character 'She Hulk' does in the show and trailer, helping to engage the audience even further and making them feel like She-Hulk is in our world and talking to us. Another creative meta advertisement used is the 'She Hulk Tinder profile', where the character can be found on Tinder shown as any normal match. When matching with She Hulk you are sent an advertisement telling you to watch the show. This also helps to immerse the audience in the world of She Hulk and make them feel like they are a part of the show, whilst also making the character relatable and funny as well as someone the audience can identify with. All of these adverts in some way make the audience feel like they are in the world of the show, which creates synergy across all of the adverts as they all use the same theme of real world comedy.
In the trailer, She Hulk is shown facing common issues women have to go through and breaking negative female stereotypes which further helps to advertise to a female audience as the main protagonist of the show is relatable and realistic to their lives. It creates an 'ideal self' and a role model, further intriguing audiences whilst helping to represent women and enforcing one of the primary messages of the show. This is further shown in the Tinder AD as previously mentioned.
Another way the advertising stays consistent across media types is the use of the colour green for almost all advertisements, partnered with a slogan 'I go green so you get green'. This meta-style advertising where it advertises a lawyer firm within the show plays well into the shows meta-style comedy, which stays consistent across the adverts and intrigues audiences. The green colour scheme is used to create an identity within viewers heads as the campaign is aware that 'green' is the immediate thing that comes to mind when consumers think of Hulk.
The purpose of the Toast and Jam campaign was to promote Yorkshire Tea's new product to a mass audience of all genders and ages 15+ who enjoy tea. This is done through the use of comedy throughout the campaign that all would enjoy. Creating this comedy is an effective marketing strategy as, if the consumers find it funny, they are more likely to remember the product and advertisements next time they think about buying tea. It does this by being self aware in its marketing approach and recognising that a 'toast and jam' flavour is very ridiculous as far as tea flavours go. Conventional marketing tactics are used such as reviews/pull quotes on public domain advertising like billboards and posters, however they are made unique by using ones that highlight how silly the premise of the product is. This helps to heighten the comedy as it is unexpected when the consumers read it, helping it stick in their heads. Public domain advertising in this way is also beneficial as billboards and posters, as well as the TV advert, are a great way at targeting a broad range of people as anyone can see them, helping to deliver the campaign to its target audience. 
