2024 is coming to an end and soon it will be time to take stock of the year. We have taken a look back to ask ourselves: what have been the communication campaigns that have caught our attention at LF Channel?
As communication professionals, we are hunters of communication trends and campaigns that work to inspire and motivate us to continue creating innovative marketing strategies that make a difference.
It is clear that in a world where consumer attention is increasingly ephemeral, standing out with a communication and marketing campaign is more and more complex. In this post, we are going to analyze some of the best campaigns carried out in Spain in 2024 and which, in our opinion, have managed to capture the public’s attention and generate a significant impact on their audience.
Success stories in creativity and innovation in communication campaigns
What we have considered to be the best communication and marketing campaigns have managed to stand out on the Spanish stage thanks to their originality, their ability to adapt to consumer needs and their ability to generate conversation. Each of these offers an example of how brands can use creativity and innovation to connect with their audience in a unique and memorable way.
El robo del año
This campaign, launched by Netflix in collaboration with Estrella Galicia, focuses on a narrative concept that simulates a “robbery” in a bar. The protagonist tries to take Estrella Galicia beers while a story that mixes suspense and humor unfolds. The objective is to promote a Netflix series through its protagonist, a character well known by the general public, such as Berlin from La Casa de Papel,while creating a link with the beer brand.
“El Robo del año” (in English: “The Robbery of the Year”) campaign was a real phenomenon. Using a fictional narrative, this campaign combined elements of suspense with humor, creating a commercial that not only promotes the series, but also generates conversation among viewers.
“Me Ofrezco” Wallapop – Jon Kortajarena
“Me ofrezco” de Wallapop (In English: Wallapop’s I offer myself”) campaign, starring Jon Kortajarena, began when the model posted a mysterious message on social networks in which he “offered” himself for work, surprising followers and media. After days of speculation, it was revealed that the message was part of a Wallapop campaign to highlight the value of giving second chances. Thus, the brand generated great media impact and conversation, using intrigue to connect with its audience and convey its message about reuse and sustainability.
Dove Belleza Real
I’m sure you’re familiar with Dove Belleza Real (In English: “Dove’s Real Beauty”) campaign. And you may be wondering why we’re putting it on this list if it’s not from 2024. Well, the reason is that this groundbreaking campaign is celebrating its 20th anniversary this year, and including it on this list is a good way to remember that it changed the approach to advertising in the beauty industry forever.
Instead of showing models tied to a stereotypical standard, Dove chose to show real women of different ages, bodies and skin tones, promoting an inclusive and empowering message. With this narrative, the brand challenged traditional beauty standards, generating a global conversation about self-esteem and authenticity. “Real Beauty” not only promoted products, but became a cultural movement that celebrated diversity and self-confidence.
Since then, many brands have followed Dove’s lead, exposing real bodies. This year, the skin cosmetics brand itself has launched, with the help of Ogilvy, two new ads that support the Body Positive philosophy:
- Hard Knocks’ is a campaign to support its Body Confident Sports program, to support young athletes and establish confidence with their bodies.
- ‘The Code’, a new campaig that talks about the use of AI and its impact on women’s self-esteem. The brand is committed to defending authentic beauty in a context where new technologies are putting at risk a diverse and inclusive representation of women in audiovisual and advertising media. In this regard, Dove has developed a set of guidelines to create images through generative AI programs that more accurately reflect the authentic beauty promoted by the brand. Their campaign has been materialized in the emotive spot.
Why have these marketing campaigns worked?
Each marketing and communications campaign follows a unique strategy that reflects the brand’s values and seeks to resonate with its audience. Below, we look at how the featured campaigns “El Robo del año”, “Dove Belleza Real” y “Me ofrezco de Wallapop” employ different approaches to communicate their message.
Narrative approach
“El Robo del año” campaign uses a narrative approach that combines suspense and humor. Through an immersive story, the campaign not only promotes the series in question, but also invites viewers to participate in the story it tells. This style of communication creates an emotional connection, making the audience feel part of the story.
The strategies used for this campaign have been storytelling and interaction in networks, encouraging audience participation through social dynamics.
Intrigue and virality approach
Wallapop’s campaign uses an intrigue approach by presenting an ambiguous message from Jon Kortajarena in networks, where the model “offers” himself for work. This strategic approach, which works as a “Trojan horse,” provokes curiosity in the public and the media, generating spontaneous and viral media coverage. The campaign manages to capture attention before revealing the brand behind it, taking advantage of the surprise to communicate the message of giving second chances.
Its main strategy is digital guerrilla marketing, generating curiosity and suspense in the public and in the media.
Authenticity and social empowerment approach
Dove applies an approach focused on authenticity, breaking with traditional beauty stereotypes and celebrating diversity. Through an empowering and positive message, this campaign connects emotionally with its audience and responds to a social shift towards inclusion and acceptance. This approach has allowed Dove to position itself as a genuine, relatable beauty brand, generating a cultural conversation that transcends advertising.
The key strategy is purpose marketing, where the message focuses on deep social values, such as inclusion and acceptance.
It is crucial that companies not only focus on the immediate impact of their campaigns, but also communicate their values and actions effectively. Communicating effectively can make a difference in a saturated market, creating a genuine bond with consumers.
At LF Channel, we have a team of communication and marketing experts ready to help you design customized strategies that highlight your creativity and achieve a lasting impact. Contact us and let’s take your brand to the next level!
María Duard
Account Assistant
