{"id":10455,"date":"2024-11-19T10:42:58","date_gmt":"2024-11-19T09:42:58","guid":{"rendered":"https:\/\/lfchannel.com\/?p=10455"},"modified":"2025-12-12T16:09:06","modified_gmt":"2025-12-12T15:09:06","slug":"the-marketing-campaigns-that-have-had-the-greatest-impact-on-us","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/","title":{"rendered":"The marketing campaigns that have had the greatest impact on us in 2024"},"content":{"rendered":"<p>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 <a href=\"https:\/\/lfchannel.com\/en\" target=\"_blank\" rel=\"noopener\"><strong>LF Channel<\/strong><\/a>?<\/p>\n<p>As communication professionals, we are <strong><a href=\"https:\/\/lfchannel.com\/en\/category\/prtrends\/\">hunters of communication trends<\/a><\/strong> and campaigns that work to inspire and motivate us to continue creating innovative marketing strategies that make a difference.<\/p>\n<p>It is clear that in a world where consumer attention is increasingly ephemeral, standing out with a <strong>communication and marketing campaign<\/strong> is more and more complex. In this post, we are going to analyze some of the <strong>best campaigns carried out in Spain in 2024 and which, in our opinion,<\/strong> have managed to capture the public&#8217;s attention and generate a <strong>significant impact on their audience.<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#Success_stories_in_creativity_and_innovation_in_communication_campaigns\" >Success stories in creativity and innovation in communication campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#El_robo_del_ano\" >El robo del a\u00f1o<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#%E2%80%9CMe_Ofrezco%E2%80%9D_Wallapop_%E2%80%93_Jon_Kortajarena\" >\u201cMe Ofrezco\u201d Wallapop \u2013 Jon Kortajarena<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#Dove_Belleza_Real\" >Dove Belleza Real<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#Why_have_these_marketing_campaigns_worked\" >Why have these marketing campaigns worked?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#Narrative_approach\" >Narrative approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#Intrigue_and_virality_approach\" >Intrigue and virality approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lfchannel.com\/en\/the-marketing-campaigns-that-have-had-the-greatest-impact-on-us\/#Authenticity_and_social_empowerment_approach\" >Authenticity and social empowerment approach<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Success_stories_in_creativity_and_innovation_in_communication_campaigns\"><\/span>Success stories in creativity and innovation in communication campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What we have considered to be the best communication and marketing campaigns have managed to stand out on the <strong>Spanish stage<\/strong> thanks to their <strong>originality, their ability to adapt to consumer needs and their ability to generate conversation.<\/strong> Each of these offers an example of how brands can use creativity and innovation to connect with their audience in a <strong>unique and memorable way.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"El_robo_del_ano\"><\/span>El robo del a\u00f1o<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This campaign, <strong>launched by Netflix in collaboration with Estrella Galicia,<\/strong> focuses on a narrative concept that simulates a \u201crobbery\u201d 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.<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=hnL4F_OAtZk\" target=\"_blank\" rel=\"noopener\"><strong>\u201cEl Robo del a\u00f1o\u201d<\/strong><\/a> (in English: \u201cThe Robbery of the Year\u201d) 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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10425\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2024\/11\/campana_el_robo_del_ano_estrella_galicia.jpg\" alt=\"El robo del a\u00f1o campaign Estrella Galicia\" width=\"520\" height=\"346\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"%E2%80%9CMe_Ofrezco%E2%80%9D_Wallapop_%E2%80%93_Jon_Kortajarena\"><\/span>\u201cMe Ofrezco\u201d Wallapop \u2013 Jon Kortajarena<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=tUPoCz3LFjE\" target=\"_blank\" rel=\"noopener\"><strong>\u201cMe ofrezco\u201d<\/strong><\/a><strong> de Wallapop (In English: Wallapop\u2019s I offer myself\u201d) campaign, starring Jon Kortajarena,<\/strong> began when the model posted a mysterious message on social networks in which he \u201coffered\u201d 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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10429\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2024\/11\/campana_me_ofrezco_wallapop_Jon_Kortajarena.jpg\" alt=\"Me ofrezco Wallapop campaign, Jon Kortajarena\" width=\"520\" height=\"346\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Dove_Belleza_Real\"><\/span>Dove Belleza Real<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I&#8217;m sure you&#8217;re familiar with <a href=\"https:\/\/www.youtube.com\/watch?feature=shared&amp;v=-Ik3qFoHlaA\" target=\"_blank\" rel=\"noopener\"><strong>Dove Belleza Real<\/strong><\/a><strong> (In English: \u201cDove\u2019s Real Beauty\u201d) campaign.<\/strong> And you may be wondering why we&#8217;re putting it on this list if it&#8217;s not from 2024. Well, the reason is that <strong>this groundbreaking campaign is celebrating its 20th anniversary this year,<\/strong> and including it on this list is a good way to remember that it changed the approach to advertising in the beauty industry forever.<\/p>\n<p>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. \u201cReal Beauty\u201d not only promoted products, but became a <strong>cultural movement that celebrated diversity and self-confidence. <\/strong><\/p>\n<p>Since then, many brands have followed Dove&#8217;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:<\/p>\n<ul>\n<li><em>Hard Knocks\u2019<\/em> is a campaign to support its <a href=\"https:\/\/www.dove.com\/us\/es\/dove-self-esteem-project\/dove-x-nike-nuestro-programa-our-body-confident-sport.html\" target=\"_blank\" rel=\"noopener\"><strong>Body Confident Sports<\/strong><\/a> program, to support young athletes and establish confidence with their bodies.<\/li>\n<li><em>\u2018The Code\u2019,<\/em> a new campaig that talks about the use of AI and its impact on women&#8217;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, <strong>Dove has developed a set of guidelines to create images through generative AI programs<\/strong> that more accurately reflect the authentic beauty promoted by the brand. Their campaign has been materialized in the emotive <a href=\"https:\/\/www.youtube.com\/watch?v=sD-R2OzcleQ\" target=\"_blank\" rel=\"noopener\"><strong>spot<\/strong><\/a>.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10433\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2024\/11\/campana_dove_belleza_real.jpg\" alt=\"Dove belleza real campaign\" width=\"520\" height=\"346\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_have_these_marketing_campaigns_worked\"><\/span>Why have these marketing campaigns worked?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Each marketing and communications campaign follows a<strong> unique strategy<\/strong> that reflects the brand&#8217;s values and seeks to resonate with its audience. Below, we look at how the featured campaigns<strong> \u201cEl Robo del a\u00f1o\u201d, \u201cDove Belleza Real\u201d y \u201cMe ofrezco de Wallapop\u201d <\/strong>employ different approaches to communicate their message.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Narrative_approach\"><\/span>Narrative approach<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u201cEl Robo del a\u00f1o\u201d 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 <strong>invites viewers to participate in the story it tells.<\/strong> This style of communication creates an emotional connection, making the audience feel part of the story.<\/p>\n<p>The strategies used for this campaign have been storytelling and interaction in networks, encouraging audience participation through social dynamics.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Intrigue_and_virality_approach\"><\/span>Intrigue and virality approach<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Wallapop&#8217;s campaign uses an intrigue approach by presenting an ambiguous message from Jon Kortajarena in networks, where the model \u201coffers\u201d himself for work. This strategic approach, which works as a \u201cTrojan horse,\u201d <strong>provokes curiosity in the public and the media, generating spontaneous and viral media coverage.<\/strong> 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.<\/p>\n<p>Its main strategy is digital guerrilla marketing, generating curiosity and suspense in the public and in the media.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Authenticity_and_social_empowerment_approach\"><\/span>Authenticity and social empowerment approach<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Dove applies an approach focused on authenticity, breaking with traditional beauty stereotypes and celebrating diversity. Through an empowering and positive message, this campaign<strong> connects emotionally with its audience and responds to a social shift towards inclusion and acceptance. <\/strong>This approach has allowed Dove to position itself as a genuine, relatable beauty brand, generating a cultural conversation that transcends advertising.<\/p>\n<p>The key strategy is purpose marketing, where the message focuses on deep social values, such as inclusion and acceptance.<\/p>\n<p>It is crucial that companies not only focus on the immediate impact of their campaigns, but also communicate their values and actions effectively. <a href=\"https:\/\/lfchannel.com\/en\/trends-in-branding-and-brand-communication\/\">Communicating effectivel<strong>y<\/strong><\/a> can make a difference in a saturated market, creating a genuine bond with consumers.<\/p>\n<p>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. <strong><a href=\"https:\/\/lfchannel.com\/en\/contact\/\" target=\"_blank\" rel=\"noopener\">Contact us and let&#8217;s take your brand to the next level!<\/a><\/strong><\/p>\n<p><a href=\"mailto:ecayon@lfchannel.com\" target=\"_blank\" rel=\"noopener\">Mar\u00eda Duard<\/a><br \/>\n<strong>Account Assistant<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":10441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[48,1],"tags":[],"class_list":["post-10455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-sin-categorizar"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts\/10455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/comments?post=10455"}],"version-history":[{"count":4,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts\/10455\/revisions"}],"predecessor-version":[{"id":13172,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts\/10455\/revisions\/13172"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/media\/10441"}],"wp:attachment":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/media?parent=10455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/categories?post=10455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/tags?post=10455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}