The ANA REGGIE Awards have been showcasing the best and most inspirational marketing campaigns since 1983. Often, the best campaigns are the ones that challenge us, inspire us, and make us think and feel differently. In this presentation, we will cover seven tips from award-winning campaigns that you can apply to your own work.

1. 7 TIPS EVERY
MARKETER NEEDS
FROM THE 2020
REGGIE AWARDS

2. The ANA REGGIE Awards have been showcasing the best and most
inspirational marketing campaigns since 1983. Often, the best
campaigns are the ones that challenge us, inspire us, and make
us think and feel differently. It’s not easy to feel empowered by
the products we use and how we use them. But brands like American
Family Insurance, Clorox’s Liquid-Plumr, McDonald’s, Mastercard,
Nickelodeon, World Vision, and Mondelez’s Trident Gum all made us
feel that way with campaigns that celebrated inclusivity, diversity,
and encouraged us all to make the world a better space for everyone.
In this presentation, we will cover seven tips from these award-
winning campaigns that you can apply to your own work. Do these
things and a 2021 ANA REGGIE Award may be in your team’s future.

3. CREATE A CLEAR MESSAGE
THAT RESONATES
WITH PEOPLE.
1

4. While finance might not intrinsically
spark emotional responses, American
Family Insurance wanted to change that,
particularly with millennials. By utilizing
partnerships with professional athletes
and outreach to new fathers, the company
created powerful, emotional journeys.
The company partnered with Spotify,
parenting website Fatherly, and The Players
Tribune to create custom videos highlighting
how various athletes’ fathers supported
them. American Family Insurance also
created two emotionally inspiring stories,
“Entrepreneur” and “Clean Dreaming,”
which the brand shared across TV, digital,
and social. Ultimately, the company
doubled its revenue growth for 2019.
4© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

5. CONNECT
PEOPLE IN A
POSITIVE WAY.
2

6. “Share a Coke Fall Football” at McDonald’s
invited its target market, football superfans,
to connect over their passion for football
through digital integration. The Campaign
brought the optimism of football season
to life with a unique experience shared
by millions of consumers nationwide.
With its sip-and-scan technology, each
McDonald’s cup became a vehicle to enter
to win thousands of football-themed prizes.
Regionally, it connected fans to their home
team by featuring 12 local NFL and NCAA
team logos that unlocked a chance to win
team-themed gear and experiences.
6© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

7. PROMOTE
INCLUSIVITY
AND EQUALITY.
3

8. Mastercard launched a credit card that
allowed transgender people to prominently
display the name they identified with.
Most transgender individuals in the U.S.
face tremendous challenges when it comes
to changing their legal names. As a result,
68 percent of transgender people say that
none of their IDs have their correct name
and gender.
To address this, Mastercard created
the True Name card — the first payments
product that allows individuals to feature
the name they associate with on the front
of their cards and their legal name in small
print on the back. More than 10 national
banks/partners expressed interest in adding
True Name to their products, with BMO
Harris and Superbia Credit Union
launching in late 2019.
8© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

9. USE HUMOR
TO HOOK
CONSUMERS.
4

10. “Will It Clog?” was launched as a digital-first,
influencer-led experiment that employed
a unique way to market Clorox’s Liquid-Plumr
product. For its 2019 campaign, VAT19,
a group of popular YouTubers who produce
challenge videos, built wild contraptions,
performed outrageous stunts, and tested
Liquid-Plumr againstextreme clogs,
including 15 pounds of butter.
The group then challenged How Ridiculous
to do a test of the product. How Ridiculous
posted their “response challenge” the same
day they formed their own test clogs,
including dropping 200,000 Gummy
Bears from high above a tower into
a kitchen sink on the ground below.
The campaign garnered 19 million total
organic views, while brand assets received
best-in-class ad performance for KPIs.
10© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

11. GET YOUNGER
GENERATIONS
INVOLVED.
5

12. In celebration of the 20th Anniversary
of SpongeBob SquarePants, Nickelodeon
created a unique product line in collaboration
with Nike and SpongeBob superfan and NBA
star Kyrie Irving. The Line included a Nike
sneaker, apparel, and accessories for adults
and kids.
Through behind-the-scenes footage
and stylized editing, fans saw Irving
reminisce about watching the show
growing up. At launch, all five of the
sneakers sold out digitally in minutes
and obtained an 86 percent average
sell through in-store after just 24 hours.
The campaign delivered more than
one billion estimated impressions.
12© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

13. TRULY MAKE
THE WORLD A
BETTER PLACE.
6

14. For 70 years, World Vision has been helping
children escape poverty. For the first time,
the organization had the children in need
choose their sponsors, rather than having
the sponsor choose the child.
Either at a live event or via email, every
donor received a photograph of the child
who chose them. Choosing Parties and
reveal events were broadcast on Facebook
Live, and sponsors were encouraged
to create user-generated content to share
their experience. Bloggers and influencers
shared first-hand accounts of Choosing
Parties with their followers.
More than 10,000 kids from Bangladesh,
Ecuador, Guatemala, Honduras, Kenya,
Malawi, Uganda, and Zambia have chosen
sponsors.
14© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

15. USE YOUR
BRAND TO
GIVE BACK.
7

16. Mondelez’s Trident Gum supported
Dollar General’s commitment to literacy
with the “Gives Back” program. Education
remains a hurdle for many families,
as more than 40 million U.S. adults
are low in literacy, 57 percent of whom
are African-American and Hispanic.
As such, literacy is especially relevant
for Dollar General shoppers.
A custom Trident Gum package was sold
exclusively at Dollar General, where the
package explained the partnership and its
$25,000 donation to the Dollar General
Literacy Foundation.
16© Copyright 2020 by the Association of National Advertisers, Inc. All rights reserved.

17. ENTER TO BE CONSIDERED FOR THE 2021 REGGIE AWARDS HERE.
To move and inspire people with marketing campaigns,
advertisers need to remember a few key tips: be emotionally resonate,
find actionable ways to find solutions to issues, and be present.
Being present in someone’s life goes a long way. The companies
with the best strategies and campaigns realize this and use this
insight to tell stories and create products people really want
and need. Your company can do the same.