Best-Performed Campaigns in 2015-2016

They are LESSONS for decades to come

February 07, 2025

Trust me, writing content is as easy as many think. But writing THE BEST content takes so much time, even with ChatGPT or any other AI model you could possibly think of.

On average, writing a post for Growth Folks takes about 2-3 hours (Yep! I am not lying).

So, writing this best content involves much to refer to and research. Each time I do that, I try to look into campaigns that are either old or once were popular and successful.

Every time I did this, there was this specific time when many campaigns were wildly successful and have been carrying so much for us to learn today.

It's 2015 and 2016. And here are some of the best campaigns during this period.

1. REI's #OptOutside Campaign

  • Campaign Name: #OptOutside

  • Campaign Dates: November 27, 2015

  • Industry: Retail (Outdoor Gear and Apparel)

  • Target Audience: Outdoor enthusiasts, environmentally conscious consumers

REI

What is the campaign about?

On Black Friday, when most retailers focus on massive discounts and sales, REI took a bold step by closing all 143 stores and paying its 12,000 employees to take the day off and enjoy the outdoors.

Instead of participating in the shopping frenzy, REI encouraged customers to also "opt outside" and spend time in nature rather than in crowded malls. The campaign was not just about skipping Black Friday.

It was about standing by the brand’s values and a way to strengthen its identity as a company that prioritizes adventure and outdoor experiences over consumerism.

Campaign Objectives:

  • Challenge consumer culture: REI positioned itself against the traditional Black Friday shopping craze, stating that experiences are more valuable than material goods.

  • Strengthen brand values of outdoor appreciation: The campaign aligned with REI’s core mission of promoting outdoor adventures.

  • Generate positive brand awareness: REI stood out and gained significant media coverage by taking an unconventional stance.

  • Differentiate from traditional Black Friday marketing: While other brands focused on discounts, REI strengthened its brand image by advocating for something meaningful.

Results

  • 1.4 million people pledged to #OptOutside in the first year

  • It increased social media impressions by 170%

  • 7,000+ companies joined the movement by 2019

  • It boosted membership applications by 36%

  • Despite closing on Black Friday, REI increased sales by 20% YOY.

Taking a bold stance can strengthen brand identity and customer loyalty.

  • REI didn’t just sell outdoor gear. It lived by its values.

  • Brands that stand for something beyond their products build stronger relationships with customers.

  • Breaking away from industry norms (e.g., closing stores on Black Friday) can create massive PR buzz.

Takeaway:

Clearly define your brand values and integrate them into your marketing. Don’t be afraid to take a stand on issues that align with your mission.

2. Pokémon Go Launch Campaign

  • Campaign Name: Pokemon Go Launch

  • Campaign Dates: July 6, 2016

  • Industry: Mobile Gaming, Augmented Reality

  • Target Audience: Millennials, Gen X, Pokemon franchise fans

GameSpot

What is the campaign about?

Pokémon Go revolutionized mobile gaming with augmented reality (AR) to blend the digital and real worlds. It involved GPS and smartphone cameras so players could find, catch, and train virtual Pokémon in real-world locations.

They then turned these everyday locations into gaming hotspots and encouraged players to explore parks, streets, and landmarks.

It quickly became a cultural phenomenon and created viral moments and large public gatherings, influencing discussions on AR potential.

Campaign Objectives:

  • Revive Pokémon brand engagement: Pokémon Go brought the franchise back into the mainstream, which attracted longtime fans and new players.

  • Create an innovative mobile gaming experience: Using AR made Pokémon Go one of the first games to integrate digital characters into real-world environments.

  • Encourage physical activity and social interaction: The game required players to walk around, meet others, and visit real locations. That promoted movement and community engagement.

  • Generate global excitement: The game’s unique concept and nostalgia for Pokémon sparked worldwide enthusiasm and mass adoption.

Results:

  • 500 million downloads within two months

  • $1.6 billion in revenue in its first year

  • Peaked at 28.5 million daily active users in the United States

  • Significantly increased Nintendo's market value.

  • Sparked discussions about augmented reality and mobile gaming

Emerging technology can be a game-changer for engagement.

  • Pokémon Go used augmented reality (AR) to transform mobile gaming and made it interactive and location-based.

  • The campaign encouraged real-world movement and social interactions, which made the experience unique.

  • Nostalgia played a huge role in interactively bringing back a beloved franchise.

Takeaway:

Explore new technologies (AR, AI, VR) in your marketing. If you have a well-known brand, consider how nostalgia can be reintroduced in fresh ways.

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3. Spotify's "Thanks 2016" Campaign

  • Campaign name: Thanks 2016, It’s Been Weird

  • Campaign dates: December 2016

  • Industry: Music streaming

  • Target audience: Spotify users and the general public in 14 countries

Ad Age

What is the campaign about?

Spotify used its vast user data to create a humorous and highly relatable advertising campaign that highlighted unique listening behaviors from 2016.

The campaign featured witty, location-based billboards that showed surprising and quirky music trends, such as “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”

These ads made Spotify’s audience feel seen and entertained while subtly showing the platform’s ability to understand user preferences.

The campaign went viral as people shared their favorite ads, strengthening Spotify’s identity as a fun and data-savvy brand.

Campaign Objectives:

  • Increase brand awareness: The campaign showed Spotify’s global presence and ability to analyze listening habits.

  • Show the platform's data capabilities: By turning data into entertaining insights, Spotify highlighted its ability to curate personalized music experiences.

  • Create shareable, viral marketing content: The witty billboards resonated with people, leading to wild sharing on social media.

  • Engage users through humor: The campaign made Spotify’s brand feel fun, relatable, and culturally relevant.

Results:

  • 1,200% increase in social media mentions

  • Featured in 380+ media articles

  • 50% increase in brand awareness metrics

  • Inspired similar data-driven campaigns in subsequent years

  • Won multiple advertising awards, including the Cannes Lions

Use data creatively to connect with your audience.

  • Spotify turned user data into a viral campaign, proving that analytics can be entertaining.

  • Humor and relatability helped the brand humanize its tech-driven platform.

  • Personalized storytelling makes a campaign memorable and shareable.

Takeaway:

Look at your customer data creatively. Can you turn trends into engaging content? Personalization + humor = a winning combo.

4. Netflix's Gilmore Girls Coffee Shop Campaign

  • Campaign Name: Luke's Diner Activation

  • Campaign Dates: October 5, 2016

  • Industry: Streaming Entertainment

  • Target Audience: Gilmore Girls fans, millennials, women aged 25-45

Event Marketer

What is the campaign about?

To promote the revival of Gilmore Girls: A Year in the Life, Netflix changed over 200 coffee shops across the U.S. into Luke’s Diner, the iconic café from the show.

Each pop-up location featured themed decor, branded coffee cups, and staff dressed like the show’s characters.

This immersive experience allowed fans to step into their favorite show, creating excitement and nostalgia. The campaign relied more on word-of-mouth and social media sharing, which made it a viral success.

Campaign Objectives:

  • Generate excitement for the show's revival: Netflix built anticipation for Gilmore Girls: A Year in the Life by creating a real-life version of a beloved setting.

  • Create an immersive fan experience: The campaign gave fans a tangible way to engage with the show beyond just watching it.

  • Drive social media engagement: The themed coffee shops encouraged people to share their experiences which boosted visibility through #LukesDiner.

  • Attract existing and new fans: Nostalgia pulled in longtime fans, while the buzz introduced the show to new audiences.

Results:

  • Thousands of fans lined up at transformed coffee shops.

  • Massive social media coverage with #LukesDiner

  • Significant increase in Netflix subscription interest

  • Generated millions in media impressions

  • Created a viral marketing moment that resonated with fans

Experiential marketing can drive massive word-of-mouth.

  • Netflix brought a fictional world to life, giving fans an unforgettable real-life experience.

  • Pop-up events create a sense of urgency (limited-time exclusivity) that drives participation and social sharing.

  • Leveraging nostalgia can re-engage old fans and introduce new ones to your brand.

Takeaway:

Consider pop-up events, immersive brand activations, or collaborations with physical spaces to build buzz and turn digital campaigns into real-world moments.

Conclusion

Marketing success isn’t just about selling. It’s about creating experiences, emotions, and connections that drive people to engage with your brand. The best campaigns aren’t just ads. They are stories, movements, and conversations that people want to be part of.

Therefore:

  • Personalize your campaigns: Use customer data to create tailored experiences that feel personal and engaging.

  • Stand for something: Align your brand with values that resonate with your audience and aren’t afraid to take a stand.

  • Leverage new tech: Explore AR, AI, or interactive elements to make your marketing more immersive.

  • Turn data into storytelling: Find creative ways to show customer behavior in fun, relatable ways.

  • Create shareable experiences: Whether physical or digital, design campaigns that people want to talk about and share.

Pick one of these tactics and test it in your next campaign. Small changes can lead to massive engagement. Which one will you implement first?

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