The document outlines five key marketing tips derived from the 2018 Reggie Awards, emphasizing emotional resonance, positivity, inclusivity, targeted campaigns, and social responsibility. Successful case studies from brands like Citi, State Farm, Covergirl, Allergan, and organizations such as the Illinois Council Against Handgun Violence illustrate the effectiveness of connecting with audiences on a deeper level. Marketers are encouraged to create impactful narratives that drive engagement and inspire action among consumers.

1. 5 TIPS EVERY
MARKETER NEEDS,
FROM THE 2018
REGGIE AWARDS

2. The REGGIE Awards have been showcasing the best and most
inspirational marketing campaigns since 1983. Often times, the best
campaigns are the ones that challenge us, inspire us, and make
us think differently, feel deeply, and believe in the beauty and love
around us. It’s not easy to stay positive and feel empowered by the
products we use and how we use them, but sometimes, a brand will
catch our eye and make us feel like we’re part of something grand.
Citi, State Farm, COVERGIRL, Allergan, Procter & Gamble, West Jet,
and Illinois Council Against Handgun Violence all did just this —
and created campaigns that celebrated inclusivity, diversity, and
encouraged us all to make the world a better, safer space for everyone.

3. CREATE A CLEAR,
EMOTIONAL MESSAGE THAT
RESONATES WITH PEOPLE
IN A HUMAN WAY.
1

4. Everyone wants to feel confident about
money — especially when it comes to
saving for the future. Citi believes in
helping people and businesses grow and
progress. However, to restore brand trust,
it needed to talk about progress in ways
that would be emotionally meaningful to
people. Its campaign, “Welcome What’s
Next,” focused on making people feel
more confident about money. The video
showed a child running through sprinklers
on a hot summer day, ecstatic just to be
alive, and the voice-over asked, “What if
a bank could help you feel a little more
of this?”
4© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

5. BE POSITIVE AND
OPTIMISTIC.
2

6. Within its “Welcome What’s Next”
campaign, Citi sought to “be the modern
bank that makes people feel good and
optimistic about what’s next.” By using
emotionally driving music, visuals,
experiential events, video, and copy,
it wanted to help people feel happier
and to prepare them for what’s next in
their lives. Citi ultimately raised its brand
preference in just one financial quarter.
6© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

7. PROMOTE INCLUSIVITY
AND EQUALITY.
3

8. Recognizing that African-American women
are three times more likely to be the head
of household finances, State Farm started
a relevant and inspirational conversation
about financial empowerment. It created
the “Color Full Lives” campaign to connect
with African-American women seeking ways
to improve their lives.
In partnership with ESSENCE Fest, one of the
largest female African-American events, State
Farm created on-site activations at the festival,
such as financial panels and quizzes, and
online influencer content published post-festival
on Essence.com. By asking women to identify
their goals, State Farm pushed the boundaries
of what consumers expected from an insurance
brand and helped women to take steps toward
achieving their dreams.
8© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

9. In a similar vein, COVERGIRL focused
its campaign, “Rantin’ and Raven,”
on empowering women. Believing that
#GirlsCan, the makeup brand (and
“Official Beauty Sponsor of the NFL”)
gave female football fans a seat behind
the desks on game day at an event
right outside the stadium. In the end,
COVERGIRL provided a voice to sports
fans who are underrepresented in
media while reinforcing its brand to
an important audience.
9© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

10. Similarly, Procter & Gamble made a bold
statement with its campaign, “My Black
Is Beautiful,” which showcased the
beauty of African-American women
and promoted awareness of racial bias.
The brand also ran a secondary
campaign called “The Talk”, featuring
conversations with DJ personalities
such as Steve Harvey and Erica
Campbell, who shared their personal
experiences with racial bias.
10© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

11. DON’T BE AFRAID
TO TARGET.
4

12. Chronic Dry Eye (CDE) affects many people
who are not treated for the condition; it’s
a condition that can be distracting and
embarrassing for those who suffer from it.
Allergan developed a campaign aimed at
women 44–64 that encouraged them to
start using medication so they could more
fully enjoy their daily lives without irritation.
The campaign motivated sufferers to take
action regarding their eye health by educat-
ing them about how their body language,
or more specifically their “eye language,”
could be misinterpreted due to CDE
symptoms of burning, itching, and redness.
12© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

13. To be more relatable, Allergan selected
12 high-profile women to represent the
campaign. With its “Eyes Speak Volumes”
slogan and striking visuals of inspirational
women (such as Frida Kahlo), the campaign
broke from the traditional pharmaceutical
structure, capitalizing on numerous channels,
including TV, websites, social, PR, and print
(brochures, cover wraps, and magazines).
The campaign increased new prescriptions
by 5 percent within two months of its launch.
13© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

14. MAKE THE WORLD A
BETTER PLACE. TRULY.
5

15. Gun violence is scary — and it’s a pervasive
problem that is growing at a frightening
pace in the U.S. Families across the country
are afraid for their loved ones. Because of
this, the Illinois Council Against Handgun
Violence (ICHV), a nonprofit, took a strong
stance against gun violence with its
campaign, “Teddy Gun.” Every year more
than 30,000 people in the U.S. die from
gun violence, and the issue is especially
prevalent in Chicago, where more than
1,000 people are shot yearly. The ICHV
drove awareness and encouraged people
to take action through a moving campaign
that compared the manufacturing regulations
around teddy bears to those for guns.
15© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

16. When a child is sick, we don’t think about
the logistics of families seeking out care
for their children. Normally, people think
about cost, but not the travel logistics,
which can be a challenge for people
who don’t live near a children’s hospital.
WestJet sought to increase the public’s
understanding of the work done by
Ronald McDonald House Charities
Canada. To accomplish this, it created
a video illustrating the charity’s work with
one father and his sick child. The brand
then distributed the video through its
various social media platforms.
16© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

17. More than 70 percent of Canadians
do not live in a city with a children’s
hospital, so when a child becomes sick,
the family must travel hundreds of
kilometers to access the treatment and
care their child needs. Ronald McDonald
House Charities Canada helps families
in the midst of such crises by providing
a home away from home as their children
receive treatment at a hospital in a
strange place. In 2016, Canada’s
15 Ronald McDonald Houses and
16 Ronald McDonald Family Rooms
supported more than 30,000 families.
17© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

18. 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.
ENTER TO BE CONSIDERED FOR THE 2019 REGGIE AWARDS HERE.