| # | Company | Campaign | Summary | Notes | Cost | Revenue | ROI | Duration | Channels | Complexity | Impact | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | $50M | $10B | 200x | - | 3/5 | 5/5 | ||||||
| 2 | $200K | $5M | 25x | 1 month | 2/5 | 3/5 | ||||||
| 3 | S Stabilo Stabilo Boss / Highlighter pens | $500K | $5M | 10x | 4 years | 3/5 | 5/5 | |||||
| 4 | $35M | $180M | 5.1x | 9 years | 4/5 | 5/5 | ||||||
| 5 | $10M | $500M | 50x | 15 years | Print | 2/5 | 5/5 | |||||
| 6 | $100M | -$150M | -1.5x | 3 months | Video | 3/5 | 1/5 | |||||
| 7 | $5K | $12M | 2,400x | 1 month | Print | 4/5 | 5/5 | |||||
| 8 | $10K | $10M | 1,000x | 10 years | Business Ideas | 2/5 | 4/5 | |||||
| 9 | $15K | $153K | 10.2x | 3 months | Social | 3/5 | 4/5 | |||||
| 10 | $15M | $500M | 33.3x | 25 years | Print | 3/5 | 4/5 | |||||
| 11 | $5K | $120K | 24x | 1 month | - | 1/5 | 5/5 | |||||
| 12 | Created extreme curiosity by showing no branding at all | $17M | $35M | 2.1x | 1 day | - | 1/5 | 5/5 | ||||
| 13 | $750K | $20M | 26.7x | 15 days | Outdoor | 3/5 | 4/5 | |||||
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Instead of spending $1,000,000 in ads, they are giving away $1,000,000 to someone to BUILD a company using their products. This has been going mega viral, with tons of signups to Perplexity, and getting mega attention! Great use of $1,000,000 of marketing budget. | - | $1M | $20M | 20x | 1 month | Influencer, Social | 2/5 | 5/5 | ||||
A multi-part 1990 print campaign that used nostalgia and visual timelines to position Jim Beam as timeless and authentic. | Repeated one clear theme across multiple visual executions. | $300K | $1.5M | 5x | 1 year | 3/5 | 3/5 | |||||
Liquid Death grouped multiple executions around the same darkly comic anti-water-brand positioning, using shocking visuals and heavy-metal tone to make canned water feel rebellious and highly shareable. | The brand made a boring category feel like entertainment. | $15M | $80M | 5.3x | 6 years | Packaging, Social, Events, Video, Outdoor | 4/5 | 4/5 | ||||
CeraVe seeded a fake conspiracy that Michael Cera created the brand, then revealed the joke in a Super Bowl campaign that massively expanded earned reach. | Built curiosity before the paid reveal instead of spending only on the reveal. | $12M | $100M | 8.3x | 6 weeks | Video, Influencer, Social, Pr, Tv | 4/5 | 5/5 | ||||
Campaign repositioned the company around creativity, nonconformity, and cultural relevance during its 1997 turnaround, using iconic historical figures instead of product-led advertising. | It sold a belief system, not specs, which sharply differentiated Apple from feature-driven PC competitors. | $90M | $193M | 2.1x | 5 years | Tv, Print, Outdoor | 4/5 | 5/5 | ||||
There were 3 billboards placed around Missoula, Georgia in the USA where it looked like a guy named Tom was looking to make friends in town. Turns out it was a viral stunt by the Missoula City Bank for people to open new accounts. It made them $20,000,000 in new business. | Fun viral stunt | $15K | $20M | 1,333x | 3 months | Outdoor | 2/5 | 4/5 | ||||
Buy protein bar | More protein than anything ever seen. | $10K | $10M | 1,000x | 2 months | Outdoor | 3/5 | 4/5 | ||||
This was an incredibly successful and unique campaign to promote the funny-looking yet economical Volkswagen Beetle. | It uses humor and honesty to stand out in a sea of overpromises. | $1.25M | $5B | 4,000x | 10 years | 3/5 | 5/5 | |||||