These 3 Campaigns SAVED Brands From...

Most businesses fail not because they have a bad product, but because they fail to market it effectively. But what if a single marketing move could turn a dying company into a global success story?

That’s exactly what happened with these three brands.

They were on the brink of collapse until a game-changing marketing strategy brought them back to life. From Hollywood blockbusters to viral influencer partnerships and unexpected product stunts, these campaigns resulted beyond boosting sales.

They saved entire companies from bankruptcy.

Okay!...

What are those campaigns?

1. Ray-Ban & Top Gun Movie

Ray-Ban, once a leading eyewear brand, faced a crisis in the 1980s. The rise of oversized frames and cheaper alternatives led to a sales decline.

By 1985, Ray-Ban struggled with its signature Aviator sunglasses losing relevance.

Then, the brand partnered with Hollywood’s film industry to secure product placements and revive the brand. Their biggest win came in 1986 when Tom Cruise, the lead actor in Top Gun, wore Ray-Ban Aviators throughout the movie.

The film was a massive box-office hit, grossing over $357 million worldwide, and Cruise’s character became a cultural icon.

As a result, Ray-Ban’s Aviator sales skyrocketed. This was a cultural reset.

After this massive success (recovery), Ray-Ban continued the strategy with later films like Reservoir Dogs (1992) and Men in Black (1997), ensuring their glasses remained synonymous with style and rebellion.

Lessons:

• Smart product placement can revive a brand and turn it into a cultural symbol.

• Associating your product with aspirational figures (like movie stars) creates strong emotional connections.

• Nostalgia and pop culture can be powerful tools in marketing.

So, if you ever want to adopt this strategy, remember to:

2. Airbnb & Barack Obama and John McCain

In 2008, Airbnb was on the verge of collapse. The company struggled to attract customers, and the founders, Brian Chesky and Joe Gebbia, were running out of money.

Traditional funding wasn’t working, so they had to think outside the box.

That’s when they came up with a quirky, unconventional marketing stunt - limited-edition cereal boxes called Obama O’s and Cap’n McCain, based on the 2008 U.S. presidential election candidates Barack Obama and John McCain.

Each cereal box was priced at $40, and the campaign generated $30,000, providing Airbnb with the critical funds to keep operating. But more importantly, it grabbed nationwide media attention, including coverage from major outlets like CNN.

This PR exposure helped Airbnb gain early traction, leading to its eventual success.

Lessons:

• Thinking outside the box can lead to breakthrough marketing success.

• PR-worthy stunts can give your brand massive exposure at a low cost.

• Scarcity and exclusivity (limited-edition products) can drive urgency and demand.

And here's how you can implement this:

3. Calvin Klein & BTS’s Jungkook

Calvin Klein was once an iconic fashion brand but has struggled to stay relevant among younger audiences for a few years. The brand needed a fresh marketing strategy to reconnect with Gen Z and millennials.

So they partnered with Jungkook, one of the most adored members of global K-pop sensation BTS, for an underwear campaign in 2023.

The campaign’s impact was immediate:

• Within 24 hours, Calvin Klein’s Instagram post featuring Jungkook received over million likes, making it one of their most engaged posts ever.

• The brand trended worldwide on social media, as BTS’s fanbase (the “ARMY”) enthusiastically shared the campaign.

• Calvin Klein saw a sharp increase in online traffic and sales, particularly in South Korea and Asia.

By choosing Jungkook, Calvin Klein modernized its brand successfully and made it more aspirational to younger audiences while maintaining its classic minimalist appeal.

Lessons:

• The right influencer partnership can instantly refresh a brand’s image.

• Social media engagement can drive massive organic brand exposure.

• Modern marketing requires staying in tune with pop culture and emerging trends.

Do remember these when implementing it:

Conclusion

These three campaigns prove that the right marketing move can revive a struggling business. Here’s how you can take action:

• Leverage pop culture & trends: Align your brand with movies, music, or viral moments to stay relevant. (Ray-Ban x Top Gun)

• Be bold & unconventional: Sometimes, the most unexpected ideas create the biggest impact. (Airbnb’s Obama O’s cereal stunt)

• Use influencer & celebrity power: The right partnership can give your brand instant credibility and reach. (Calvin Klein x Jungkook)

• Focus on timing: Launch your campaigns when consumer interest is at its peak to maximize impact.

Your Next Step:

• Look at your brand’s biggest challenge.

• Pick one of these strategies and brainstorm how you can adapt it to your business.

• Take action because marketing isn’t just an expense, it’s a lifeline.

Marketing saved these brands. It could save yours too.