Ads are all around us and companies have to try really hard to get us to notice them. Some companies spend millions of dollars and others managed to draw attention with almost no money.

We at Enlighten have learned about the marketing moves of companies that weren’t afraid of going their own way with their campaigns.

Kim Kardashian’s Skims underwear

The underwear/shapewear brand from Kim Kardashian appears on the official website in small batches, heating up the hype. Kim’s team uses Robert Cialdini’s scarcity principle. It means that the less often we have a chance to buy a product (and the more difficult it is to buy it), the more valuable it seems to be. The probability that someone will buy it is incredibly high.

Storing the things of their regular clients at the hotel

JamesDeMers / Pixabay

In 2014, The Grand Hyatt Melbourne offered its regular clients a service: Leave it at Hyatt. Clients can leave their baggage at the hotel, so they can use them when they come again. When they return to the hotel they don’t have to bring baggage, and their stuff (like the stuff they left there) is already in their rooms, washed and ironed.

Prank party from a shoe store

Payless / Youtube

Trendy women from Los Angeles were invited to a closed presentation of Palessi shoes. Everything was done so well that the shoes were selling like hotcakes, at $200 a pair. Everyone was shocked when they found out that this designer didn’t exist and that the party was organized by a local mass-market shoe store to show how little difference there really is between brands.

Kylie Cosmetics viral challenge

Kylie Cosmetics, that belongs to Kylie Jenner, attracted attention with a scandal related to lip fillers. Kylie Jenner denied using lip fillers and said that it was just the right makeup that she used. But when nobody believed her, she decided to use this scandal as a marketing move. On social media, teenagers were sharing the “Kylie Jenner Challenge.”

To improve their sales at Procter & Gamble (the manufacturer of laundry detergents like Gain and Tide), they changed their dress code.

Free-Photos / Pixabay

Procter & Gamble increased the sale of their detergents by 20% in the ’80s. The company did a study together with Levi Strauss Jeans and found out that their core audience was employed and that the use of their detergents would increase if they didn’t wear suits to work (which are taken to dry cleaners), but instead wore everyday clothes. Employees that wear casual clothes, work way more efficiently compared to those that have strict dress codes. So P&G decided to implement casual Fridays for their employees and many companies followed this example and canceled their dress codes on Fridays. Brilliant!

Clairol hair dye