The Best Marketing Campaigns Of 2024

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Since 2012, Channel 4 has had success with its ⁘Superhumans⁘ brand platform for the Paralympic games. It won plaudits, but more importantly, it contributed to a step change in disability representation and helped the broadcaster break records for audiences engaging with the tournament. ⁘

Many brands with such a solid long-term platform would be apprehensive to change, however, that⁘s exactly what Channel 4 did for this year⁘s Paralympics. It dropped the ⁘superhuman⁘ narrative and instead created a campaign as confronting as it was powerful. ⁘

⁘Considering What?⁘, created by Channel 4⁘s in-house agency 4creative, asked viewers to reconsider their ⁘preconceptions of Paralympic greatness⁘. It took a data-led approach, basing the campaign on its own research, which showed 59% of people said they watch the Paralympic Games to ⁘see athletes overcoming their disabilities⁘, while just 37% said they watch the Paralympics for ⁘exciting sporting competition⁘. ⁘

It played on well-meaning reactions to Paralympic sport, where viewers might comment on how well an athlete performs, ⁘considering⁘ their disability. Instead, Channel 4 held a mirror up and asked viewers to see Paralympians for what they are: world-class athletes at the top of their game. ⁘

The campaign helped Channel 4 clinch its strongest audience share (33%) since London 2012, with 20 million people watching across linear and streaming. On social media, Channel 4 garnered more than 41 million views across TikTok, YouTube and Instagram

The channel⁘s Paralympics campaign and subsequent viewing figures ⁘underlines continued progress on our strategy to reach both new digital audiences while serving our existing linear viewers,⁘ CEO Alex Mahon said in September. MI ⁘

The release of electro-popstar Charli XCX⁘s sixth studio album ⁘Brat⁘ was highly anticipated by her fans, yet the record⁘s release campaign would have a cultural impact far beyond that.