# Marketing Achievement Catering to a desire for success, ads reference personal gain for appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 29, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/marketing-achievement ## Key Figures - Trend score: 3.3/10 - Evidence articles: 6 ## What is the Marketing Achievement trend? **Marketing Achievement:** Catering to a sense of personal gain, brands are turning to campaigns that center around ideas of achievement and triumph, combining sentimental situations with a desire for individual success in all aspects of life. This speaks to a shift in marketing tactics toward more aspirational forms of appeal. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 10, 2013 to May 10, 2014 - Published: May 29, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Marketing Achievement trend ### Aspirational Appeal More brands are centering campaigns around ideas of achievement and triumph, catering to a sense of personal gain. ### Guerrilla Marketing Brands are using creative and elaborate marketing stunts to capture consumer attention and promote their products. ### Heartfelt Ads Touching and sentimental ad campaigns are being used to showcase a more human face of brands and their products. ## What the Marketing Achievement trend means for industry ### For Sports Apparel Inspirational and aspirational ad campaigns can be used to sell sports apparel, encouraging athletes to persevere and push their limits. ### For Alcohol Industry Brands like Heineken are using guerrilla marketing tactics to create memorable and engaging experiences for consumers, promoting their products in a fun and unique way. ### For Ad Agencies The use of sentimental and heartfelt ads presents an opportunity for ad agencies to showcase the human side of brands and create a more meaningful connection with consumers. ## Trend signals for Marketing Achievement Trend score 3.3 out of 10, from popularity 63%, activity 28%, freshness 8%. - Popularity: 63% - Activity: 28% - Freshness: 8% ## Examples of the Marketing Achievement trend 6 featured examples from Jan 10, 2013 to May 10, 2014. - [Boundary-Pushing Sports Ads](https://www.trendhunter.com/trends/winter-wonderland1): Nike’s Winter Wonderland Boosts Perseverance & Self-Improvement (Category: Marketing) Implication: The sportswear industry can develop more advanced, functional products that cater to athletes who train in extreme weather conditions, keeping them comfortable and motivated year… - [Sky-High Jump-Offs](https://www.trendhunter.com/trends/jumping-contest): Nike Puts Their Nike+ Device to Work in this Jumping Contest (Category: Lifestyle) Implication: Nike+ sensors integrated into shoes create new opportunities for the athletic footwear industry to develop smart shoes. - [Mobile Staring Contest Campaigns](https://www.trendhunter.com/trends/staring-contest): The 'Eye on the Prize' Pits Man Against Machine in an Epic Battle (Category: Marketing) Implication: Disruptive innovation opportunity for marketers to develop innovative campaigns that capture consumer attention and create memorable experiences. - [Hilarious Sport Benefit Ads](https://www.trendhunter.com/trends/benefits-of-sports): New USTA Ad Campaign Displays the Benefits of Sports (Category: Lifestyle) Implication: Using humorous and benefit-focused advertising campaigns to promote various sports or fitness activities and products. - [Guerrilla Marketing Beer Ads](https://www.trendhunter.com/trends/heineken-ad): This Heineken Ad Makes Guys Choose Between Their Girlfriends & Soccer (Category: Marketing) Implication: Alcoholic beverage companies can utilize similar guerrilla marketing tactics to create immersive experiences and connect with consumers. - [Endearing Racecar Campaigns](https://www.trendhunter.com/trends/nascar-ad-from-ogilvy): The Nascar Ad from Ogilvy is Both Heartfelt and Cool (Category: Autos) Implication: Creative campaigns that showcase athletes and fans in an authentic, relatable and emotional manner can help sports brands to build loyalty, engagement and positive sentiment among… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)