A social media campaign is a coordinated marketing effort to reinforce or assist with a business goal using one or more social media platforms. Campaigns differ from everyday social media efforts because of their increased focus, targeting and measurability.
A social media campaign should focus around a singular business goal, whether it’s on Facebook or Instagram.
Goals must be discrete and measurable. Before a campaign, obtain a baseline measure of your targeted metric so you can track changes and performance throughout the campaign and beyond. Goals are shaped by the means, the message and the target audience. Different demographics also have varying preferences for social media platforms, so pick the platform suited to your target audience.
According to We are social, 3.196 billion global social media users in 2018, equaling 42% penetration.
According to Ambassador, 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others.
If you’re still on the fence concerning the benefits of social media campaign, even after these statistics, following are eight great examples of effective use of content to reach out and expand an audience, and how and why these firms’ strategies worked.
iHEARTDOGS: 0% OFF
iHeartDogs is a company built on social good. Every time you buy one of their merchandise, they donate meals to dog shelters.
Platform used: Facebook
What iHeartDogs did?
Normally, firms need to encourage sales with discounts, particularly on Black Friday. But on Black Friday 2017, iHeartDogs embarked a social media campaign no one was expecting: 0% off! iHeartDogs ran ads telling Facebook followers they were giving them nothing for purchasing their products. But that didn’t stop the firm from quadrupling sales. Instead of a discount for their customers, their campaign promised to double donations from purchases remodeled that weekend (Black Friday to Giving Tuesday). Their campaign goal was to offer 100,000 meals to dogs in need—and they doubled it!
Links from the ads led to this page on their website, to elucidate the reason for their promotion.
- Quadrupled sales between Black Friday and Giving Tuesday
- Doubled goal expectations to give 100,000 meals (they donated 200,000)
- 500,000 people reached on Facebook alone
USER-GENERATED CONTENT BY MUJI
It’s no secret that user-generated content works.
Muji is a Japanese-based firm that sells tons of various items, including high-quality stationery products. They are a prime example of an unknown company employing a creative content-marketing strategy to grow their brand.
With their art contest, they were able to render the engagement and power of user-generated content. They allowed customers to use their pens to design great art pieces at home, and then upload them to Instagram using the #MUJIPENART hashtag. Then, fans would vote on their most-liked submissions to crown a winner. They ranked the submissions and gave credit to every designer based on communal votes. They started a polling and voting technique that allowed fans and followers to vote on the submissions that they liked:
In the end, they gave rewards to the top-rated content by fans:
They turned a rather mundane product sort of a pen into something that gave life and elegance to the brand. Instead of becoming just another pen-making company, they created a brand presence which was creative and interactive with its customers.
COCA-COLA’S “SHARE A COKE
For years’ Coca-Cola has been putting out innovative marketing campaigns that establish an emotional connection with their broad audience. But the particular campaign we are going to look at, that got its begin in Australia is 2011, is still going robust today.
The “Share a Coke” campaign provides every Coca-Cola lover the opportunity to personalize their drink. Individuals could personalize their own bottle with their name on the Coca-Cola website or look for their name (or a friend’s name) on a bottle at the gas station or supermarket. This campaign before long went viral as customers began posting pictures online with their personalized drinks.
While running this campaign, Coke personalized every bottle with a standard name, depending on the country.
The “Share a Coke” campaign touched on something vital for consumers – personalization. Not only could they search a bottle with their name on it, but they could grab one for a friend with his/her name on it. This tactic was an excellent way for the soft drink company to grab the eye of their audience and get them to make a purchase.
By asking individuals to share the product with someone they grasp, the campaign also worked to make an emotional connection with its consumers. Coca-Cola followed up the printed and social media campaigns with videos that flaunted friends getting along and sharing a Coke with their name on it. This strategy helps the brand transcend beyond just showing the worth of the product to showing how the product can bring individuals along.
HOOTSUITE’S GAME OF SOCIALS
Hootsuite is a social media management tool which enables you to manage all of your accounts from one place. Not specifically what you’d call fun and exciting topic, right?
Well, their marketing team had different ideas. And it started with this epic viral video:
“Game of Social Thrones” was a huge hit.
It did what every marketing campaign should do. It sparked emotion. If you’re a fanatical “Game Of Thrones” fan, it’s funny, timely and makes you want to holler, “Hey, dude! Have you seen this? By the way, what the heck is Hootsuite? Let’s check it out…” And, if you’ve never watched more than five minutes of the first episode, it conveys you this is an epic product that cares regarding its users — and, you know, more than just the hard sell.
IKEA’S VIRTUAL REALITY EXPERIENCE:
Content type: Interactive content/Virtual reality
Industry type: Retail
Why we love it: Virtual reality is definitely an upcoming platform for content experiences in both the digital and physical worlds. Ikea is obtaining a leg-up on the trend with this pilot program which allows shoppers with an HTC Vive-mounted headset to check however their favorite Swedish-named kitchen furnishings can be laid out and customized to suit their preferences. The developers conjointly enclosed a neat parent-friendly feature: Users can modify the height of the person walking through the virtual rooms, permitting them to look at potential remodeling projects from the eyes of a child.
SHOT WITH IPHONE
Content type: Multiplatform content
Industry type:Technology & Electronics
Why we love it: Apple scrutinized social media for outstanding photos taken with the iPhone, gathering shots from 77 individuals across 24 countries. The beautiful showpieces were then featured in an ongoing series of videos, TV spots, and outdoor ads, with little to link them to the brand, save for their tagline: Shot on iPhone. Despite the minimalist approach to content creation, the campaign was still able to tell complex and emotional stories — without actually saying a word.
MCDONALD’S QUESTION TIME
Ever puzzled what’s actually in a beef patty? You’re in luck. McDonald’s will tell you.
This content marketing strategy is changing public perceptions via honesty.
McDonald’s Canada chose to take on the challenge of answering customers’ questions: all of them.
Answering around 10,000 customer questions has a way of helping you build sturdy relationships. McDonald’s stepped out from behind the brand and shared the factual. And, people loved their transparency.
Joel Yashinsky, chief marketing officer for McDonald’s Canada said, “If you’ve got a good story to tell, tell it. But you have to do it in a way that’s authentic.”
This builds trust and belief. With this, you’ll be able to flip even the worst reputation on its head.
What You Can Learn:
Have superior customer service. Engage with the client on their terms, at their level
BURBERRY’S KISSES CAMPAIGN
Burberry is known for some of the most effective content marketing examples for a luxury consumer brand. But by far one of their most fascinating marketing campaigns was the Burberry Kisses. This campaign revolved around their line of beauty products and had a simple premise – you could send a virtual kiss to someone you know after virtually choosing a lipstick.
Burberry partnered with Google to supply image capturing technology through an app that enabled users to press their lips to the screen and capture their kiss. Then they may send that virtual kiss to another person located situated anywhere in the world. Using Google’s Street View and Google Places, the user could visualize the path that the kiss took to induce to its target
With the app, you could pick the color of your kiss and even redo your kiss if you didn’t like it the look of it.
The Burberry Kisses campaign was a fun and innovative concept that consumers took to. It captured their audience’s love of mobile technology and interactive experiences to supply a distinctive content marketing campaign. By appealing to the audience’s emotions and need to attach, they captured their target consumers’ attention, making sure that the Burberry brand would be in the back of their mind next time they wanted to purchase cosmetics.
Some of the firms mentioned here are well-known established brands, while others are newcomers. However, each of them apprehends the true value of great distinctive content to engage an audience and generate new leads. They do their best to induce to grasp their audience, and then produce content that individuals want to share and interact with, whether because it is useful, interesting, humorous, or newsworthy, or just because it tells a personal story that readers hitch with.
Get inspired by these examples and master from their success stories to skyrocket your own social media marketing efforts and set yourself ahead of your competition.
Looking for an effective social media campaign for your brand? Get in touch with us today!