5 February 2019

by Aayush Narang

8 Social Media campaign case studies that turn Heads & Spark engagement


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.

Table of Content:

  1. TCSW10K: #HopeRunsWithin
  2. National Geographic: Your Shot
  3. iHeartDogs: 0% Off
  4. User-Generated Content by MUJI
  5. Coca-Cola’s “Share a Coke”
  6. IKEA’s Virtual Reality Experience
  7. Shot With iPhone
  8. McDonald’s Question Time

A social media campaign should focus on 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 and set your social media engagement strategies accordingly.

ambassador fact

If you’re still on the fence concerning the benefits of a social media campaign, even after these statistics, the 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.

1. TCSW10K: #HopeRunsWithin

Recognised as the largest mass participation event in South India, Tata Consultancy Services World 10K is the only “World Athletics Gold Label 10 Km Race” in Asia. Every year, on the third Sunday of May, the entire city of Bengaluru comes together to countdown to its biggest gold standard athletic celebration.

However, the scene was different this year with the global health crisis looming large. A race towards saving lives is in progress and in the lead are the frontline workers who are risking their own lives to help people emerge victorious in the battle of this deadly virus.

The “#HopeRunsWithin” campaign was launched by TCSW10K with the aim to salute and support the frontline workers (doctors, nurses, armed forces, police officers, etc) for their unrelenting service.

On May 12 2020, a video announcing the launch of the campaign was posted across all platforms. Voiced by Indian sports commentator, Gautam Bhimani the video drew parallels between the current difficult times with the challenges we face while running a race. These were followed by CTA posts urging people to participate by working out as every minute of their workout will contribute to dedicating heartbeats for the COVID-19 heroes.


The social media campaign ended on 17th May, the original race day of the TCS World 10K.


Not only India, but the campaign saw participation across the globe. People from locations such as Germany and Michigan participated in the campaign. Joining the campaign were also influencers like Rahul Bose, Deepa Shalini Saraswati, and Tara Sharma. According to Social Samosa, here is the collective result of the campaign:

  • Heartbeats: 5.1M
  • Workout Minutes: 42,940
  • Impressions: 857K
  • Reach: 677K
  • Engagement: 25.1K
  • Video views: 231K
  • Web Pageviews: 2.3K

The campaign was also promoted largely by running groups such as Runxtreme, Runnin Roadies, and Pacemakers by encouraging group workouts on Zoom calls that helped raise a lot of heartbeats.

Also Read: 5 Brand campaigns that passed the creative test during COVID-19

2. National Geographic: Your Shot

Exemplary images and bold visuals are National Geographic’s strong suit. Apart from the relishing content published by Nat Geo’s staff on their Instagram, the company also has an exclusive photo community.

natgeo your shot

“Your Shot” is a photo community that offers photographers to get their work featured on Nat Geo’s digital and print platforms. All a person needs to do is sign-up through their website and submit their photos.

Each photo that you upload is reviewed by the company’s editors and other members of the community. If your shot gets voted the best, you will get it published in National Geographic’s monthly magazine and their digital page.

Once a week, the editors of Your Shot choose their favorite 12 images and feature them on their blog and social channels.

Why do we love it?

National Geographic is known for its exquisite photography. By following their page, people can learn so much about other cultures, nature, and other visual experiences of those around them that can escape one’s eyes.

Their Instagram posts often generate half a million likes and thousands of comments appraising the raw imagery and depth of the images. The Your Shot campaign is designed to spotlight foundational truths from around the world, like the natural beauty of a sunset or the motherly compassion exhibited by species of all kinds.

According to Comscore, user-generated content gets 28% higher engagement than standard company posts.

National Geographic seems exceptionally clever with their social media content. This UGC content initiative by Nat Geo holds enormous potential to capture the imagination through the ubiquity of social media crossing boundaries.

natgeo your shot campaign

3. 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.

The 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

iheartdogs 0% social media

Also read: Stay Ahead With These Logo Design Trends

4. 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 that was creative and interactive with its customers.

Muji social media Muji social media campaign

5. COCA-COLA’S “Share a Coke”

For years’ Coca-Cola has been putting out innovative marketing campaigns that establish an emotional connection with its 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.

Cocacola ad

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.

6. 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.

Ikea social media campaign

7. Shot With iPhone

Brand: Apple

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.


8. 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.

Mcdonalds social media campaign

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

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!

Aayush Narang

Aayush Narang is the founder of Spark Eighteen Lifestyle Pvt. Ltd. He is a startup evangelist, entrepreneur, business and tech enthusiast.
Aayush Narang

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