It is important to include social media marketing campaigns in your digital marketing strategy. Given the prevalence of social media usage, it is necessary to have a social media presence in order to remain competitive. Additionally, it is important to note that a social media presence entails more than just a single post on one platform.
You can do it even if you are not a popular social media influencer.
Social Media Marketing Campaign
Using social media campaigns allows you to strategically advertise your products, services, and events on various social media platforms.
The process includes generating content (such as audio, video, images, captions, copy, etc.) that satisfies the needs and wants of your intended audience, allocating resources for social media administration, and actively interacting with followers.
Social media campaigns distinguish themselves from traditional marketing strategies by being typically time sensitive. The objective is to achieve significantly higher engagement within a shorter duration than the usual target.
Some KPIs to Consider
When considering the measurement of a successful social media campaign, there are several key performance indicators that can be monitored and evaluated.
- Engagement — indicates how well the campaign is reaching your target audience.
- Reach — gauges how many people have seen your campaign content.
- Conversions — indicate responses such as new subscribers or purchases.
By thinking step by step, rephrase the given text while keeping the same meaning. Do not add new information and do not remove any information provided. Utilizing a social media analytics platform allows you to monitor these KPIs and recognize patterns that could signify the effectiveness of certain aspects of your campaign and areas that require enhancement.
1. Apple
Since 2015, this yearly campaign has been launched, which encourages users to share their top photographs on social media platforms. A group of judges will then evaluate all the submissions and choose a limited number to showcase on billboards, at Apple retail stores, and online.
With every advancement in technology and introduction of newer iPhones, this social media strategy remains captivating by not only demonstrating the capabilities of the iPhone’s features but also illustrating the extent to which you can maximize the quality of its captured images.
Generating user-generated content is simple, and the motivator is exhilarating as you have the potential to exhibit a photograph or brief video that could be showcased on a billboard, reaching a large audience of thousands.
2. Planters
In 2020, the death of the beloved mascot of Planters snack foods led to a rather peculiar campaign. The company informed the public about the mascot’s demise and, as a tribute, initiated this campaign urging individuals to respond to the announcement using #RIPPeanut for an opportunity to win snacks.
The campaign was a success – it gained support from brands and popular users. The announcement received nearly 50,000 retweets, and the hashtag reached a million mentions on Twitter. This obituary spread widely, truly deserving to be called viral! Occasionally, it is the unusual concepts and dark humor that effectively propel campaigns like this to become viral.
3. Netflix
Netflix went to great lengths in its marketing campaign for the series Wednesday, as they designed an animated robot resembling “Thing” and allowed it to roam the streets of New York, provoking surprise among pedestrians and capturing their responses on camera.
After reaching over 10,000 views, the video went a step further and devised eccentric billboards and posters featuring images of “Thing” and memorable quotes from the main character, ultimately leading to its status as one of the most popular shows on Netflix.
With its relatable and catchy approach, the quirky and creative social marketing effectively entertained a wide target market through a niche series.
4. Cheetos
The app Cheetos’ Snap to Steal makes use of Snapchat to capture users’ attention. With this app, users can quickly snap photos and videos with filters and share them with friends. It proves to be an engaging and effective tool for promotional social media marketing.
Cheetos can effectively reach their desired audience through Snap to Steal, thereby targeting users who are likely to have an interest in their products. This enables the company to swiftly and effortlessly connect with a substantial and receptive target audience. Moreover, Cheetos can meticulously monitor the number of users who view their social media advertisements and the duration of their app activity, subsequently enhancing their social media marketing approach.
Cheetos aligned their simplicity with a quick and interactive strategy on a social platform where the desired target audience spends time.
5. Starbucks
Starbucks launched a campaign in 2018 in order to promote their dedication to sustainability and ethical sourcing. The campaign showcased videos emphasizing the beneficial environmental effects resulting from their coffee farm supplies.
Starbucks additionally demonstrated its waste-reduction endeavors by utilizing recyclable packaging. Patrons were prompted to employ their hashtag #StarbucksEnergy for sharing their experiences regarding deriving energy from Starbucks.
The text struck a chord with customers at an emotional level, emphasizing the company’s dedication to sustainability and ethical sourcing.
6. Airbnb
Airbnb launched a special social media campaign to assist the Ukrainians, aiming to boost tourism in the area. Additionally, this initiative led to the idea of allowing guests to virtually book an Airbnb as a way to provide financial assistance.
In addition to this, Airbnb decided to exempt Ukrainians from paying hosting and guest fees. Consequently, the number of Airbnb bookings in Ukraine skyrocketed, reaching a staggering 61,000 bookings within just two days and resulting in donations surpassing $2 million. The act of assisting others is highly appreciated by individuals, as it evokes positive feelings and is deemed ethically correct.
7. HBO
HBO forged a partnership with Digital Media Management (DMM) in order to promote House of the Dragon, the prequel to Game of Thrones. DMM took charge of managing the social channels for both the original Game of Thrones series and the new House of the Dragon show, with the aim of attracting both casual viewers and avid fans to delve into the glorious era of the “Targaryen” dynasty.
The combination of working with important influencers, along with captivating exclusive content from the cast and crew, behind-the-scenes footage, and interactive challenges for fans, created a successful formula.
House of the Dragon achieved the highest viewership for a premiere in HBO’s history, with nearly 10 million viewers, and was also ranked as the most socially talked-about episode according to Nielsen. The campaign employed an incredibly thorough and all-encompassing strategy.
8. Old Spice
If you have ever laughed at a clever Old Spice advertisement while scrolling through your social media feed, then you are familiar with the brand’s strength. It is remarkable that Old Spice, initially established as a women’s fragrance company, has successfully transformed itself and become a dominant force in the realm of social media, thanks to its unique and funny content.
By introducing unique social media advertisements like the memorable “The Man Your Man Could Smell Like” campaign, they have transformed their brand image and ignited numerous internet memes, leading to an unprecedented level of brand awareness.
By what means did they accomplish it?
Old Spice utilized the element of surprise and comedy by taking their audience by surprise with unexpected turns and hilarious material. Whether it was riding a horse in reverse or instantly appearing in various places within a single take, the brand consistently amazed viewers, causing every social media advertisement to become a sensation online.
The key takeaway from Old Spice’s success is that marketing can turn even a regular item like body wash into something intriguing and enjoyable, demonstrating that laughter is a powerful tool in marketing.
By teaching us to take risks, break from the norm, and use humor, the brand showed us how to create a social media campaign that is both memorable and engaging. The fun content generated a significant boost in brand awareness, followers, and customer engagement.
9. Nike
Nike’s #ChooseYourWinter campaign transformed their followers into influencers by harnessing the potential of user-generated content. They encouraged their followers to share their personal experiences of triumphing over the difficulties of exercising in cold weather.
The hashtag #ChooseYourWinter gained popularity on Instagram, serving as a call to action for embracing an active lifestyle despite the challenges posed by winter. Nike’s audience connected with this campaign due to its authenticity and relatability.
By featuring individuals who were genuinely experiencing and overcoming their own obstacles, the campaign became relatable and motivational. This, in turn, encouraged supporters to participate in the brand’s narrative, ultimately leading to greater engagement and loyalty.
By considering Nike’s successful campaign, what can be understood? To begin with, incorporating your followers into your brand story can be a powerful approach. Request them to share their product or service experiences. This not only fosters active participation but also provides a valuable collection of genuine content that can be disseminated.
Additionally, incorporating a catchy and relevant hashtag has the ability to unite and enhance the impact of your campaign’s message.
10. Tesla
Tesla is closely linked to its CEO, Elon Musk, who has an eccentric personality. Musk’s tweets and posts regularly grab attention and generate excitement for the brand, serving as a form of publicity that doesn’t rely on conventional advertising. This approach succeeds because of Musk’s genuine nature.
His posts frequently display humor, provoke thought, and cater to geek sensibilities, which is in line with Tesla’s brand image. It is important to acknowledge Musk’s use of social media as a means to directly engage with customers, establishing a level of transparency and connection that is often absent in other brands.
When considering how Musk uses social media, whether it be addressing customer issues or revealing the latest advancements in Tesla’s technology, his actions exemplify the brand’s identity, resulting in a relatable and thrilling experience. Reflecting on Tesla, what insights can be gathered? The foundation of your social media strategy should revolve around authenticity.
When it comes to connecting with others, individuals prefer genuine personas rather than impersonal companies. Therefore, it is important to let your brand’s unique personality stand out in your online posts. Take the time to interact with your followers, provide meaningful responses to their questions, and establish a sincere connection.
Your audience can form a lasting connection with your brand by establishing a unique personality that differentiates you from your competitors.
11. Coca-Cola
Coca-Cola’s ‘Share a Coke’ campaign revolutionized personalization by printing popular names on their bottles and cans. This brilliant move included encouraging people to share a coke with someone who has that name, be it a friend, family member, or loved one.
The emotional connection that this campaign created is what made it so successful, as people enthusiastically looked for their names and posted pictures of their personalized bottles on social media.
Each drink from Coca-Cola felt like a special, personalized gift by including their customers’ names on the product. Therefore, the lesson we learn from Coca-Cola’s success is that personalization has an immense potential as a tool in social media marketing.
By seeking innovative ways to personalize your product or service, you can create a unique and special experience that makes your customers feel valued and is likely to be shared on social media.
It is these small personal touches that can create a loyal and engaged community around your brand, so remember to think step by step.
12. Dove
Dove’s “Real Beauty Sketches” campaign serves as an excellent illustration of successful emotional marketing. Rather than simply advertising a product, this social media sensation ignited a worldwide discussion on beauty ideals.
The campaign utilized a forensic artist who created drawings of women in two ways: first, according to their self-descriptions, and second, according to a stranger’s viewpoint. The sketches that emerged emphasized the noticeable contrast between self-perception and how others perceive us, effectively conveying Dove’s message that every woman underestimates her own beauty.
By challenging societal norms and evoking introspection among viewers, this campaign generated considerable attention and prompted individuals to form a stronger emotional connection with the brand. The rise in Dove’s social media followers and the enhanced brand loyalty served as evident signs of its triumphant achievement.
