By now, most business owners know that it’ll do their business good to not only maintain a certain level of social presence, but actively seek out quality engagement from their followers.
A great way to go about this is to create a social media campaign. Don’t let the term scare you – there are many different ways to go about creating a successful one. It’s always best to first start with a bit of research, so we’ve done some of the work for you and compiled seven of the more successful campaigns that were recently launched. So whether you and your business are new on the social media scene, or are seasoned veterans, there’s no denying these 7 brilliant campaigns can teach us all a thing or two.
Unless you’ve been trapped in an internetless cave for the last few weeks, chances are you’ve seen a video of someone dumping a bucket of ice water on their head. This ridiculously refreshing sensation broke the viral mold by raising awareness for a great cause! The ALS Association’s brilliant fundraising campaign combines many facets that simply makes people want to rise up to the challenge. The rules are as follows: you need to be nominated by someone – once this has been done you have 24 hours to either donate $100 to the ALS Association or dump a bucket of ice cold water on top of your head. Thankfully many people decided to donate & dump! The campaign is still live and does not show signs of slowing down. So far, over $15,000,000 has been raised in the name of Lou Gehrig’s Disease (ALS) with participants ranging from your coworker to Bill Gates.
Lesson: Don’t be affraid to dare your followers to do something bold. There’s a lot of people out there who will not only rise to the challenge, but will have fun doing it! Just make sure to err on the side of caution and don’t ask anyone to do something that can be in any way dangerous. Lawsuits generally do not make for a successful campaign.
Recently, Miller Beer launched the #ItsMillerTime campaign (and much the delight of Miller-drinking fans, too). All they did was ask people to tweet a photo of themselves enjoying a moment with their beer, and use the campaign hashtag #ItsMillerTime. The reward? In their own words: “We’ll show America. Cheers.” Short, sweet, and to the point – people happily took part in the campaign and a new commercial was born. Out of over 180,000 submissions, 7 were chosen to be used in the TV ad.
Lesson: Putting the spotlight on your customers and fans is always recipe for a pleasant outcome. It’s a great way to show appreciation for those who support your business and it also shows other potential customers that you’re worthy of having fans. Just make sure it’s easy for them on their part – steer clear of anything too complicated or time consuming.
This campaign got so much attention, Newcastle Brown Ale felt the need to have some fun (at Miller’s expense) and launch it’s own version of the campaign:
Lesson: Spoofs can be hilarious, and equally as exciting or even viral.
If American football isn’t your thing, let us catch you up to speed: during the 2013 Super Bowl XLVII there was a major power outage. The guys over at Oreo were quick to use the incident to their advantage, and did so in what may be the world’s best example of fantastic timing. They tweeted a very simple and very smart message: you don’t need electricity to enjoy an oreo cookie. The combo of timely, witty comedy and a trending topic made the tweet take off like wildfire and was retweeted over 15,000 times.
Lesson: Don’t let big events pass your business by – engage with your audience in real-time. You’ll get bonus points for having a sense of humor.
One of the more elaborate items on this list belongs to the Canadian airline WestJet. Before jetting off on their trip, WestJet flyers were playfully asked what santa could bring them for the holidays. Upon arriving at their destination, lucky WestJet flyers were greeted not by their luggage (which they received afterward) but by presents with their names on them. The WestJet team had made a mad dash to buy every item on their flyers’ ‘list’ and shocked their customers when they actually materialized. They then put it all into a heart-warming video that went viral in just two days. Watch the video – Christmas or not, it’ll put you in the holiday spirit.
Lesson: Find a way to surprise and delight your customers. It doesn’t have to be on nearly as big a scale, but you’ll find that it’s a great way to show a pleasant and unexpected side of your business.
This specific campaign will speak more to the non-profits out there, but it will speak volumes. WATERisLIFE so poignantly put things into perspective by making unrelatable 3rd world problems suddenly seem much more imaginable. In their video ‘Anthem’ they show people in impoverished countries saying common complaints like “I hate it when I tell them no pickles and they still give me pickles” – a problem that they have never faced. The end of the video puts the emphasis where it should be: so many people are without basic needs like clean water.
Lesson: If you have a non-profit or NGO, think about the extreme opposite of what it is you’re trying to achieve. Then, theoretically place that into the daily life of your target audience. Use some strong imagery that will help get the idea across and it’s bound to have a profound impact , or at the very least, it will help spread word of your cause.
Heinz somehow managed to make something as dull as baked beans into something exciting and fun. So how did they do it? When they came out with a new product of mixed baked beans, they used their Facebook page to start an engagement boosting campaign. They went with a contest called ‘Which Bean Are You?” that had people fill out some questions about their personality, and then paired them with their bean. Yes, you read that right. Sound absurd? That’s because it was – and it worked. By the end of the campaign, their reach was over 11 million.
Lesson: People like answering questions about themselves. Haven’t you ever bought a magazine just for the personality quiz? Engaging with your followers on this level is fun for all, and is bound to get you some great results.
And it’s not very serious. The UK Mobile company realized that items that people are enjoying and therefore sharing the most tend to be fun and humorous videos, usually with an animal in them. And so, they used the formula to their advantage and a Shetland pony star was born: Socks! If you watch the [adorable] video, you’ll see what they’re getting at at the end: the internet is a place where fun and the silly stuff matters.
Lesson: Have some fun with your campaign! Incorporating cute animals doesn’t hurt, either. Making people laugh will make them click, and chances are, it’ll keep them coming back for more.
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