Over the last few years, brands and ad agencies alike have wowed audiences with creative, interactive social media campaigns.
While we’ve seen them all, been taken in by their disruptive ideas, few of us have tried to analyze and emulate them for increased exposure on our social media accounts.
The following are descriptions and takeaways of social media campaigns that I’ve found to be brilliant.
A result of a mad partnership between Reese’s and the NCAA (National Collegiate Athletic Association), the #MarchMadness social media campaign has achieved commendable traction.
Reese’s beautifully connected their brand with the celebratory mayhem by curating a collection of stunning visuals for social media.
With excellently written copy, that struck an emotional chord with social users, the campaign was a real success.
What they got right: The visuals and copy created by Reese’s captured the tone of #MarchMadness very well. Excitement while it ran and nostalgia when it ended. Emotional sells are powerful. The tone you set with your content will resonate in your audience’s response.
The Advanced Marketing Institute houses a tool to calculate the emotional value of a headline, you could use that tool to test your campaign phrase.
2. State Bicycle Company
State bicycle company works hard at interacting with their audience through contests, live videos and custom descriptions for each blog post they publish.
All descriptions acknowledge the concepts discussed from the audience’s point of view and they sometimes post photographs taken by their customers.
Take a look at this company’s Facebook page. Every month, this brand has at least 80 pieces of content out on their Facebook page.
Of their most popular activities is the weekly photo challenge that urges followers to send in photographs related to that week’s theme.
What they got right: Unless you’re consistent, you won’t organically draw a large enough audience to run an active social media contest. If you can’t produce content like this company does, you could curate excellent content with a content curation app like DrumUp or news aggregator like Feedly. Remember to keep your page busy and relevant to build a great social media audience.
The #EarthHourUK campaign disrupted the typical format by taking social media outside. Conducted by the WWF, this campaign displayed the organization’s social media feed live on large screens at London Underground Stations to prompt passengers to express their support for the cause.
Earth Hour brought out conversations and support and succeeded in catching the attention of large crowds and encouraging them to think about the issue connected to the campaign.
What they got right: Disruptive campaign ideas are a great idea when the investment justifies the means. If you’re a large corporation with a clear cut idea of what you want to create and express with your campaign, there’s nothing like it. Although small organizations could still implement disruption on a smaller scale, by changing the format of contests with the means available to them.
4. Bikini Luxe
BixiLuxe took the fundamental social concept of advocacy or recommendations and advanced their social media pages by leveraging it.
The swimwear company implemented an affiliate program, rewarding their employees with a discount of 15% for every sale coming out of their referrals for a 30 day period.
By requesting 30 of their employees to participate in helping promote their campaign, the company increased their engagement on Linkedin by 500% and on Facebook by 200% ().
The brand now boasts of over 250,000 followers on social media.
What they got right: If your employees and their social media connections fall in your target market, employee advocacy is the best way to go. Like Bikini Luxe, you could offer your employees a discount on the product for in exchange for referrals or sales.
5. Dove Real Beauty Sketches
Envisioned by content giants Ogilvy and Mathers, this campaign is a great source for inspiration.
Have you noticed how all editors and editorial/writing books everywhere echo the words: Show don’t tell?
That’s primary because a message is more powerful when it is realized instead of simply landing. Also, a concept is better when described rather than just stated.
To put it simply, tell your audience a story where they’re the hero, and they’ll really listen.
You know how most women are critical of their appearance? This campaign chose to show them that. Dove hired FBI sketch artists to sketch a face based on a few women describing themselves followed by descriptions of them by their friends and family.
The results clearly indicated that most women are overtly critical of their appearance. A gift like that is invaluable, and if you could give you audience that gift, you could bond with them on an emotional level.
What they got right: Show don’t tell, as powerfully as you can.
Have you come across a social media campaign that belongs on this list? Comment for an inclusion.