Strategizing ideas and developing content for social media isn’t rocket science. Although a broad spectrum of marketers around the globe hasn’t been able to come to a conclusion about the perfect mix of content that proves to be a winner in every scenario. Your content will vary as per your brand and campaign needs and portrayal of the facts in a way where the consumer feels connected.
In today’s digital world, most of the businesses have their dedicated social media teams to leverage the tide in their favor, however, Webbiquity reports that many customers have reported bad experiences with social media marketing. Hence, as a business owner using social media to your advantage is critical, but you should also know how to maximize the impact of your social media campaigns in a positive way.
We have seen some interesting and unique social media campaigns in the near past. For starters, the use of videos and user generated content for storytelling has really picked up the pace. Here are a few social media campaigns from around the globe that made waves across various social media platforms- Facebook, Twitter, Instagram.
Dacia (a subsidiary of Renault) is one of Europe’s fastest growing car brands and is best known for their functional cars that offer amazing price-to-value ratios.
Their recent Facebook marketing campaign focused on market growth, generating more leads and building brand awareness.
As a part of their social media campaign, Dacia ran ads relating to their current production models and its various features. With an equal focus on both mobile and desktop users and taking past activity into account, a great deal of ad testing was done to optimize the ad influence depending on which stage their customers are in the buying cycle.
The results were astonishing, some of which include 45% reduction in the costs per lead, 27% increase in ad recall and 6% uplift in purchase intent.
West Jet Airlines Ltd. is a Canadian airline that began as a low-cost alternative to the country’s competing major airlines.
West Jet took an innovative approach of content marketing to create user-generated storytelling. The goal of the campaign was to encourage 12,000 West Jetters across the network to perform and submit (via social channels) 12,000 mini miracles (or random acts of kindness) over a span of 24 hour.
The ‘Mini Miracle’ campaign generated astonishing results. 31,793 mini miracles were submitted with 2 billion media impressions, exposure in 214 countries and earned media value of about $2,260,930.
Nest Cam, a product of Nest Labs, is an upgraded and rebranded security camera designed to look after your home and family even when you are away.
Marketing a security camera on social media can be tough, but Nest Cam got the right strategy and marketing idea to create curiosity amongst its target audience. The campaign was called #CaughtOnNestCam campaign.
Round the year, they asked consumers to send in video clips and snippets from their live streaming 24/7 cameras, which afterward they bundled together in a ‘best of’ videos featuring all the user shots and showcasing what the product is capable of but in a humorous way.
Social media viewers latched on to the videos which delivered 1.2 million views on YouTube and 3.1 million views on Facebook. Across social channels, the video garnered 1,200 shares and reached more than 4.5 million people.
Glu Mobile, Inc. is a developer and publisher of mobile games for smartphone and tablet devices. Founded in San Francisco, California, in 2001 as Sorrent, Glu has since taken up offices in a few countries. Glu offers products to multiple platforms including iOS, Android, Amazon, Windows Phone and Google Chrome.
As the idea was to increase the app subscribers for its game called Diner Dash 2016, they were aware of the fact that they will have to target a wider audience than their current demographics. The Instagram platform was chosen to test whether it would be useful to gather more users or not.
Glu teamed up with ReFUEL4 to utilize Instagram’s huge collection of foodies and gather more followers. Smart photo ads were created with imagery of Diner Dash food items from the game and displaying a real chef in the designs. Facebook’s Power Editor and Ads Manager were also utilized to target a specific audience of women aged 18 to 45yrs.
With a direct and clear CTA (Call to Action) on the posts, the results were good for the company, as it saw 39% increase in app installs and around 800,000 impressions throughout the campaign.
TVibes enables users to stream their videos securely and privately from their very own channel in the cloud. Users can share their broadcasts with family and friends, as well as discover and follow new video channels from around the world by using hashtags, location, or sending directly to a person.
The campaign’s objective was to establish loyal app users and promote their platform for mobile video storage. Once Facebook was integrated with TVibes app, it assisted the users to log in and explore the app in a lot easier way. Mobile app installs ads were optimized to target specific audience groups based on their reaction to video ads and other relevant audiences.
The campaign proved to be the most effective way to reach out to customers for TVibes, as it gathered 50% more app installs, 10% higher loyalty from Facebook-driven installs and 20% higher engagement from Facebook users.
Emirates is the largest airline in the Middle East, based in Dubai, UAE.
The airline is a subsidiary of The Emirates Group, which is wholly owned by the government of Dubai’s Investment Corporation of Dubai.
The primary goal of the campaign was to entice people to buy a 21k first class flight ticket or make people fly with Emirates, over other airlines.
Emirates marketing team kept an active social media account full of travel shots, in-flight experience, customer interactions and video snippets of various travel destinations. They incorporated influencers and bloggers to showcase their services and build a consumer persona.
In the TV commercial for Emirates, Jennifer Aniston is used as a symbol for the All-American passengers. Here, Emirates showcases the various cabins around the aircraft with its USPs, unlike normal airline ads showing flight staff walking around and smiling at the customers. The video received 6 million views and we feel that after watching it you too might also want to fly with Emirates!
The National Aeronautics and Space Administration (NASA) is an independent agency of the executive branch of the United States federal government responsible for the civilian space program, as well as aeronautics and aerospace research.
NASA’s mission #AYearInSpace began with Astronaut Scott Kelly and his Russian counterpart, Cosmonaut Mikhail Kornienko, leaving Earth to spend 1yr in the International Space Station. Though the mission was in action millions of miles away, still numerous followers were following the yearlong adventure. Astronaut Scott Kelly persistently posted various content on Facebook, Twitter, Instagram, also some Facebook live sessions while floating in zero gravity. NASA not only kept the viewers updated about latest news, but also gathered thousands of new followers. At the end of the mission, NASA managed to gather a lot of public awareness about science, the organization’s mission and future space explorations.
The world’s leading conservation organization, WWF works in 100 countries and is supported by more than one million members in the United States and close to 5 million globally. For 50 years, WWF has been known for its mission to stop planet degradation
As a part of the Earth Hour 2016 campaign, WWF teamed up with TINT and Exterior Media to launch an out of the home social activation campaign in the London Underground.
All the social media contents of WWF was populated using the hashtag – #EarthHourUK across various screens in the London Underground, asking viewers to show their support for Earth Hour and engage in different conversations around it.
The idea was so successful that, there were millions of views across social channels and the campaign saw participation from people across 178 countries and went on to become the biggest Earth Hour ever.
With numerous brands across the globe active on social media, we picked a few which created ripples in the lake of social media. The increasing importance of social media for businesses is evident. For most of us it’s temporary yet a powerful fad that must be taken advantage of while it’s still in spotlight. Out of 100, 99 businesses are active on social media and so should you.
Also read: Effective PR for Startups