The immediacy and reach of social media has changed the way businesses are now trying to communicate their brand to current and potential customers. Because social media is so accessible and inexpensive, it’s a no brainer for organisations to use it to implement social media marketing campaigns.
On average most companies now use at least three or more social media platforms such as Facebook, Twitter and GooglePlus so it only makes sense to advertise their brands and build relationships through those platforms. They’re all different and as their potential customers could be using a variety of them, the more active they are on not only the right ones, but if beneficial a number of different platforms, the better.
Social media can boost a brands reputation if they use each platform in the most effective way. There are certain platforms that specific audiences will use and this is something that should be considered straight away based on what the campaign is going to be. For instance, it wouldn’t be appropriate to use LinkedIn for campaigns where you are trying to promote a product as it won’t have half the impact as using Twitter would. Again, this is depending on the brand as Facebook may be considered a better prospect for a different brand.
If enough people are talking about a certain topic it can attract the attention of present and possible customers to engage with the brand. If people think a big global brand care about what they have to say then it is more likely that they are going to want to be involved with the brand and join in the buzz as they are appreciated for doing so. Here are a few examples that prove just what the right campaign can do…
One quite successful and highly visible hashtag campaign was Nike’s #MakeItCount. Nike released posts containing the hashtag across Pinterest, Twitter and Instagram, asking their fans to share how they planned to “Make it Count.” Not only did it encourage participation but it reached a wide audience due to its presence on multiple platforms.
Weight Watchers' #SimpleStart plan
Weight Watchers are obviously aware that New Year means new resolutions, and at the same time each year, their ad can be expected to appear on our TV screens. On social media, they are the top weight loss programme in the country, and understand the power of togetherness and supporting each and every member.
Whilst launching a new diet plan called #SimpleStart, they opened up a brand new way for members to connect with the brand. They let fans of the brand talk, which is just the way they want it. They managed to create a hashtag that members wanted to use and actively include, keep track of user’s posts and weight loss success through the specific hashtag, and understand directly from the source the dynamics of their fan base.
What they did best was let their members talk about how great the plan is, as they felt they were getting something back on a personal level. They informed members about the changes, offered webcasts and video chatted about the plan with celebrity promoters, without overhyping it.
It’s the classic case of everyone liking to be praised now and again and this is where they were clever as they showcased members' creative meals with pictures and highlighted only the positive. The hashtag #SimpleStart gave members the tools to share their weight loss success, which effectively doesn’t do the brand any harm at the same time. Win win. Happy customers, successful brand.
If there was ever a campaign you would want to go well then it’s this one. Whatever your personal opinion was, you can’t knock the success of #nomakeupselfie as a fundraising venture and when you think about the cause, there’s not much that can negatively be said about it.
The concept was simple. It involved female Facebook users taking a selfie with no makeup on then nominating other people to do it in return. That person would then also nominate people, and so on. Each person who took part ideally donated to Cancer Research and didn’t just think that posting a picture of them meant that they did their part. Although, just the recognition of the campaign alone would have done the charity no harm. However, people did donate with the charity receiving more than £8m in just a couple of weeks.
The campaign didn’t originally begin with Cancer Research - it was already happening on social media and Cancer Research just happened to take advantage of the activity as Facebook users began associating the selfies with the charity. Although it was primarily a Facebook initiative, it also had an impact on the now very popular Twitter, where Cancer Research picked up 15,000 followers in just 15 days.
Dove: Real women, real rewards
Dove's "Real Beauty Sketches" are uplifting promotional videos that gained record-breaking online interest, and now have more than 114 million views. It was intentionally the brand's efforts to spread their message worldwide. Dove uploaded the videos in 25 languages to 33 of its official YouTube channels, reaching customers in more than 110 countries.
The "Real Beauty Sketches" successfully underlined the shocking difference between how women view themselves and what others see, and highlights the reality of self-esteem issues. 54% percent of women worldwide confess to being their own worst critic and putting themselves down. The video features Gil Zamora, an FBI-trained forensic artist who draws a series of women who she can’t see, completing the sketches based on each woman's description of their appearance. Then Zamora creates drawings based on complete strangers' description of the exact same women. In most cases, the sketches based on the strangers' perspectives turned out to be not only more accurate, but more flattering also.
"Real Beauty Sketches" generated close to 3.8 million shares in its first month online, adding 15,000 new subscribers to Dove's YouTube channel over the following two months, which proves just how much women were affected by the campaign. As well as social platforms, the ad also appeared in print features, broadcast news and online discussions. The campaign took home the Cannes Lions International Festival of Creativity's highest honour, the Titanium Grand Prix.
(All words by Peju Akinade)
(All words by Peju Akinade)