Top 7 Social Media Campaigns

Take a look at our favorite social media campaigns and understand how they worked. They might even spark inspiration for your own business marketing efforts!

Airbnb: We Are Here Campaign

We Are Here: Miami. Participate in one of our new Airbnb Experiences "Eat Latin" with host Alejandra. #TripsOnAirbnb

Posted by Airbnb on Thursday, November 17, 2016

What was this about? This Facebook Live campaign was Airbnb’s way of showing potential customers just how much there is to do in cities around the world. The best part is they could experience it with their Airbnb host.

Why this worked? There has been a dramatic rise in video content on Facebook for the past couple of years. Especially live video. These in-depth tours take viewers above and beyond and show them the best experiences about the places they could visit.

Blendtec:  Will It Blend Campaign

Will it Blend? – Star Wars Edition

We sense a disturbance in the force.

Posted by Will it Blend? on Tuesday, November 24, 2015

What was this about? They capitalized on everyone’s curiosity of seeing random objects smashed into a pulp by a blender (especially Jar Jar Binks). Blendtec created a brilliant campaign to show off its high-powered blender by asking the question, “Will it blend?”

Why it worked? Thanks to Blendtec’s original idea, their Facebook video campaign drew in thousands of viewers. Their ability to blend (or attempt to blend) some of the most random objects around immediately draws your attention. It’s also led to multiple spin-offs of other companies trying similar feats.

Anthropologie: Open Call

What was it about? Anthropologie ran an Instagram campaign that encouraged users to enter the competition for a chance to model for the brand. Users had to post photos of themselves wearing Anthropologie clothes with the hashtag #AnthroOpenCall. One of their promotional posts included the following text: “Sure, you could attend one of our fall fashion shows, but wouldn’t it be more fun to be IN it? To find out how you (yes, you!) could be one of our models, head to the blog. #AnthroOpenCall

Why it worked? This campaign worked due to its’ competitive element and also the interesting and desirable reward. Anthropologie offered their audience a once in a lifetime chance to their target audience. They increased the awareness of their own brand by encouraging that audience to share photos of themselves wearing Anthropologie clothes, exposing their brand to potential new buyers. It also gave the participants excitement to further market the brand unknowingly (free advertising). 

Wealthsimple’s #InvestingForHumans

What was it about? The company interviewed ‘real’ people about money problems. And Wealth Simply avoided the cheap route on this. They hired the best, non-agency talent they could find. They used an award-winning filmmaker to get people to give their most honest, on-the-spot money stories. They used a backdrop of branded, plain-colour walls that, together, make a social media feed look like it was purposefully designed. Then, they disseminated those interviews across the web, and on TV.

Why it worked? These were not celebrity endorsements of Wealthsimple products. They were ordinary people talking about money. That’s it. Some of the interviewees were caught off guard, and that was perfect. The filmmaker captured emotions people had about their money, not technical explanations about investing. But you still get the message Wealthsimple is trying to send, without actually saying it:‘Don’t be foolish about your money. Start investing now. There’s no time to waste. Let’s not have this money problem again.’

Burger King’s take on net neutrality

What was it about? Burger King could have advertised a delicious Whopper by telling you how juicy it is. But instead, they sent a political message. Net neutrality was repealed in the USA in late 2017. Then, in early 2018, Burger King took it upon themselves to demonstrate what their brand is about: equality for all. To show how that relates to net neutrality, they disseminated a viral video on social media to explain the connection.

Why it worked? This is also an excellent example of capitalizing on a specific, historical event to catch customers’ attention. It will certainly make you think about Burger King every time net neutrality is brought up or discussed. It has a way of personalizing the affects of the issue and involving the heart of consumers. 

GE’s Balance the Equation Campagin

What was it about? GE announced they would work to fill 20,000 new STEM roles with female hires by the year 2020. If successful, GE would be the largest tech company in America to claim a 50:50 ratio of male-to-female employees working in technical entry-level positions. One of their most creative campaigns to date is their Balance the Equation campaign, featuring National Medal of Science in Engineering winner, Millie Dresselhaus. GE portrays Millie Dresselhaus as a superstar, with her face plastered on magazines and billboards. Millennials run up to her to take selfies. She’s got a line of dolls and even an emoji face.

Why it worked? It puts a positive spin on being famous for the right reasons by equating the fame a female scientist to the Kardashians. While there is no data quite yet on how many women GE has hired, the campaign should still be considered a success. Between GE’s #BalanceTheEquation hashtag and its GE-girls.com website, the company has secured thousands of retweets and comments, all while making inroads with younger girls who could one day become the STEM experts of tomorrow. 

Chiquita Banana’s Solar Eclipse

What was it about? In a moment of marketing brilliance, which was almost too bright to stare at directly, Chiquita took full credit for the 2017 solar eclipse, dubbing the sun’s crescent shape the Banana Sun. For three weeks, starting on August 7th, the company went straight up bananas, creating gifs, a website, and a massive glowing banana which they unveiled on August 20th near the Flatiron Building in NYC. 

Why it worked? Timing is everything when it comes to influential marketing campaigns. Chiquita that took advantage of the much anticipated solar eclipse which made its way across the U.S. on August 21st of last year. Thanks to the Banana Sun, Chiquita managed to garner thousands of new Twitter followers, hundreds of comments on its Banana Sun GIFs, and tens of thousands of retweets. At least two of the company’s solar eclipse videos were viewed over a million times. 

Content gathered from the following sites:

https://www.adherecreative.com/blog/top-10-influential-social-media-marketing-campaigns-of-2017

24 Creative Social Media Campaign Examples to Boost Your Inspiration

7 of the Best Social Media Campaigns (And What You Can Learn From Them)

5 Marketing Lessons from HBO’s Silicon Valley

(Warning: Spoilers)

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HBO’s Silicon Valley is a hilarious hit show that may, or may not, represent the real Silicon Valley. It just grabbed 11 nominations for the upcoming Emmy awards. It is no doubt great TV, however, within the show, there are real marketing lessons.

1) Be customer-centric not product-centric

Many innovators believe their products will sell themselves. A “build it and they will come” mind set. Most of the time this is not true.

Pied Piper created revolutionary compression software. However, it’s incredibly complex, hard to integrate, and all the work is behind the scenes and not visible to the consumer (Gourville, 2006).

2) Have Vision

Every company needs to be able to explain their product effectively and efficiently. It is important to provide an easily understood picture of your brand and demonstrate value to the customer (Gupta, 2014).

Throughout the series Pied Piper and Hoolie have trouble articulating the product to anyone who is not an engineer. They don’t have a good vision for the product they want to create, just the technical background specs.

3) Have a targeted marketing strategy

Michael Porter defines strategy as: “the creation of a unique and valuable position, involving a different set of activities.” A good strategic position meets the needs of a targeted group of people.

Pied Piper doesn’t have a specific type of product offering, or demographic to sell to. Richard wants to serve all the needs of everyone. This is too broad, and is ultimately unsuccessful. Many of the problems they face with launching their company could be fixed with a targeted strategy (Porter, 1996).

4) Listen to Market Research

Unbiased, thorough, and strategic market research can help a firm segment their potential customers, and tailor their products to customer needs to create value (Dolan & John, 2015).

Pied Piper and Hoolie constantly believe their products are perfect. All of their market research (the little they do) tells them their products are too complicated, not user friendly, or not working properly, yet they don’t listen. Pied Piper sends their beta to only engineers, who love it, but the first few end customers that try it, are turned off.

5) Don’t Cheat

Just don’t.

 

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Work Cited:

Dolan, R., & John, L. (2015). Marketing Intelligence. Harvard Business Publishing.

Gourville, J. (2006). Note of Innovation Diffusion: Rogers’ Five Factors. Harvard Business School, 2.

Gupta, S. (2014). Creating Customer Value. Harvard Business Publishing.

Porter, M. (1996). What Is Strategy. Harvard Business Review.