The most successful brands of the 21st Century have utilized social media to make an impact. By looking at case studies in detail, you can draw lessons on organically growing a following. Get this right, and you’ll have an engaged customer base, likely to refer friends from their social media circle. That’s just free and effective advertising.
During the course of any given year, the average person spends 135 minutes a day scrolling through social media. It is due to this immense popularity of social media as a whole that brands are making a concerted effort to deliver powerful marketing campaigns. It has been estimated that as many as 78% of businesses employ teams of workers that work exclusively on social media branding and marketing according to the Altimeter Group, underlining the fact that social media is the most powerful form of digital influence. Over the past few years, we have seen some superb social media campaigns, such as the following, that will undoubtedly be remembered for their sheer brilliance and immense impact for many years to come.
Intuit’s Social Super Bowl Campaign
Although the Silicon Valley software giant has been around for more than 35 years, it launched its first corporate brand campaign in 2018. The campaign was cleverly created to reach a climax during last year’s Super Bowl. Intuit worked hand-in-hand with brand agency Phenomenon in creating an animated message that effectively humanizes the brand’s story.
The short film debuted on Facebook, Instagram, and YouTube with a 15-second broadcast and running during the Super Bowl LII. The social media module of the campaign even included a customized Snapchat filter that featured the Intuit Giant. The fact that Intuit’s ‘A Giant Story’ focuses on self-employed small business owners and entrepreneurs is no coincidence. The campaign was specifically created with freelancers and other self-employed individuals in mind in a bid to extend the brand’s reach even further.
Spotify’s New Year’s Resolution campaign ‘2018 Goals’
One of the most inspirational entrepreneurs in recent times is none other than the founder of Spotify, Daniel Ek who was turned down by Google when he was just 16 years old. Today Spotify and their creative marketing campaigns are known and loved the world over. If Spotify’s 2016 ‘It’s Been Weird’ campaign didn’t get the tongues wagging, their 2018 ‘New Year’s Resolution 2018 Goals’ campaign sure did. While, from their side at least, the Spotify campaign wasn’t social media-based, it sure garnered a lot of attention on social media.
The campaign revolved around placing billboards displaying quirky data points relating to the streaming tendencies of Spotify customers, around the country. By taking the brand to the streets instead of social media directly, it gave it a type of ‘hyperlocality’ according to Seth Farbman, CMO of Spotify. Of course, it wasn’t long before Facebook, Twitter, and Instagram were flooded with images of these billboards, making it a very effective, yet somewhat unintentional, social media campaign.
KFC’s 11 Herbs and Spices campaign
Back in the day, one of the greatest mysteries in the world was the Colonel’s secret KFC recipe. On 18 September 2017, however, KFC planted an Easter egg on their Twitter account that, in essence, gave away a large part of their secret. Twitter user @edgette22 was the first to notice that KFC follows exactly 11 accounts on twitter–the 5 Spice Girls and 5 guys called Herb. According to Freddie Powell, the creative director of KFC’s umbrella company Wieden+Kennedy, the marketing team planted the Easter egg a month prior to them being ousted. He was quoted as saying “Frankly, we weren’t sure if anybody was going to find it. Sometimes you just have to put stuff out into the universe and cross your fingers that the internet will work its magic.” The original Tweet uncovering the ‘secret’ was soon ‘favorited’ more than 700, 000 times and received in excess of 300,000 comments, indicating that even a very subtle social media campaign can turn out to be extremely successful.
Social media has become a very important part of any successful digital marketing campaign. With s many superb media campaigns being created, brands will have to work extra hard to ensure they remain competitive in their respective industries.
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