These videos garner tens of millions of views across the site, Facebook and Instagram, helping to raise awareness for the BuzzFeed brand of content. The key to Tasty's success is in having quick, bite-size content that is also topical. You'll see recipes for Super Bowl parties, Mother's Day, Christmas parties, and all points in between.
It's been over 17 years since the genesis of this campaign , but its longevity is a testament to how well it resonates with Dove's audience. Though there have been some missteps along the way, the Real Beauty campaign shows no signs of slowing.
The magic to this campaign comes from finding a message that resonates. If you're trying to make a personal connection, using someone's name is a quick way to do it. This led to a buying spree and the infamous Coke logo being posted by users who found their names, or amusing combinations of other ones.
When a customer is buying your product, then sharing their purchase to everyone they know, that's the stuff of marketing dreams. With every new platform, the challenge is how best to use it. Vine's six-second limit on video forced users and brands alike to think differently about their approach.
The videos shared a variety of tips, from removing scratches in wood floors to chalk-painting a cutting board to give a kitchen staple a new lease on life. The campaign was a hit because it spoke directly to Vine's users. Everyone's in a race to see who can be the most creative in six seconds, this time it just happened to be a brand. Hipster-friendly eyeglasses from Warby Parker were a quick story of success on their own, but the company's home try-on program really helped it reach the next level.
Customers go to the Warby Parker site, pick out frames that they think they'll like. The frames are then packed into a box and sent to the customer so that they can try before they buy.
Warby needed to get the word out about its brand, and the home try-on program let them step directly into the homes of their customers.
The WarbyHomeTryOn hashtag ran rampant on Twitter and Instagram , with prospective buyers showing off their frames and soliciting feedback from their friends. Customers get social validation, and Warby gets free advertising. The snack food brand holds an online contest, allowing people to submit their flavor ideas. The winner takes home a cool million bucks, and the notoriety of having their idea moved into production. It's an annual exercise in brand awareness, and the notorious Internet trolling has become almost as much of a contest as the contest itself.
Old Spice needed to spice up an old brand. A series of quirky videos with Isaiah Mustafa started things in the right direction. But having him record video replies to Twitter inquiries, Yahoo Answers questions, and The crew spent the better part of a day quickly recording and uploading video replies with funny quips thrown in. Sometimes a brand's entire presence on a platform is a campaign unto itself.
Arby's on Twitter fits this bill perfectly. The restaurant mixes pop culture references with creative food art to create a product that is more than the sum of its parts. The goal here is just to get people talking about Arby's, and it's working. Every couple of days the restaurant puts out a new piece, which instantly gets retweeted, shared, and replied to en masse. One of the secrets to a good campaign is good timing. In honor of Mother's Day , Kraft removed its filter for a hilarious video that shows a mom just trying to do her best.
Published early in May, the video is rocketing its way to nearly 3 million views before the holiday arrives. Companies can fall into a trap of not seeing themselves the way that their customers do.
The self-deprecating jab at the end of the video lets customers know that Kraft understands why people buy it, and it's worth 2 minutes of your time. Late-night stalwart Denny's is another example of using Twitter as a campaign. Except it's not a campaign at all. It's more like Denny's handed the login information to a random but admittedly funny person and let them go nuts. There's only occasional capitalization, the tweets are meme-heavy, and one-liners are the forte.
The beauty of this type of language is that it resonates with the rest of us because it is the rest of us. Whoever is running the Denny's Twitter account has forsaken every golden rule and replaced them with another one: Talk like a human.
It's interesting when we see brands take a stand. The original ad , which aired in , raised some eyebrows A pared-down, second version came back in during the testosterone-fueled Super Bowl.
Within minutes, the LikeAGirl hashtag was trending on Twitter, with stories of strength from women around the world. The campaign was timely, topical, and capitalized on user-generated content to help spread its message. Newcastle has long been unrepentant about its quirky sense of humor — one of their neon bar signs literally says that it will look great in a basement some day — so it relied on just that to get itself Super Bowl attention. The beer brand put out the call for other brands who wanted to chip in for a Super Bowl ad.
They had over brands respond, and pared down the list to 37 who would actually make it into the commercial. BBDO, a Malaysian company, launched a very interesting campaign in The company distributed plastic bags with pictures of animals printed on it. They printed it so well that it gave the impression that the person was killing the animals while holding the bag.
The message was very simple that plastic bags kill sea life and other animals. WWF launched a social marketing campaign back in It was about reducing paper waste and how it impacts wildlife. So that people could make informed and right decisions in their everyday life. An organization in Arizona started a water conservation campaign back in to persuade people to use water wisely. Currently, it is running in approximately cities, towns, government institutions, and private companies.
After an in-depth study of social marketing with real-life examples, we have realized that social marketing works at a narrow level and focused only on one issue. Different companies and charity organizations focus on different issues of the individual. The purpose is to make smart choices for the benefit of the whole society. Table of Contents. Prev Article. Next Article. Social marketing is especially powerful when it involves a charitable donation element, because people want to make a difference in the world.
According to Nonprofits Source :. People are poised to make a difference with their wallets, and social marketing takes full advantage by illuminating worthy causes.
Make sure that this change is presented as enticingly as possible…this may include framing the opposite behavior as negative. Also, clarity is key. Then, figure out intuitive, feasible ways to fight these obstacles. For example, if your campaign is aimed at encouraging more exercise in your community, but safe outdoor spaces are minimal and indoor class costs are a barrier, consider offering free indoor fitness classes.
Place: Where do you want your audience to perform the desired behavior? How can you reach them in ways that make it easier to perform the behavior in that location and make that behavior more desirable than competing behaviors? Credit: Ads of the World. And how can you work to maximize your impact over time? Consider these tips and strategies for the best results. Survey your audience online, on the phone, or in print.
Writing some sort of slogan is a necessity for your own social marketing campaign. Imagery that surprises or shocks audiences can be a powerful motivator, especially if it illustrates the problem or shows the negative impact of undesirable behaviors. Choose your campaign medium carefully to maximize the force of your visuals. Also consider the visual below from Amnesty International, which places people face-to-face with a child soldier in their own environment.
It urgently triggers an impulse to help the child and stand against this human rights abuse. Credit: Goodvertising. Some of the most effective social marketing campaigns involve simple yet now-iconic symbols, such as the pink ribbon for breast cancer awareness.
Sometimes, that symbol is a character think Smokey Bear. After all, people with Down syndrome have the same needs as everyone else: the need to be accepted and included. The online video was paired with a notspecialneeds campaign on Facebook, Twitter, and Instagram, which also prompted visits to notspecialneeds.
Place: Online—the flagship video invites people to visit notspecialneeds. Just like everybody else. Credit: Digital Synopsis. Why we love it: This campaign appeals to strong emotions by placing the message on the undesirable habit —equating the act of using the bag to harming the turtles.
Organization: Help a Dane , an initiative aimed at increasing sun safety among Danish people on international holidays. This initiative is organized by the Danish Cancer Society. Promotion: Humorous video and social media campaign, starring children from Mallorca, a popular holiday destination among Danes. Price-Cutting: Danes usually get sunburned on holiday because the UV radiation that many Danes are exposed to in a week on popular holiday destinations equals the UV they are exposed to in six months while in their home country.
This spot brings much-needed attention to sun safety. Place: Online, via the video and an ongoing social media campaign. In addition to the video, the organization distributed sun safety kits to families with children who were flying out of Copenhagen Airport. Why we love it: Help a Small Dane addresses the sunburn problem with needed urgency, but uses well-placed humor that its Danish audience appreciates. The humorous nature of the campaign allows us to hold up a mirror to the Danes and show them how ridiculous it is to neglect sun protection.
Product: Reducing paper use, especially paper towel use; secondarily, increasing interest in WWF. Promotion: A paper towel dispenser that displays an image of South America, the home of the Amazon Rainforest. As more paper towels are used, the image of South America becomes less and less green, reflecting the direct correlation between excessive paper use and deforestation.
But unlike the plastic bag campaign, the message appears as, not after, someone makes a small choice that affects the environment. Why we love it: This is a classic case of meeting your audience right where they are—the audience can take a small action right away to help the Earth! Organization: Amnesty International.
Product: Illuminate human rights abuses happening across the world, and inspire the audience to assist Amnesty International in combating these abuses by visiting their website and either making a donation, signing a petition, or both. Abuses depicted included children forced to fight in wars, people bound, gagged, and beaten, and children living in abject poverty.
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