There’s a a lot more that goes into a social media marketing campaign than just the typical huddling together in a brainstorm session, pitching brilliant ideas. It’s a process that involves developing and implementing those ideas into compelling and standout content to generate an audience for long-term success. In the heart of it, social media campaigns are disseminated onto one or multiple social media channels to:
- Build brand awareness
- Promote a service/product
- Create a sense of community
An effective way to roll out social media campaigns is to set up SMART objectives, that is: specific, measurable, achievable, realistic and timely. Let’s look at some iconic social media campaigns.
Social Media Campaigns That Rocked It
1. Airbnb #LiveThere
“Live there” was launched as a result of consumer research conducted by Airbnb which found that 86% of its users preferred the platform because they want to feel like a local when they travel. In an ingenious way, Airbnb created a message via a campaign that urges you to live like a local when visiting your dream destination, an experience on which Airbnb delivers through its listings of unique homes and ‘explore’ features.
The campaign video garnered millions of views on Facebook and produced a community-based collaboration on Instagram using the hashtag #livethere like the post below.
Airbnb - Instagram
2. Taco Bell
Snapchat is a millennial playground and Taco Bell knows how to make it work for them. The fast food giant launched a sponsored lens campaign that transformed a user’s head into a taco shell in celebration of Cinco de Mayo. According to Taco Bell’s senior manager of social strategy, Ryan Rimsnider, the lens took six weeks to create.
The result? The lens did remarkably well, drawing 224 million views in a day and breaking records for the most viewed filter on Snapchat to date.
Image Credit: AdWeek
3. Nusret Gökçe - #SaltBae
Some social media campaigns can be unintentional and still cause a buzz. Turkish chef Nusret Gökçe has a signature approach to slicing and salting meat and it turned him into an internet sensation with a single Instagram post. His unique seasoning skills gained massive attention with more than 2.4 million views and 8,700 comments within two days, not to mention the inspired parodies that came after.
Image Credit: The Social MS
4. @XboxUK #GearsOfWar4
When Xbox launched #GearsOfWar4, they turned to the enormous gaming community on Twitter to spearhead the discussion surrounding the game’s release. The creative campaign saw 700K mentions of the #GearsOfWar4 hashtag, a custom emoji, and a spot in Twitter’s First View for people across the UK.
Image Credit: Campaign Live
5. Pepsi Like Machine
Pepsi decided to rethink their sampling strategy and change it up from the traditional promo girls
handing out samples at an intersection. So Pepsi and TBWA Belgium teamed up to create the Pepsi Like Machine to build consumer engagement in a more innovative way. This social vending machine only accepts Facebook likes in exchange for a free Pepsi. It was first showcased at a Beyoncé concert in Atwerp and distributed an average of 3 samples per minute. Could this be the future of sampling?
Image Credit: The Shorty Awards