In modern era of technology Social Media is powerful platform for business to get customer and encourage the sale of their goods or services. According to The Harris Poll conducted in 2021, a significant number of consumers, 43%, used social media to discover new brands, while 36% used it to make purchases. For businesses to stand out in the competitive internet environment, where social media usage is still on the increase, and must use creative campaigns.
Examples of Social Media Campaigns
The year 2020 presented unique challenges as consumers were confined to their homes, necessitating brands to find new ways to engage with them online. Despite the obstacles, several brands rose to the occasion and created remarkable social media campaigns using various strategies. Let’s examine some of the notable 2021 cases in more detail.
- User-generated content (UGC): Apple’s “Shot on iPhone” Apple’s “Shot on iPhone” campaign tapped into the power of user-generated content. The promotion urged iPhone owners to submit their finest iPhone images which were subsequently shown on worldwide outdoor billboards and Apple’s social media platforms. By showcasing the incredible photos captured by real users, the campaign effectively highlighted the quality of the iPhone camera, generating a significant impact. To date, the campaign has amassed over 20 million posts on Instagram alone, demonstrating its ongoing success.
- Innovative engagement: Zoom’s Virtual Background As the world shifted to remote work in 2020, video conferencing platform Zoom quickly became a household name. To enhance the user experience, Zoom ran a creative campaign centered around virtual backgrounds. Users were encouraged to create and share fun and unique virtual backgrounds, transforming their video calls into engaging and entertaining experiences. Zoom’s dedicated landing page for contest entries and a separate Twitter account documenting the best backgrounds helped educate users about the feature and generated excitement for the platform.
- Aligning with core values: Starbucks’ #WhatsYourName Contrary to traditional advice of staying away from politics and strong opinions, recent data shows that consumers appreciate brands taking a stand on social and political issues. Starbucks’ #WhatsYourName campaign in the UK exemplified this approach. Inspired by transgender customers sharing their stories, Starbucks featured James, who was repeatedly deadnamed, in a video spot. By supporting gender-diverse kids and their families through a partnership with the nonprofit organization Mermaids, Starbucks demonstrated its commitment to inclusivity and successfully reflected its core values.
- Fun and engaging challenges: Pringles’ #PlayWithPringles Challenges have always captivated social media users, and the rise of TikTok in 2020 amplified their popularity. Pringles capitalized on this trend with its #PlayWithPringles campaign. Building upon existing TikTok content created by users, Pringles launched a challenge that encouraged people to get creative with their iconic cans. By collaborating with TikTok creators and leveraging the platform’s influencer culture, Pringles generated over a billion views across millions of videos, making it one of the most successful social media campaigns on TikTok.
- Engaging followers creatively: Getty Museum’s #GettyMuseumChallenge With museums closed to the public for extended periods in 2020, engaging followers and patrons became a priority. The Getty Museum seized the opportunity and launched the #GettyMuseumChallenge. They invited people to recreate famous artworks using everyday objects, sparking imaginative and entertaining responses from participants. The campaign not only received numerous submissions but also educated followers about featured art pieces, creating a meaningful connection between the museum and its audience.
- Emotional storytelling: Shedd Aquarium’s #WheresWellington and Google’s Loretta Emotional marketing holds immense power in captivating audiences. The Shedd Aquarium in Chicago, facing closure to the public, took its penguins on a virtual tour through the museum, delighting followers with the #WheresWellington campaign. The penguins’ adventures served as a source of joy and provided educational insights into different habitats and exhibits within the aquarium.
Google’s Loretta commercial showcased the emotional power of technology. The ad depicted an elderly gentleman using Google Assistant to reminisce about his late wife, evoking a range of emotions in viewers. The ad ranked highly in terms of eliciting emotional responses and outperformed average advertisements, leaving a lasting impact on audiences.
- Fresh perspectives: National Cowboy and Western Heritage Museum Incorporating fresh perspectives can bring a breath of authenticity to social media campaigns. When the National Cowboy and Western Heritage Museum’s marketing department faced challenges during remote work, they handed over the social media reins to their head of security, Tim Tiller. His off-the-cuff thoughts and photos of objects showcased a refreshing change from the filtered content usually associated with brands. This unexpected approach resonated with audiences, leading to a significant increase in the museum’s Twitter following.
- Personalized experiences: Spotify’s 2020 Wrapped Personalized data has become a vital aspect of the user experience, and Spotify leveraged this data to create an engaging year-end campaign called 2020 Wrapped. This personalized summary of users’ music listening habits, accompanied by shareable graphics and personalized playlists, provided a unique and interactive experience. By incorporating colorful visuals and surprising insights, Spotify successfully enhanced user engagement.
In conclusion, the examples above demonstrate the power of social media campaigns in capturing attention, fostering engagement, and aligning with consumers’ values. From user-generated content and creative challenges to emotional storytelling and fresh perspectives, brands have the opportunity to leave a lasting impression by leveraging the unique features of social media platforms.