Topics: Web Marketing
With a growing list of brands advertising on social media, standing out from the competition is harder than ever before. Because of this, creativity is key when planning a social media marketing campaign. It should come as no surprise that the most successful campaigns also rank among the most unique.
While some brands are risk-averse, others are doing their best to think outside the box when it comes to engaging target audiences. Here are some of our recent favorites.
- iHeartDogs: 0% Off Black Friday Campaign
Black Friday is the biggest shopping day of the year, with consumers expecting brands to offer product discounts. iHeartDogs, a company that sells dog treats and apparel and donates meals to dog shelters for every product sold, did the exact opposite by creating a campaign based around not offering a discount. Instead, the company decided to double the amount it would donate for every product sold between Black Friday and Giving Tuesday, with a campaign goal of donating 100,000 meals. What were the results of the campaign? Sales quadrupled that weekend, reaching over 500,000 people on Facebook alone, and more than 200,000 meals were donated.
- Lowes: #FixinSix
Rather than push products on social media, Lowes made a series of short videos using stop animation to showcase DIY projects made possible with the items found in its stores. Their creative spin on social advertising garnered Lowes priceless press via industry award nominations and coverage in Ad Age, Adweek, and Mashable. The Lowe’s #FixinSix campaign led to tens of thousands of views across social platforms and has made Lowes a must follow for DIYers.
- Burger King: Net Neutrality Campaign
In late 2017, the repealing of net neutrality was among the hottest topics in the country. Burger King capitalized on this historic event with an educational campaign that taught consumers about the importance of net neutrality by charging customers $26 to get their food faster. Those who opted not to pay the fee had to wait as long as 20 minutes to receive their order. This campaign was met with much press and captured the attention of thousands by shifting focus toward an event rather than a product.
- KFC: 11 Following Mystery
Campaigns don’t have to be overt to be effective. KFC utilized the “Following” section of their Twitter account to create an Easter egg that went unnoticed for nearly a month until Mike Edgette discovered that the brand was only following 11 people, all five Spice Girls and six men named Herb – symbolic of the 11 herbs and spices used to create the company’s iconic fried chicken. Mike Tweeted out his discovery, getting hundreds of thousands of likes and retweets. KFC jumped on this newfound attention by sending a painting to Mike of him and Colonel Sanders, which brought even more attention to the brand.
Social media is just that: social. As in any other social setting, you wouldn’t want to hear the same thing over and over. Offering a unique message in an engaging way has the power to draw thousands of eyes toward your brand. So, the next time you’re planning a social media marketing campaign, try standing out rather than fitting in.
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