Social Media Campaigns That Transformed Brands
Marketing strategies come in all shapes and sizes and need to be tailored to meet the scale and specific market of particular brands.
However, nearly all campaigns that are not created purely by accident are built on seven core principles:
- Realistic framework for how success looks
- Appropriate Key Performance Indicators
- Effective funnel from outreach, to conversion, to closing to retention
- Creative, effective content that tells your story
- Flexible strategy
- Evergreen content that can form the basis of other campaigns
- Clear direction from start to finish
The best way to see how these strategies work in action is to look at some of the most effective campaigns that have been built on these principles.
Like A Girl
Always’ #LikeAGirl campaign, launched in 2014, is a brilliant example of the ways brands can transform by being part of a mission or a cause they truly believe in.
Whilst the template can be seen in part in Dove’s highly influential pre-social media Campaign for Real Beauty, Like A Girl was about smashing a particularly pernicious stereotype with a highly sharable message that was very quickly picked up.
The strategy evolved from there, emphasising a brand built around empowerment.
Share A Coke
Coca-Cola is no stranger to both good and bad campaigns.
From trying to sell tap water in the UK, to spring-loaded cans of money and foul-smelling liquid, to gendering sugar-free drinks and the multipartite failure of New Coke, the Coca-Cola Company have made some bizarre decisions, but they also have made some truly amazing ones.
In 2011, Coca-Cola created the Share a Coke campaign, where they would replace the logo with common names in a given country was a gigantic hit and turned around Coke’s then-dwindling market share.
Social media was the reason for this; people hunted down bottles with their name or a friend’s name on them, took a picture and shared it with friends. It changed not only Coke’s marketing but marketing in general, emphasising the importance of personalisation.
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