People on social media are
demanding, they want new and innovative campaigns from the companies they
follow. Hence, companies have to evolve and come up with new and interesting
marketing campaigns to woo the present and potential customers through social media.
Here’s a look at some
interesting international as well as Indian social media campaigns-
International
Celebrating Oreo’s 100th
birthday, the company created 100 days’ worth of unique images highlighting a
number of significant events. To kick start the event the company released a
picture of rainbow Oreo on 25th of June in honor of the LGBT rights.
Though it sparked a controversy, it was in Oreo’s best interest, generating
over 20k comments on Facebook page and attracting big media eyeballs which
included ABC News, The Chicago Tribune and Mashable etc.
Kern & Sohn Precision
Scales
Making it to the Twitter top
news, to the TED talk and reaching an astonishing audience of 355 million is a
Germany based precision scales company named Kern & Sohn Precision Scales.
How did they do it?

Gnomes are well-known for
globe-trotting. So Kern equipped one with a Kern Scale and packed him in a
flight case. Once people received the gnome, they happily escorted him to
landmarks for photos – they even sent him from one laboratory to another, from
the South Pole to the CERN particle collider.
‘DEWmocracy’ by Mountain Dew

Indian
Volkswagen LinkedIn Campaign

Volkswagen India participated in
the worldwide launch of Company Pages in November 2010, and soon thereafter
opened up their pages to allow LinkedIn members to post reviews and
recommendations of their car line in India including the New Beetle, Vento, and
Polo.
Recommendation Ads get people
talking
Next, Volkswagen launched a
series of Recommendation Ads encouraging more customers to join the
conversation. Each ad showcased endorsements of actual LinkedIn members, and
invited the community to recommend their favorite Volkswagen model. Volkswagen
used LinkedIn’s broad reach (100 million members worldwide, 9 million in India)
and precise targeting capabilities to connect with professionals who matched
the buyer profiles for their different models.
·
2,700 product recommendations in 30 days
·
2,300 new followers on VW India Company Page
·
960,000 viral updates about VW car model
Cadbury Dairy Milk
#ShubhAarambh League (IPL6)

Users created content on Twitter
and Facebook with the hashtag #ShubhAarambh. Also they shared others content
with the same hashtag. The rewards were daily gift hampers and a grand
championship winner.
Dove’s Secret Diaries
When HUL’s personal care brand
Dove, known for its promotional campaigns around every day women launched a
brand new product for hair fall – ‘the Dove hair fall rescue treatment’, it
built an extensive campaign with real women sharing their hair fall stories and
how the new product rescued them.
The company through its YouTube
channel started the campaign, with the home page designed as a diary which
talks about the product and encourages you to hear the personal experience from
the Dove bloggers themselves.
At the bottom of the home page
was a link to ‘Share the secret’ contest which will lead the participants to
Dove’s Facebook page where viewers were encouraged to share the secret with
product hampers to be won.
Was it any good?
‘Dove Secret Diaries’ is an
interesting campaign for a product launch. It manages to build ample
curiosity and moreover offers the product as the prize, thus completing the
cycle. Dove has always campaigned around real women and their stories and this
campaign was as real as real gets with people whom I know through micro
blogging site twitter participating and endorsing Dove.