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
‘Daily Twist’ by
Oreo (My
favorite)
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?
Earth’s gravity actually
varies, so we weigh slightly more or less wherever you go. These fluctuations
wouldn’t register on typical scales, but Kern scales are capable of measuring
them. To showcase their competitive advantage which is the accuracy of the scale,
the company started an experiment-cum-Social media campaign to
demonstrated just how accurate the scales are by recording the gravitational
variation in their location and adding the data to the experiment website,
gnomeexperiment.com
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
In July 2009, Mountain
Dew launched its social media campaign ‘moniker DEWmocracy 2’ to find extreme
fans to help craft an all-new flavour for the brand. Fifty applicants were
selected to sample and record their reactions on seven experimental flavours.
The top three flavours were chosen and testers were organized into product
teams called Flavour Nations — one for each flavour. Each team was tasked with
the responsibility of naming its flavour, designing a label, selecting an
agency and supervising the marketing and advertising plans for flavour launch.
On April 19 2010, the three new flavours — Distortion, Typhoon and White Out —
hit retail shelves, at which point the teams were tasked with using their
social capital to solicit votes for their flavour. More than 2 million votes
later, White Out is now a permanent part of the Mountain Dew product line.
Mountain Dew wins social media gold in our eyes because the campaign is as
genuine as they.
Indian
Volkswagen LinkedIn Campaign
As Lutz Kothe, Head of Marketing
for VW India, say, “At Volkswagen, innovation is woven into everything we do.”
So in formulating their digital strategy, they looked beyond the obvious for
innovative ways to engage our audience. Knowing that for many people, their car
affects their professional life and their
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)
In a cricked frenzied
nation, Cadbury took advantage of the ongoing IPL6 by launching the
#ShubhAarambh League with the message ‘T20 ka #ShubhAarambh’, which was
promoted on the brand’s Facebook cover page in addition to print and TV.
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.
