Social media marketing campaigns are nowadays very controversial. Nevertheless, almost all top brands in the world are using them in some way. Even if these campaigns aren’t easy to make and can sometimes go bad, they generally have the capacity of generating an important return on investments.
Dunkin’ Donuts – Keep it Coolatta Campaign
Along time, there have been numerous such campaigns that were really successful, like for instance, the ‘Dunkin’ Donuts – Keep it Coolatta’ campaign meant to promote the launching of their beverages. The whole thing was based on the Facebook fans of this drink that were asked to upload a photo of themselves with this beverage on the famous social network, which was then entered in a daily giveaway. Even if the campaign was relatively low-cost, it managed to build up the social network following and to increase the product and brand recognition, as masses of photos with this drink flew around the internet for a long time, and therefore encouraged people to purchase it.
This was one of the firs campaigns of this kind and encouraged the apparition of others, like for example the ‘Google – Parisian Love’ one. Through this campaign, Google did something uncharacteristic for search engines. In the break of the 44th Superbowl, it ran a television ad called ‘Parisian Love’ that demonstrated the multiple search-based features it had. Even if the campaign was based on a hypothetical person questioning whether to move to France in order to be with the loved one, it generated the rising of stocks instantly.
Dove – Dove Evolution Campaign
Among other interesting and successful social media marketing campaigns were the ones for Dove and Starbucks. The ‘Dove – Dove Evolution’ campaign was the first purpose-built video that made an impact on a marketing campaign for Dove Company. This video featured a model that was given a makeover and the photoshopped. The purpose of it all was to emphasize the way people’s perception about beauty was distorted. The video succeeded in acquiring over 11 million views on YouTube and it brought a lot of money to the company. It also inspired other videos which were then nominated for famous and important awards, like the Webby award or the Daytime Emmy. On the other hand, the ‘Starbucks – My Starbucks Idea’ campaign was a great example of crowd-sourcing high quality information with the purpose of developing their business. What was the greatest at this campaign wasn’t that it managed to acquire many business ideas for free, but that it also generated awareness concerning the brand and customer engagement, as well.
Evian – Roller Babies Campaign
Last, but not least, another impressive social media marketing campaigns includes ‘Evian – Roller Babies’. This was the most popular online ad ever created, as it got over 27 million views on YouTube and over 61 million across the web. This video inspired conversation and therefore managed to bring into discussion the Evian brand. Nonetheless, what was most interesting about it was that it hadn’t been seen on TV, but mostly over the internet, which made people think that maybe traditional media channels are starting to be replaced by more modern ones, like the internet.