Creating and delivering a killer social media campaign is all about thinking about your aims, audience and message. I am also a big believer in not trying to reinvent the wheel, but ‘borrowing with pride.’ So lets take a look back at some of the best social media campaigns of 2013 and you could tailor some of these hugely successful campaigns to develop your own approach to suit your brands aims and objectives.
- Three’s Dance Pony Dance
Three, the UK mobile network created a viral campaign. It started with a TV advert of a Shetland pony moon-walking. But what made this pony go viral was the accompanying hashtag #danceponydance. This was tweeted over 140,000 times in the first five days of the advert. A clever hashtag and cute pony propelled this brand into the limelight.
Clothing retail giant ASOS wanted to create early anticipation of their sale. They wanted to create the same hype that big brands achieve when customers camp outside a store waiting for the doors to open. They set up a series of live Twitter games where fans could win prizes in real time. Games included ‘Confessions of a Queue Jumper’ where users were rewarded for Tweeting or posting on Facebook what they would do to jump the ASOS queue. Every confession included the url asos.to/TheSale and the hashtag #ASOSsale.
The games ran for four hours, with more than 15,000 people taking part over Twitter. The campaign resulted in ASOS achieving its highest single revenue day ever.
- Dove’s Real Beauty Sketches
Currently the most watched video ad of all time, Dove’s Real Beauty Sketches has a moving message. The video shows a forensic artist meeting a series of women who are asked to describe how they look. He was unable to see them and prompted them to describe themselves from hair length to their most prominent features, so that he could sketch them.
Each woman was asked before the study to get to know one of the other participants. The forensic artist then asked each woman to describe the other’s face. Watch the video and see the surprising differences. But what made the video such a success? The ad evokes an emotional reaction and its self-esteem boosting message clearly resonates with its audience. Dove shared the video across multiple platforms.
- 4. #Firstworldproblems hashtag hijack
The hashtag #firstworldproblems hashtag is used by many to tweet about trivial life situations such as your hair straighteners breaking or complaining about not having heated leather seats in your car. Charity organisation Water is Life set out to hijack this hashtag and raise awareness about serious developing world issues.
Water is Life began the campaign by creating an anthem commercial that features Haitians reciting some of the tweets that included the #firstworldproblems hashtag. Check it out. It will make you think twice.
The campaign raised 1 million days’ worth of clean water.