When nearly half of social media users purchase an item after sharing it on their social media accounts, it’s no wonder marketing departments are pumping so much money and effort into harnessing the purchasing power of a great social media campaign. Here are some of the best (and worst) to give you some inspiration for your next social media marketing move.
Juventus – one of Italy’s oldest football clubs connected with fans in the modern of ways for a truly innovative social media campaign. Using a Facebook app, the club encouraged supporters from all over the world to submit a pre-match choreography for the seated fans to perform live on TV. A very impressive 3,000 choreographies were submitted, and tweets using the hashtag #LoveJu were displayed on a big screen in the stadium before the match as well.
Land Rover – it’s easy to sell an adventure when the sun is shining, but on a cold, damp, very wet winter’s day? Well that’s what the team at Land Rover decided to do with their #Hibernot campaign. Land Rover drivers have been encouraged to post their winter activities onto the Hibernot website. Supported by traditional tv ads, and some celebrity blogs on the site, this is an innovative way to tap into the rugged culture of Land Rover drivers.
Chili’s Grill and Bar – has nearly 4 million likes on Facebook where they encourage customers to leave reviews of their visits and follow-up on those reviews. One customer told the company how much she loved two servers at her local diner. The company blogged about the review, and also pictured the two servers receiving a gift card from Chili’s as a thank you from the company.
The company is all about local community and, although it is quite low key, this type of interaction gives a large international company (that has outlets in London, Dubai, Melbourne, and of course all over America) a friendlier online face to its local customers.
Blendtec – one of the oldest social media success stories, that still resonates strongly today. Blendtec hit all the right buttons with its ‘Will It Blend’ series of videos. Not only did their sales increase by a reported 700 per cent, they were featured on prime time television shows and major new outlets. The idea was to video lots of different objects being blended, the more outrageous the better. A simple concept that appealed to millions of YouTube viewers because the company wasn’t being slick, just having fun with their product.
Reiss – sitting at the more expensive end of the high street fashion, Reiss garnered a little over 100 entries into its Pinterest competition. The prize was £1,000 to spend in one of its stores. Considering the 3,000 entries Juventus received, Reiss failed to hit the sweet spot in a choice of medium that should have done well for them – Pinterest is predominantly female and very image focussed.
Ragu – A classic social media failure from this sauce company. They created a series of videos to encourage Dad’s to cook more. Unfortunately, the videos were of wives complaining about their husband’s not cooking – which rankled the bloggers Ragu targeted to promote their videos. Although there was some social media chatter about the videos, it was predominantly negative. The lesson learnt here was not to annoy the very people you want to engage.