6 brands with standout social media strategies
Social media marketing is about finding your brand voice and how best to portray it to your audience. When done well, a compelling social media campaign has the power to engage consumers, encourage conversations and boost brand awareness.
This article will highlight six stand-out brands on social media and explore how you can apply similar techniques to your own marketing efforts.
1. Red Letter Days
Simply asking for shares and follows usually won’t work – most people aren’t fond of giving something for nothing in return. Actively prompting individuals to participate in a well-thought out social media campaign, however, will help to initiate more quality interactions, increase reach, and ultimately see more results.
Red Letter Days (RLD) did just this with their ‘Mum’s day off’ campaign, offering their Facebook and Twitter followers the chance to win various experience days. To enter, users simply had to post why their mum deserved a day off with the hashtag #MumsDayOff.
Not only did this achieve cross-channel engagement (on Twitter and Facebook) but RLD highlighted how important it is to support social media campaigns through other content. They published a last-minute gift guide on their blog in the run-up to the results announcement as a boost for the competition, implicitly suggesting the idea of a Red Letter Day experience as a Mother’s Day gift in itself.
Their current ‘Wishmas’ Christmas campaign seems to be taking a similar approach. On their site, you can play a short quiz to get a personalised wishlist based on their products. Every time you share your wish list, you have a chance to win. Not only is this another great example of cross-channel engagement, the quiz also requires that you submit your email address – driving leads and growing an audience.
Give it a try… use competitions based on relevant dates to drive engagement and generate leads.
2. Mr Clean
Here’s another example of a brand making the most of national occasions and events. More specifically in this (one hit wonder) campaign, Mr Clean combined the opportunity of the vast 2017 Super Bowl audience with a relatable romantic spin that capitalised on Valentine’s Day.
Although it was a TV commercial, the social media build-up formed the backbone of the campaign. Mr Clean used Twitter as a platform to post teaser trailer videos and gifs, turning a mundane product into something desirable and intriguing. They are not the only brand to focus their efforts on social – digital ad spend overtook TV ad spend in 2016.
The success of the social media impact can be clearly seen in the 11,700 mentions that were generated on Facebook, Twitter, and Instagram within just one minute of the advert going live. The YouTube video then kept up the momentum by racking up 33k shares and over 17,515,000 views.
Give it a try… post snippets on social media in the build-up to a big public event (and after!) to significantly increase engagement and reach.
Another American brand who made the most of the Super Bowl audience, this time back in 2013, is Oreo. 36% of the audience said that they would be consulting a ‘second screen’ while watching the sports event, something Oreo exploited with their infamous tweet following the incident of a floodlight failure. This is proof that sometimes simply capitalising on unexpected opportunities can be worth the risk of skipping internal checks and approval processes. The tweet took minutes to post and yet gained 10,000 retweets in one hour. To see such a large return on investment does, however, require a talented and trusted team, on social networking sites, ready to react.
Such quick thinking gained Oreo media coverage, even written about by The Huffington Post. The brand is still creating relevant and fresh content across their channels, encouraging organic shares using their originality and astuteness.
Give it a try… take a proactive approach to posting by reacting to events in real-time, to encourage engagement and shares.
A similarly quick-witted approach to starting conversations with consumers comes from British brand and smoothie maker, Innocent. They have realised that tapping into their audience’s typically British sense of humour, leads to more shares of their content.
Innocent’s Twitter account even exploits the infamously British trait of discussing the weather, with frequent ‘Weather Updates’ that use the tricky yet effective tactic of humour. As comedy is largely subjective, thorough audience knowledge is needed prior to posting, to ensure the messages are received in the way intended.
They certainly took full advantage of the recently increased wordcount on the platform, with the following tweet:
Despite being a blatant sales pitch, this Tweet’s playfulness makes it acceptable. Similar messages can be seen across their marketing, presenting a consistent tone of voice and product message. Using humour means in this way means Innocent are never seen to force their sales pitch down consumers’ throats, instead engaging and amusing their fans.
Give it a try… create tongue-in-cheek content that social users will want to consume.
5. Marc Jacobs
The concept of a ‘Tweet Shop’ was introduced by Marc Jacobs during New York Fashion Week in 2014. Despite the name, it incorporates the use of all platforms as ‘social currency’, allowing customers attending the event to receive perfume samples by simply tweeting or posting to Facebook or Instagram with the hashtag #MJDaisyChain.
Their fans are already active across social channels. As such, this not only nurtured existing followers but encouraged others to join in, increasing brand reach and engagement. While many businesses stick to targeting social media influencers, Marc Jacobs created a campaign acknowledging the impact of every social media user with word of mouth between friends and family – often considered one of the most effective forms of advertising, due to the increased level of trust. The shared images attracted attention while the customers were rewarded, portraying the brand in a positive light.
Give it a try… encourage social media users to share images of your brand with a specific hashtag.
Creating personalised campaigns can also work well, thanks to social media platforms offering a place to converse with consumers in real-time. Microsoft, for instance, launched an ad campaign in 2015 that promoted the personal assistant Cortana. Although not everyone agreed it was personal enough…
Chris took to Twitter to air his concerns. Rather than allowing this viral tweet to damage the campaign, Microsoft’s response improved the awareness of the campaign whilst further highlighting the product’s abilities. They not only tracked down and replaced the same billboard, but also took to Twitter to share their witty response…
This could have been a prime example of how social media can be damaging to a brand. Yet Microsoft turned a negative sentiment into a positive brand experience by using witty, two-way communication to own the message.
Give it a try… personalise campaigns to encourage conversation and increase exposure.
Most brands have at least one social media account, but it’s how these are used that determines the success of a campaign. A compelling social media account or project brings about unprecedented opportunities for boosting brand awareness and reach.
It’s no longer enough to expect a follow without first creating an account people will want to follow.
Creating campaigns that encourage participation is the best way to incorporate user-generated content marketing and see a return via engagement. The brands taking the lead, go above using social media as merely a marketing channel. Rather, they use the platform as an extension of their brand voice – offering a superior level of personalised customer service, improving customer experience.
Key takeaways to apply to your next social media campaign:
- Start conversations and personalise campaigns.
- Turn boring into entertaining.
- Be human and amusing.
- Engage with customers instead of pushing sales.
- Spark word-of-mouth marketing with incentives for talking about your brand.
- Remain relevant and relatable.
- Remember consistency is key.
- Always prioritise quality of content over quantity.
If you enjoyed this content, check out our article on Analysing social media demographics.