Now, we all know that social media is a powerful tool that can make or brake a company’s reputation in the blink of an eye. So its up to the company AND the marketing team to make sure they pull off an amazing campaign that does not offend many people.. and let’s face it, that is really hard to do on social media.
Here are the top 8 best and worst social media marketing campaigns of all time.
BEST:
1. COKE-A-COLA “SHARE A COKE”:
My absolute favourite campaign to date is Coke’s “#Share a coke” ad. This was a massive social media tactic that proved to be successful at the time… and still is. Coca-cola created the hashtag #shareacoke in a bid to increase sales during the summer of 2014. They even went as far as removing their branded logo off the cans and bottles and replacing it with names.
Coke-a-Cola also created a website where people could create and send virtual bottles, and then sharing them on Twitter, Facebook and Instagram with the infamous #shareacoke.
2. OREO’S SUPERBOWL AD:
Oreo is a great of example of how a company can take advantage of any opportunity, (if done properly). In 2013, during the Super Bowl, the game experienced a blackout, so with quick thinking from the Oreo marketing team, they immediately took to twitter to create an ad ” You can still dunk in the dark”.
This was such a good campaign, within minutes of posting that photo, it gained over 16,000 retweets and over 20,000 likes on Facebook.
In Oreo’s case, timing.. and social media was everything.
3. DOVE “REAL BEAUTY SKETCHES”:
What made the Dove “real beauty sketches” ad one of the best and most successful ads was that it promoted a positive message to their target audience- women.
The social media marketing team created this beautiful video, with the goal of increasing sales, what they probably didn’t expect was the fact that it would have been viewed on social media more than 114 million times, causing it go viral.
4. CANCER RESEARCH UK “#NOMAKEUPSELFIE”:
What I love about this campaign is the fact that it was so engaging with the public audience, and because it was so engaging, the campaign managed to achieve their goal of raising awareness to fight cancer.
All you had to do, was go onto social media, upload a photo of yourself without makeup and include the hashtag #nomakeupselfie and nominate a other people to do the same. How simple and effective is that? Even celebrities, like Kim Kardashian and Beyonce got on board for this.
And now for the epic failures of social media marketing.
WORST
5. MCDONALDS #MCDSTORIES”:
Okay, so McDonalds came out with a hashtag #McDStories, with the hopes of engaging with their customers and hearing of some amazing experiences, what they didn’t expect was the response consumers were going to give. Well, they did manage to engage with their customers, and they did hear… some type of experiences.
Unfortunately for McDonalds, what was meant to be a positive hashtag, turned into a negative one… and real fast. They received comments of all types that condoned the consumption of McDonalds and the negative effects it has once you eat it. This social media campaign was so bad, that it only last for 2 hours. However, if you still type in that hashtag, there are more stories to read.
6. EPICURIOUS:
Want to create an offensive ad? Then you may want to take a page out of Epicurious’ books. Here is a lesson on how NOT to use tragedies in social media marketing. In 2013, the morning after the Boston Marathon tragedy, Epicurious posted an image on Twitter promoting their cereal with the caption reading: “Boston, our hearts are with you. Here’s a bowl of breakfast energy we can all use to start today”. Epicurious, Seriously!?
7. K-MART:
Another example of how NOT to use a tragedy and product awareness in the same tweet. December 2012, K-Mart, posted a tweet that read: “Our thoughts and prayers are with the victims of this terrible tragedy. #prayfornewtown #CTShooting #Fab15toys” Okay, so the actual tweet wasn’t bad.. but don’t hashtag your fabulous toys in the same tweet, leave that for another tweet.
8. KENNETH COLE:
Here is a tip, don’t make light of a very serious situation. In 2011, during the protests in Egypt, Kenneth Cole updated a tweet “Millions are in uproar in #Cairo. Rumour is they heard our new Spring Collection is now available online” Seriously Kenneth Cole?
Let me know in the comments section, what your best and worst social media campaigns were.
Source:
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