Estimated reading time: 3 minutes
Social Media is (and will definitely remain for a long time) one of the best vehicles to get your voice or brand out there. Whether you’re selling a product, a service, or simply want to make a statement, a social media campaign can help you achieve your goals.
Today we’ll look at some of the best and most successful social media campaigns, we’ll look at their story, and attempt to understand why they were so successful.
DOVE – Real Beauty Sketches
Dove have been running an “Inner Beauty” social media campaign for quite some time now and this is one of their most talked about social experiments. Women were asked to come in and describe themselves to a man they’d never met. Unbeknownst to the women, the man was a forensic artist, hired by Dove to draw the faces of the women based on their own descriptions. After the sketch was done, another person would describe the woman the artist just drew, and he’d draw another version based on the second person’s description.
Of course, the video elicited a strong emotional response from viewers, both in favor and against. Luckily for Dove, both responses gained a lot of media attention, which propelled the video further onto people’s feeds and walls. The video was shared 3.74 million times.
Urban Hilton Weiner – Pay With a Selfie
— UrbanSelfie (@urbanselfie) December 16, 2013
In 2013, a small South African retailer launched a highly successful social media campaign. For one day only, Urban Hilton Weiner gave people the opportunity to get a $10 coupon by simply taking a selfie wearing their desired article of clothing from any Urban Degree store. The most retweeted selfie would then win a $1000 Urban Degree wardrobe.
It was simple and highly effective. The reason? People already take selfies all the time. So Urban Hilton Weiner seemed to be giving away something for nothing. Of course, we know that’s not true: a follow or a like is worth a lot when you’re running a social media campaign. But to the people taking selfies, it was free money for something they were already probably planning on doing anything.
Lay’s – Do Us a Flavor
What if I gave you the chance to win $1 million, and all you had to do was pick a new flavor of chips? Would you do it? Hell yes, you would!
That’s what Lay’s did in their extremely successful social media campaign of 2012. First, fans submitted their flavor ideas. Then, after manufacturing and testing 25 flavors, Lay’s posted the three finalists online and urged visitors to buy the new flavors and then vote their favorite either on Facebook or on Twitter. The creator of the winning product, Cheesy Garlic Bread, won $1 million.
With 3.8 million fan submissions in less than 3 months, we can safely say the campaign was a resounding success.
This worked because people simply enjoy being part of something big, and the opportunity to win that much money is something not many can pass on, considering it required so little investment on the person’s part.
It’s clear, in all 3 cases, that these social media campaigns were successful because they required so little from the person taking part in the campaign that they don’t have to think twice about it. A simple share, a click to vote, or taking a photo you were already going to take anyway, these actions require almost zero investment and that’s what makes them great. The moment you start asking too much from your followers is when you start to lose them.
Give your users something (an emotional reaction, or straight, hard cash) and ask for nothing in return that requires more effort than a view or a click. Asking them to give you money or more information than one click can provide… those things come later.