Good and bad social media marketing campaigns
I wanted to look into some good and bad social media campaigns so that I could see what works and what doesn't. This will help me to know what to do and what not to do when making my campaign.
I found this article that had some good and bad ones:
https://digital-matchbox.com/learn-best-worst-social-media-campaigns-ever/
The old spice guy Q&A
This is a well known social media marketing campaign from 2010, where they chose former NFL player Isaiah Mustafa to become the new 'face' of the company. He was named the 'Old Spice Guy' and was meant to embody the ideal man, whom would be using their product. He had just the right amount of weirdness, humour, and meme-worthy lines in their TV commercials for the generation to appreciate, the brand then took it a step further by encouraging their social media followers to come up with questions for him.
What they did good was they assigned a person to their brand, which made it so that people could relate with their brand more. Also they used someone who was quite real and not an unachievable person, this meant that people could laugh along with them and not see them as someone on a pedestal. Another thing they did well is that they included their
The colourful Oreo 'Daily Twist' campaign
For the brands 100th birthday, they decided to have a showcase of a new design for their cookies for the next 100 days. The first was a rainbow cookie, that was designed to express their support for gay pride. Due to this campaign the brand gained over 231 million impressions, experienced a 195% boost in Facebook engagement and was shared nearly 3 times as much as it normally is.
This was a successful campaign because they used a good cause, and made their brand fun, this helped people to think of them as more than this clinical brand, and made it more personable.
I found this article that had some good and bad ones:
https://digital-matchbox.com/learn-best-worst-social-media-campaigns-ever/
Good
The old spice guy Q&A
This is a well known social media marketing campaign from 2010, where they chose former NFL player Isaiah Mustafa to become the new 'face' of the company. He was named the 'Old Spice Guy' and was meant to embody the ideal man, whom would be using their product. He had just the right amount of weirdness, humour, and meme-worthy lines in their TV commercials for the generation to appreciate, the brand then took it a step further by encouraging their social media followers to come up with questions for him.
What they did good was they assigned a person to their brand, which made it so that people could relate with their brand more. Also they used someone who was quite real and not an unachievable person, this meant that people could laugh along with them and not see them as someone on a pedestal. Another thing they did well is that they included their
The colourful Oreo 'Daily Twist' campaign
For the brands 100th birthday, they decided to have a showcase of a new design for their cookies for the next 100 days. The first was a rainbow cookie, that was designed to express their support for gay pride. Due to this campaign the brand gained over 231 million impressions, experienced a 195% boost in Facebook engagement and was shared nearly 3 times as much as it normally is.
This was a successful campaign because they used a good cause, and made their brand fun, this helped people to think of them as more than this clinical brand, and made it more personable.
Bad
Epicurious's ill-advised Boston Marathon bombing tweet
When the Boston Marathon bombing happened, they saw an opportunity to express their condolences while still promoting their brand. The brand took to Twitter and posted what was meant to be an uplifting message. However, the tweet came off as opportunistic and insensitive.
What they did wrong is that they used a tragic event to promote their brand, which is just wrong, and made people not like the company.
Malaysia Air's 'Bucket List'
The airline business had suffered two major crashes, and decided that they would create a marketing campaign that reminded people of their mortality. They launched their 'Bucket list' campaign and instead of receiving tweets from people of what is on their bucket list, instead they got lots of complaints, until they had no other choice than to remove the campaign.
What they did wrong is created a campaign that was meant to solve some of their issues, without solving them internally first. They just created a campaign where people could complain instead of creating one where people could enjoy the brand and boost it.
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