New year, new marketing campaigns! But before we get started, we had a look back and rounded up some of the most noteworthy social campaigns we’ve seen in over the past 12 months:
January – #Hibernot
In January Land Rover launched its #Hibernot social campaign which centred around an online hub for winter trails, walks and activities up and down the UK. Visitors to the site were presented with over 80 Land Rover supported activities that were taking place in Britain during the winter months, and were encouraged to add to the bank by taking photos of their own outdoor adventures and posting them to the responsive site using the hashtag #Hibernot. The campaign champions the Land Rover being synonymous with family adventure and ran across all Land Rover’s social channels, pulling content onto Twitter, Instagram and Facebook. It’s a strong example of true engagement with communities important to the brand, utilising user-generated content to create buzz and encouraging others to use the hashtag to submit their own winter adventures, images and tips.
February – #IAMPORTER
To promote the launch of their new Porter print magazine, Net-A-Porter created an iOS app called ‘I am Porter’ which tapped into the craze for selfies by allowing users to take a photo of themselves or upload an existing favourite photo, add a cover line and PORTER masthead to transform themselves into the cover star! Users were encouraged to share their photo on social media sites Twitter and Instagram with the #IAMPORTER hashtag with a chance to win a £6000 shopping spree, which facilitated the viral nature of the campaign and according to Topsy generated around 2,800 mentions before the magazine launch.
March – #NoMakeUpSelfie
The accidental organic fundraising venture #nomakeupselfie campaign raised more than £2m for Cancer reasearch in just 48 hours, and more than £8m in 6 days through hundreds of thousands of donations from Facebook, Instagram and Twitter users sharing pictures of themselves without makeup and nominating a friend to do the same.
April – #TheSocialBookByPharrell
Pop superstar Pharrell enlisted the help of Tipp-Ex’s Hunter and Bear characters to help promote his new book, Inspiration. The story goes that the two characters have accidentally Tipp-Exed over all the words in Pharrell’s book ahead of the launch and to rectify the situation a site was set up to crowdsource the words so that the book could be rewritten in real time.
With the help of some hints, users were encouraged to correctly guess the hidden words and share their activity on social media, and those that were successful were then credited in the printed version.
A really creative campaign that made excellent use of the Hunter and Bear’s existing popularity on social to raise money for a good cause as revenues from the book will be used to help underprivileged children around the world.
May – A1 Sauce
Breaking away from its 50 year relationship with steak, A1 Original Steak Sauce changed it’s name back in May, becoming simply ‘A1 Original Sauce’. This ‘official split’ was marked with a brilliant and unexpected social media focused campaign that involved a video showing A1 changing its Facebook relationship status from ‘in a relationship with Steak’ in order to open itself to new relationships with other foods. The funny and very weird video is a great example of a brand engaging in social media in a totally unexpected way and is relatable to Facebook users everywhere.
June – Luis Suarez Biting Reactions
In the moments after Uruguay soccer player Luis Suarez apparently bit Italy’s Giorgio Chiellini at the end of a World Cup game, Twitter exploded with lots of consumer brands creating real-time tweets to jump on the comedic buzz!
July – ALS Ice Bucket Challenge
August – Marc Jacobs’ Tweet shop
Following on the heels of Kellogg’s and other pioneering brands, Marc Jacobs set up a pop up shop in London’s Covent Garden to promote the brand’s new fragrance, Daisy. Visitors were encourage to take photos of items and tweet about them using the hashtag #mjdaisychain for which they were rewarded with freebies such as perfume, key-rings and manicures in-store! The Pop up was a very effective way of generating PR and social buzz, and was such a success that even the Vivid Brand ladies made an appearance!
September – #LidlSurprises
A brilliant social hit by Lidl, that managed to mock one of its rivals while also promoting its own low, low prices. Less than 24 hours after Sainsbury’s was left red-faced when someone noticed that its staff had accidentally used an internal sales promo in a window display, Lidl had responded with an excellent poster in one of its own windows which caused an explosive reaction on Twitter.
October – Airbnb and Waterstones
This joint effort from Airbnb and Waterstones made great use of agile marketing after a Texan got locked in a London branch of Waterstones which he tweeted about and generated lots of social buzz. Airbnb jumped in on the hype and tweeted Waterstones to say it should host an in-store sleepover which inspired Waterstones to set up a competition using a pretend Airbnb listing and gave 20 lucky winners a nights stay at Waterstones! Nice save eh?!
November – #AWxHMreveal
In November H&M used Twitter to slowly unveil a new Alexander Wang range of clothing using the hashtag #AWxHMreveal, which when used sent the tweeter a personalised image. The personalised campaign was very effective and made users feel like they were getting something unique for using the hashtag rather than just a generic response. H&M also put a different spin on it by encouraging people to keep using the hashtag to reveal additional content such as further images and videos.
December – #MontyThePenguin
This years John Lewis ad predictably whipped viewers into a nostalgia-fuelled frenzy when they were introduced to Monty the Penguin and his lonely heart. The hunt to find Monty a mate was pushed via social media and the personalised Twitter account was already racking up an astonishing 3,500 followers in a matter of hours. Social media engagement for the Christmas mascot was high and in the first three hours following the ad, Hotwire analytics company measured 49,562 tweets regarding Monty, making #montythepenguin the top trending Twitter subject in the UK within 90 minutes of the ad’s launch!