We’re only halfway through the year; but, with the calibre higher than ever, we wanted to jump the gun and tell you all about 3 of the best social media campaigns of 2018 (the first half, at least).
Use these examples to inspire your next marketing campaign and make a splash on social media.
Here’s our pick of the best social media campaigns this year
We’ve scoured the online landscape and reckon these 3 have been among the best social media campaigns of 2018:
Personalisation and humour are becoming ever more important in marketing, and Swedish music streaming company Spotify combined these elements in style.
The company started by raiding its epic data collection to identify interesting trends sure to pique the interest of both customers and the general population.
Spotify used this data to span the void between the digital and physical worlds and create a hyper-granular campaign. It developed a series of posters styling themselves as ‘New Years’ Resolutions’, with funny taglines such as:
- “Be as loving as the person who put 48 Ed Sheeran songs on their ‘I Love Gingers’ playlist.”
- “Be as brutal as the 22,978 people who streamed ‘Ciao Adios’ the day of the Conservative Party Conference.”
- “Take a page from the 3,445 people who streamed the ‘Boozy Brunch’ playlist on a Wednesday this year.”
This campaign generated thousands of hits for the company. Pictures were shared by the masses (not just Spotify customers and fans), enabling the company to expand its presence into the digital sphere.
Remember, it’s not just the things you do online that can make an impact; your offline activities can, too. Let others spread the word by giving them something sharable!
2) Black Panther
Black Panther is one of just a handful of films to have generated more than $1bn worldwide. But, that might not have happened without its social media marketing campaign.
The film itself has been a relative hit with critics. However, as the first Marvel film to feature a black director (Ryan Coogler) and lead actor (Chadwick Boseman), the film took on an added significance.
To honour this, Marvel went to great lengths to align itself with current events and initiatives, such as Black History Month and the Black Lives Matter campaign.
Among the most memorable moments was the successful gofundme campaign that raised money for kids in Harlem to attend a screening. This, and other events, were then shared by participants, giving the campaign a real grassroots feel.
Did it work? Well, the film has become the most tweeted about of all time and scored a new record for first-day ticket sales.
So, think about the current initiatives/events your business could associate itself with. What trending topics are worthy of comment that could help explain your ethos, goals or values?
And, remember, often joining an existing conversation makes much more of an impact than trying to create your own.
Leveraging influencers can be tricky. But, get it right and you’ll reap the rewards.
Wrapping up our list of the best social media campaigns of 2018 is clothing retailer Mango, who used this technique expertly and saw the benefits.
The Mango campaign involves 20 fashion influencers. The company pays these influencers to choose items of clothing from its range, then post pictures of them wearing them on its Instagram feed.
This campaign smashed its initial goals, generating additional sales, increasing profitability and creating a buzz in a congested retail environment.
However, arguably the biggest effect of this campaign is the community it’s helped build. Search for the #MangoGirls hashtag on Instagram and you’ll be greeted by a mighty 37.5k posts. Despite having the influencers onside, a whopping 80% of these posts have come from real people.
Not only does this show how perfectly the company’s targeted its campaign, it gives Mango a massive and loyal customer base to draw on.
Many small businesses will struggle to hire an army of influencers. But, don’t forget, any third-party endorsement of your products or services will go a long way.
Encourage visitors and customers to provide user-generated content (UGC) and thank people when they tweet about your business. Devise clever strategies to drive more ratings, reviews, and recommendations.
Ultimately, people will always trust your customers more than they trust you – so, use their feedback to your advantage!
There you have it; our pick of the 3 best social media campaigns of 2018 (so far)!
Want more advice for running unforgettable social media campaigns? Sign up for our next ‘Embrace the Space’ social media masterclass. Taking place at the end of August, this session will give you a stack of ideas to try out in your next campaign.