Social media strategic campaigns tend to have a very short shelf life for a variety of reasons. However, some campaigns do stand out for better or worse. Here are a few examples of both and why they seem to have some traction.
Make-A-Wish & Disney Partnership
One social media strategic campaign that sticks out in my mind for 2016 is the “#ShareYourEars – Make-A-Wish Foundation & Disney.” It basically asked its audience to take a picture of themselves wearing Mickey Mouse ears and post them on Twitter and Instagram with the hashtag #ShareYourEars. Every picture posted unlocked some $5.00 from Disney towards the Make-A-Wish Foundation. The initial campaign had a ceiling of $1M but the response was so positive that Disney increased the ceiling to $2M.
I am a big fan of displaying user generated content (UGC). It is for a great cause, its cheap, it gets the audience involved and, in this case, it also helped with the sales of Disney products. Everybody wins!
West Jet – Mini Miracles
As part of its 12,000 mini-miracles campaign, West Jet turned to its employees to submit some 12,000 short videos of acts of kindness in a 24-hour period (e.g. December 9th, 2015). According to Jose Angelo Gallegos, this campaign generated approximately 400 media outlets in 214 countries with more than 2 billion media impressions.
Again, the onus was not on getting the upper echelons paying for huge marketing initiatives it was about getting the base involved. Sometimes getting the audience involved works, other times getting the employees may work just as well if not better.
In the Fall of 2016, Coca-Cola posted a photo of Russia as part of its social media strategic advertising plan. Only one problem: the map was outdated. Specifically, it did not show Kaliningrad as part of Russia. The result was a far cry cry from any Christmas cheer. Instead, Russian patriots posted images of them pouring Coca-Cola soft drinks in the toilet.
While images convey a whole ranging of meanings and save on ink space, it is crucial to get the right image for the right message. This was a “top-down” campaign which clearly put the responsibility on the upper echelons to get it right. This proved not to be the case for this specific image and the strategic campaign went sideways as a result.
These case studies show that, as with any social media strategic campaign, it is critical that all facets of the campaign be well researched and be able to achieve, if not exceed, its intended goals. In these specific cases, it is also worth mentioning that the participation of the widest base of people proved more effective than a “top-down” unidirectional approach by senior management.