We’ve all seen those commercials on social media and tv that makes you go, “aw, that’s so great,” but we’ve also seen ones that make you say, “you can’t be serious?” so that’s what we’ll dive into in this blog.
Some of my favourite content is always at Christmas. While that time of year can certainly be challenging, some companies try to push the true meaning of the holidays and that it isn’t always about buying stuff, but being with those you love or helping those who may be alone. WestJet is one of those companies.
Each year, they come out with a different “WestJet Christmas Miracle” from spur of the moment to giving to Fort MacMurray Strong when they were affected by the fires. The goal of this is to provide to those who need it most. From items they have on hand, airline tickets, donations and sponsors, they help families in need and various charities. 2020 was a horrendous year for so many, so while Christmas was different, they still gave. They posted on their social media platforms posting that this was indeed happening, and in came the donations. Aside from their Christmas content, they are incredibly active on their social media, even with the pandemic. They’re posting content from current deals, safety protocols and information about their travel insurance policies. While it may not seem like much, it’s getting people interacting with them, providing feedback.
Sticking with the Canadian theme, my next favourite company is Molson Canadian, and I don’t even drink beer!! I’ve always been a very proud and patriotic Canadian, so when I see their ads or posts on social media that are “Canadian-isms,” I almost get excited. They are big supporters of Canadian hockey and the Canadian Olympic team and will post numerous times a day that coordinates with whatever is going on at the time. They always seem to have the most incredible vintage pictures. For example, on their Facebook page, they posted a photo of Guy Carbonneau drinking beer out of the Stanley Cup after his team’s win in 1986, and while I’m a big hockey fan (just not his team at the time), that is something I did not know about! They also advertise their limited edition beers through their social media platforms as it gets more attention and is easier maintained. But without a doubt, I think my favourite thing they’ve done is their beer fridge campaigns. What started as a prank boosted their sales, completely changing their direction in marketing and even won them an award for outstanding effectiveness in business marketing.
If you haven’t heard of the beer fridge campaign, let me fill you in. In their original campaign, Molson brought a bright red beer fridge with a giant maple leaf on it and put it in various locations around Europe. Seems simple right? To open the refrigerator, you had to use a Canadian passport! The goal behind it is to make you proud of where you are from.
Now the one that made me swear someone was cutting onions nearby was the beer fridge that only opened when multiple languages were detected saying “I Am Canadian,” showing just how multicultural we are as a nation. As someone who is currently serving in the Canadian Armed Forces, I have served with people who have come from all over the world, but we all wear the same flag on our shoulders. It truly makes me proud to be Canadian. Check out the video here, and if your eyes start to sweat, I won’t judge you!`
Now that we’ve shown the good, sadly, we have to highlight the bad. It was a lot harder trying to find an organization that doesn’t have some social media presence, as it’s just the thing to have now. But I did ultimately find one; Marlboro Cigarettes. While I’m not a smoker, I didn’t think anything of it; however, they have chosen to avoid social media altogether. In 2014, the company was criticized for launching a campaign directed towards a younger audience and seeing how smoking isn’t the “cool” thing to do anymore, and people were displeased. Afterwards, they decided that there wasn’t enough of an upside to maintain social media. But, their parent company Philip Morris does have social media accounts that they use mainly to promote openings in the company or promote their charities.
So, with that I have to ask; if marketing in your industry is so regulated, is it worth having a social media prescense?