Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Ashley Tucciarone

#UniqueIsYou – Mukha Spa

Mukha Cosmetics is a fast growing makeup company whose goal is to increase recognition of their unique custom cosmetics line. We want to raise our brand awareness by 20% by the end of August 2016. Our main priorities are to offer superior quality products and deliver excellent customer satisfaction. To keep up with our competitors, it is essential for us to create a two-way conversation with our audience and increase consumer engagement. Mukha Cosmetics is currently established on Facebook, Instagram, and Twitter, but we are making a Pinterest presence in order for our campaign launch to be successful. Our users will engage with a variety of social media platforms, thus allowing us to reach the maximum amount of people.

Team Mukha from left — Madison Chelminski, Rachel, Sider, Ashley Tucciarone, Ciara Sebecke

Team Mukha from left — Madison Chelminski, Rachel, Sider, Ashley Tucciarone, Ciara Sebecke


Our campaign, #UniqueIsYou, will promote a custom color line and demonstrate that every individual in our audience is unique. We are showing our target consumer that Mukha Cosmetics can help every user love themselves by providing them a custom color that best suits them. The color we provide them will be based on a tweet that they send us describing their personality. This personal message will allow our consumers to love their own unique self, helps the company reach a maximum amount of consumers, and enables our audience to feel like they have our undivided attention.  We have planned out our strategies, organized a three month calendar, and we will use social media tactics to achieve our goals and objectives, and increase brand awareness for Mukha Cosmetics.

SeaWorld’s Social Media Campaign – Epic Fail

by Ashley Tucciarone

Some of the most vivid memories I can recall as a child involve visiting SeaWorld on summer weekends with my family. My favorite part was always getting to see the live shows they performed with the famous killer whale, Shamu. Unfortunately, SeaWorld has been under fire from several animal rights groups and the eye of the public since the popular documentary Blackfish aired in 2013. CNN’s video degraded the practices of SeaWorld and criticized their captivity of orcas. In March 2015, the company tried setting the record straight by addressing “false accusations” from activists who are against killer whales and other animals in zoological settings.

Image of 2 orca whales with the text: You Ask, We Answer

Sea World tries to promote their campaign by ensuring answers for the public

Blackfish tells the story of Tilikum, a performing orca whale that injured and killed several people while being encompassed at SeaWorld. The producer of the documentary gathered live footage and conducted interviews to determine Tilikum’s treatment in captivity, and to examine orca whales as a whole. The video claimed that the lifespan of captivated whales are cut short in comparison to whales living in the ocean. In response to the video and the public’s negative reaction, SeaWorld decided to launch a social media campaign for the sole purpose of re-establishing a positive image. SeaWorld spent millions of dollars on a campaign they called, #AskSeaWorld. Individuals were encouraged to tweet at SeaWorld using this hashtag and ask questions, and consumers were told SeaWorld would address any concerns.

Unfortunately, the campaign launch was not as successful as the theme park had hoped. Consumers began responding immediately with over 35,000 tweets in the first week. Although the hashtag did unravel rapidly, the campaign was not spread in a positive manner. Critics who did not agree with SeaWorld’s practices took this as an opportunity to attack, questioning when the park was going to shut down, and introducing welfare matters regarding animals. Some more recent tweets from the past few days include, “Can you explain the empty car park on Valentine’s Day? Are people turned off by captivity?” Another one stated, “Whales are so nice to see in the wild together, how do they search for food at your sea circus?” CNN quoted, “SeaWorld, it appears, has more outspoken enemies than friends on Twitter.” All of the negative comments have had an impact on the company’s stock; they are down 40% in the past year and are approximately 50% below they company’s all time high. At first, SeaWorld disregarded the misuse of the hashtag, however, after being criticized they responded with “Jacking hashtags is so 2014 #bewareoftrolls,” followed by “We are trying to answer your questions but we have a few thousand trolls and bots to weed through #askseaworld #smh.” Both of these responses are unprofessional and definitely did not help the company’s case; their social media campaign was an epic fail.

SeaWorld chose to promote their social media campaign on Twitter so that the public was able to converse directly with the company. However, this was an open gateway for critics and degraded the theme park more than Blackfish already had. The company made several mistakes and could have prevented a lot of the critiques they received. First, SeaWorld waited nearly two years to respond to the documentary, thus drawing attention back to the situation. Instead of addressing what critics were saying, SeaWorld automatically defended themselves which opened the doors for critics to argue. SeaWorld should have established a social media campaign promoting their theme park, demonstrating ways in which they could improve their practices, and creating new marketable ways to attract consumers.

Cronin, M. (2015, March 25). SeaWorld’s New Twitter Campaign Backfire In Most Spectacular Way. The Dodo. Retrieved from https://www.thedodo.com/ask-seaworld-twitter-1058989271.html

Grisham, L. (2015, March 25). ‘Ask SeaWorld’ ad campaign draws criticism. USA Today. Retrieved from http://www.usatoday.com/story/news/nation-now/2015/03/25/seaworld-killer-whales-ad-campaign/70422606/

Lobosco, K. (2015, March 27). ‘Ask SeaWorld’ marketing campaign backfires. CNN. Retrieved from http://money.cnn.com/2015/03/27/news/companies/ask-seaworld-twitter/

Lynch, M. (2015, March 27). SeaWorld tried to answer questions on Twitter, and it did not go well. Retrieved from http://mashable.com/2015/03/27/seaworld-twitter-questions/#Ue9C2bUVIuqV

Sola, K. (2015, March 27). #AskSeaWorld Twitter Campaign Pretty Much Goes How You’d Expect. Huffpost Green. Retrieved from http://www.huffingtonpost.com/2015/03/27/seaworld-twitter-fail_n_6950902.html

#LikeAGirl by Always

by Ashley Tucciarone

Do you believe the abilities of girls are limited by individuals in today’s society? Do you think the stereotypes of gender roles make women feel degraded in a society full of high expectations and judgment? #LikeAGirl by Always is a social media campaign that strives for high confidence and elevated faith for young teenage girls, during puberty and beyond. The first #LikeAGirl video was released in June 2014, and the campaign was so successful, that it is still currently active. The goal of Always is to spread the message that any girl, at any age, can be invincible and exceed the expectations that are set by society. Puberty is an awkward and tough stage in a teenager’s life; the purpose of Always is to be a support system both physically and emotionally for girls as they go through the transition from puberty into a young woman.

A young girl kicking down a box stating that women cannot be brave.

A participant in the #LikeAGirl video who is fighting against the notion that women, “can’t be brave”

#LikeAGirl received a lot of positive feedback when it was first shown, however, when it was played as a Superbowl ad shortly later, Always had finally made their mark. After the commercial aired on the Superbowl, women turned to Twitter to explain the things they do “like a girl” and how their gender does not stop them from being strong and confident. Shortly after, #LikeAGirl became a popular trend on Twitter. Twitter, compared to other social media sites allowed individuals to converse with Always and share their personal experiences.

The three minute video interviewed participants of various ages and genders, asking each to run “like a girl,” or “throw like a girl” and then examine how each individual interpreted the phrase. At first, the older interviewee’s mocked and made fun of the negative stereotypes associated with girls and sports. However, the younger interviewee’s still had open minds about this controversy. As the video continues, Always asks, “When did doing something like a girl become an insult?” A girls confidence plummets during puberty, and Always wants to change that. The video ends with an extremely confident young girl coming forward and explaining that she is proud to be a girl, and that “running like a girl” or “throwing like a girl” is acceptable if you are a girl. She stresses that young girls should be proud and confident of their gender. Always states, “Let’s make #LikeAGirl mean amazing things.”

The strategies Always used to conduct their social media campaign was well planned, smart, and clearly successful. Their campaign has touched millions of people, young girls specifically, across several different countries. If Always could improve their campaign, I would suggest they have a male give his opinion and final thoughts at the end of the video, just like they did with a female. Although the campaign specifically reaches out to girls, I think it would help more men to realize that “like a girl” can be extremely offensive to some people, and I think it would thus hit home for men as well.

#LikeAGirl by Always was a social win on several different levels. It has forever changed the way our society interprets the phrase “like a girl.” The video itself on YouTube received 85 million views from 150+ countries. Before viewing the video, only 19% of individuals from ages 16-24 had a positive outlook on the phrase “like a girl.” After watching the film, the percentage increased to 76%. Surprisingly, 2/3 men who watched the video claim they will think twice before using the phrase “like a girl” as an insult. Furthermore, this successful social media campaign won D&AD Pencils within eight different categories. Always had high hopes, large ambitions, and a strong purpose. They have created a positive connotation with the phrase “like a girl,” and they have forever made a lasting impact on the confidence level of young girls transforming into women.

Always. (2014). Our Epic Battle #LikeAGirl. Retrieved from http://always.com/en-us/about-us/our-epic-battle-like-a-girl

Always, Holler, and Leo Burnett Chicago. (2015). #LikeAGirl. Retrieved from http://www.dandad.org/en/case-study-always-likeagirl/.

Hexagon, C. (2016). Empowering Women Through Social Conversation [Examining Why Social Cause Campaigns Work]. Retrieved from http://www.crimsonhexagon.com/blog/marketing/examining-social-cause-campaigns-work/

Popken, B. (2014, June 30). Who says ‘like a girl’ is an insult? Not this empowering new ad. NBC News. Retrieved from http://www.today.com/money/who-says-girl-insult-not-empowering-new-ad-1D79870115

Vagianos, A, (2015, February 4). The Reaction To #LikeAGirl Is Exactly Why It’s So Important. Huffington Post. Retrieved from http://www.huffingtonpost.com/2015/02/03/why-like-a-girl-is-so-important_n_6598970.html