Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Social Win (page 1 of 7)

Marvelous Marketing surrounding “The Merc with a Mouth”

By Jasmine Grillmeier

In addition to being a big success at the box office, Deadpool’s marketing leading up to the February 12, 2016 release was a huge hit.

To introduce the world to Deadpool, the movie’s first marketing stunt revealed the outrageous anti-hero in his truest form. “The first on-camera appearance by Reynolds as Deadpool came during an April Fool’s interview on the entertainment show “Extra,” stated CNBC. “The spot ended with Deadpool knocking out host Mario Lopez after he insisted the movie couldn’t succeed with an R-rating.” (DiChristopher, 2016). Not surprisingly the video went viral, garnering more than 1 million views to date.

Other viral-friendly videos, promotions and messages were promoted throughout the nearly year-long campaign. The following image was the first message posted on both Facebook and Twitter on March 27, 2015, poking fun with a pop culture reference.

Deadpool movie promotion spoofs famous Burt Reynolds photo

Deadpool movie promotion spoofs famous Burt Reynolds photo

The campaign “went into overdrive in the week leading up to Christmas, beginning their so-called12 Days of Deadpool” with a daily series of viral-friendly marketing tidbits that led up to the reveal of the second theatrical trailer on Christmas Day” (Mendelson, 2016). Some of the content released included downloadable emojis, an “annotated” script page, and a spoof on Home Alone.

“The last six weeks or so [of the campaign] has followed suit, with Ryan Reynolds’s wise-cracking anti-hero taking the spotlight with (among other things) satirical posters selling the film as a romantic drama, public service announcements for testicular cancer and breast cancer, a Super Bowl ad for Hyundai featuring a deluge of Ryan Reynolds clones for female-gaze consumption” (Mendelson, 2016), showing the varying and obscure facets of the campaign. And that’s not all the efforts employed by the marketing team. As stated by Wired, the marketing team promoting Deadpool even created fake clickbait gags on Facebook such as, “43 Secrets the Internet Will Never Tell You About Kittens” (Ellis, 2016).

This campaign was clearly a success after seeing Deadpool’s record-breaking numbers. As stated by Forbes,Deadpool just scored the biggest R-rated opening weekend all time. With a $132.7 million Friday-to-Sunday frame. […] It is the first R-rated opening to cross the $100m+ mark, the biggest February debut, the 8th-biggest non-summer debut of all time, and the 17th-biggest opening weekend in history” (Mendelson, 2016). The statistics before this opening were great as well. “In the weeks before it was released, the Internet conversation swirling around “Deadpool” was 98 percent positive, according to comScore’s PreAct” (DiChristopher, 2016). The online conversations were also large in number. “About two weeks before its release, “Deadpool” was regularly drumming up 10,000 to 20,000 tweets, running just behind “Star Wars: Episode VII — The Force Awakens,” according to BoxOffice.com” (DiChristopher, 2016).

So why was the social media campaign such a success? As said by Forbes, “The character’s offbeat, occasionally obnoxious, R-rated personality allowed Fox to have quite a bit of fun with marketing tropes, with viral-friendly videos and posters that were all-too-easy to share and comment upon via social media” (Mendelson, 2016). Furthermore it spread awareness. “This ‘no limits’ style of marketing is clearly generating a lot of social media buzz, with people who had no previous interest in the film admitting that they now can’t wait to see it” (Joseph, 2016). The lead actor, Ryan Reynolds, was also key in the campaign’s success. As confirmed by CNBC, “Since he joined Instagram last May, Reynolds has mostly dedicated his feed to “Deadpool” and its viral campaign” (DiChristopher, 2016).

As seen by the success of this cheeky and funny campaign, there isn’t anything I would improve upon. The marketers behind Deadpool created extremely shareable content that facilitated conversation among fans as well as many who had never heard of the anti-hero or the movie before, which in my book is an extremely smart #socialwin.



DiChristopher, T. (2016, February 14). Deadpool’s secret weapon: A viral social media campaign. CNBC. Retrieved from http://www.cnbc.com/2016/02/07/deadpools-secret-weapon-a-viral-social-media-campaign.html

Ellis, E. (2016, February 10). The Most Absurd Deadpool Marketing: From Tinder to Obscene Emoji. Wired. Retrieved from http://www.wired.com/2016/02/deadpool-marketing/

Extratv. (2015, April 1). Is ‘Deadpool’ going to be PG-13? Ryan Reynolds Weighs In [Video file]. Retrieved from https://www.youtube.com/watch?v=Z5TB0pKLj0Y

Joseph, S. (2016, February 10). How the Deadpool movie was overshadowed by its marketing. Retrieved from http://www.thedrum.com/news/2016/02/10/how-deadpool-movie-was-overshadowed-its-marketing

Mendelson, S. (2016, February 15). ‘Deadpool’ Box Office: It’s A Record-Crushing $300 Million Worldwide Weekend Debut. Forbes. Retrieved from http://www.forbes.com/sites/scottmendelson/2016/02/15/deadpool-box-office-its-a-record-crushing-132m-3-day150m-4-day-opening-weekend/#37c16bc46720

Mendelson, S. (2016, February 4). How the Viral ‘Deadpool’l Marketing Campaign Has Left the Movie Hidden. Forbes. Retrieved from http://www.forbes.com/sites/scottmendelson/2016/02/04/deadpool-marketing-hides-the-movie-with-social-media-friendly-content/#5a5a54715e70

The Daily Superhero. (2015, December 15). 12 Days of Deadpool Tracker – Updated Daily! Retrieved from http://www.dailysuperhero.com/2015/12/12-days-of-deadpool-tracker-updated.html

Straight Outta Somewhere: A #SocialWin

By: Jacob Paul

On August 5th, just 9 days before the national release of the award-winning blockbuster film “Straight Outta Compton,”  Dr. Dre’s headphone company, Beats Audio, launched the Straight Outta Somewhere Meme Generator.

Hosted at www.straightouttasomewhere.com, the meme generator allows users to create a meme with the iconic “Straight Outta Compton” logo by simply uploading a photo and typing in a word of their choice. Thought up and developed by three junior Beats employees, the “Straight Outta Somewhere” campaign became a huge sensation on social media sites in the days and weeks following its launch.

Photo of Straight Outta Compton Logo with Dre

Photo of Straight Outta Compton Logo with Dre.

In the weeks leading up to the August 14th release of the film, Beats Audio, in partnership with Apple, Universal Pictures, and Interscope, started promoting the film with some strategically placed ads. To start drumming up buzz a few days before the launch of the “Straight Outta Somewhere” website, they had the Straight Outta Compton label placed on the mat during a UFC title match. The Same day, Dr. Dre announced he’d be releasing Compton: A Soundtrack By Dr. Dre a week before the film.

Less than a day after the launch of the meme generator site, they played an ad for the Straight Outta Compton film during the first Republican debate. For Interscope Records, the sky was literally the limit when it came to promoting the film and Dre’s new album. On August 7th, 8th, and 10th, Interscope had advertisements for written in the sky with planes for all to see.

The “Straight Outta Somewhere” meme generator social media campaign was a huge success. Less than two weeks after its launch, www.straightouttasomewhere.com had over 7 million visitors and nearly 6 million downloads of the meme. It was also the number one trend two days in a on Twitter, Instagram, and Facebook with as many as 15,000 tweets and retweets per minute featuring the #straightoutta hashtag. Nearly 150,000 Instagram pics featuring the meme were posted within a few days.

The meme generator was used by millions of people for a large variety of purpose. For example, use of the meme became exceedingly popular in the sports world and was also used by many for comedic purposes. Many sports stars and celebrities posted their own memes made with the generator as well. Overall, the response to the campaign was huge and mostly positive.

Although the campaign was largely successful and drummed up a lot of buzz and publicity for both the Straight Outta Compton film and soundtrack album, I would make at least one change to the overall campaign. Specifically, I would not have chosen to show the trailer directly after the first Republican debate’s section addressing racially-motivated police brutality. Although the film and commercial had everything to do with the topic, placing it right after the section addressing racially-motivated police brutality was an awkward move when you consider how the commercial ran for twice the amount of time as that section of the debate. Despite that, the commercial did drum up a lot of publicity, with most negative publicity directed at Fox news and Republicans rather than the commercial and film itself.


8 Intriguing and Surprising Digital Marketing Stats From the Past Week. (2015, August 10). Retrieved February 15, 2016, from http://www.adweek.com/news/technology/8-intriguing-and-surprising-digital-marketing-stats-past-week-166321

Ford, R. (2015, August 14). How ‘Straight Outta Compton’ Viral Marketing Became a Sensation. Retrieved February 15, 2016, from http://www.hollywoodreporter.com/news/how-straight-outta-compton-viral-815390

Hensley, C. L. (2015, August 19). #StraightOutta Meme Generator Takes Over Social Media. Retrieved from https://www.linkedin.com/pulse/straightoutta-meme-generator-takes-over-social-media-chelse-l-hensley

McCarthy, J. (2015, August 11). Twitter loves Beats’ #StraightOutta Compton movie meme generator. Retrieved February 15, 2016, from http://www.thedrum.com/news/2015/08/11/twitter-loves-beats-straightoutta-compton-movie-meme-generator

Thomas, T. (2015, August 6). Bustle. Retrieved February 15, 2016, from http://www.bustle.com/articles/102761-the-black-lives-matter-debate-question-straight-outta-compton-trailer-aired-back-to-back-creating

Yates, C. (2015, August 7). ‘Straight Outta Compton’ memes, D.C. sports style. Retrieved February 15, 2016, from https://www.washingtonpost.com/news/dc-sports-bog/wp/2015/08/07/what-do-you-get-when-you-mix-straight-outta-compton-with-rgiii-a-glorious-meme/

TOMS Donates 296,243 Shoes to Needy Children through the #WithoutShoes Campaign

By Reagan Canaday

Screen Shot 2016-02-15 at 7.46.48 PM

In May of 2015, TOMS launched their eighth annual “One Day Without Shoes” campaign. The company as a whole has a goal to “shoe the shoeless”. In order to make steps toward achieving their goal, TOMS wanted to create a global event that would bring awareness through advocacy to the millions of children around the world who do not have access to shoes (Couch). According to the TOMS website, “giving shoes to those children goes further than simply providing comfort — it can increase access to education, treat debilitating diseases that affect the feet and legs and help curb water and soil-borne illnesses” (TOMS).

The company is able to fund this project by developing a business model where they invest their money in donating free samples rather than paying for ad campaigns, celebrity spokespeople, and branded shops (Della Cava). Because the company does not invest much money in forms of advertisement, they began to relay heavily on social media and the “One Day Without Shoes” campaign was born. TOMS also pairs with a nonprofit organization each year, such as Soles 4 Souls, to educate people on health conditions of the children who will be receiving the donated shoes. will  Last year, the campaign asked people around the world to upload a photo of their bare feet to Instagram while including the hash tag #WithoutShoes in the caption. The campaign ran from May 5th-May 21st. Originally, the campaign ran for 24 hours, but last year, TOMS decided to extend the timeframe in order to build awareness and allow as many people to participate as possible (Hoffman). Within the 17 days, 296,243 photos were posted to the social media platform resulting in 296,243 needy children receiving new shoes (TOMS). The founder of TOMS, Brian Mycoskie stated, “to scale something like this in order to help more people is an incredible opportunity, and one that couldn’t have happened just a few years ago. Social media is what makes Toms possible. Spreading the word between people who care is so easy now” (Della Cava).

Our class #ou4530j, would consider the “One Day Without Shoes” campaign would be classified as a #SocialWin. Hundreds of thousands of people responded to the request of the campaign and posted photos of their bare feet to Instagram creating global awareness and communication. The campaign offered incentive for people to participate by creating a sense of accomplishment since each photo would result in donating a new pair of shoes. Every person who participated was making a difference in a child’s life. All over the world, people could track the number of bare footed photos through the hash tag #WithoutShoes. Overall, TOMS has donated over 38 million pairs of their shoes throughout 65 countries, and there is no sign of them slowing down (TOMS). TOMS is a great example that it’s possible to make a difference in the world through the combination of a well defined goal and the power of social media.

Look out for this year’s “One Day Without Shoes” campaign, and consider participating in order to help TOMS achieve their goal to provide all children with a pair of shoes! If you are interested in more ways to how to help TOMS reach their goal, visit their blog for more information.


Couch, Robbie. (2015, October 27). Instagram Users Went #WithoutShoes This Month And Gave 265,000 Pairs To Kids In Need. Retrieved from: http://www.huffingtonpost.com/2015/05/21/toms-shoes-without-shoes-_n_7360312.html

Della Cava, Marco. (2015, May 5). Toms Uses Instagram to give away a million shoes.Retrieved from: http://www.usatoday.com/story/tech/2015/05/04/toms-using-instagram-to-try-and-give-away-a-million-shoes/26892739/

Hoffman, Ellen. (2015, May 5). Toms Will give free shoes to children if you Instagram your bare feet. Retrieved from: http://www.businessinsider.com/toms-one-day-without-shoes-2015-5

PR Newswire. (2015, May 5). TOMS Kicks Off Its Eighth Annual One Day Without Shoes Campaign. Retrieved from: http://www.prnewswire.com/news-releases/toms-kicks-off-its-eighth-annual-one-day-without-shoes-campaign-300077875.html

TOMS. (2015, May 21). One Day Without Shoes. Retrieved from:http://www.toms.com/one-day-without-shoes


Periscope Flight Takes off as a Social Win for Turkish Airlines

By Garrett Smith

 In June of 2015, Turkish Airlines announced an innovative and groundbreaking new feature. For the first time ever Turkish Airlines live streamed a flight from Istanbul to New York via Periscope. Viewers who tuned in were treated to all of the behind the scenes action of what the crew of an airline goes through leading up to a flight. Audiences got to see everything from pre-flight checks to crew cabins and everything in between.

The idea behind the campaign was pretty genius, putting all of the focus on a unique experience that viewers could interact with. Building on that interaction between brand and consumer, the live stream featured promoted tweets every time a stream went live. Through out the flight several of the crew members responded to user generated questions further adding to the very tangible experience for all viewers involved. Another detail worth mentioning is that this stream marked the very first Screen Shot 2016-02-15 at 4.53.02 PMtime a planes cockpit had ever been broadcast live to the world.

So what gave Turkish Airlines this bright idea? The answer is simple; gain some recognition in the social media world in order to stand out amongst its competitors. In a world where social media plays such a big role in consumer perception of brands, Turkish Airlines decided to capitalize on this fact. They did exactly what they set out to do.

It’s hard to argue that the streamed flight was anything but a social media win for Turkish Airways, and that’s not just my opinion, numbers support it. By the end of it all, Turkish Airlines had gained 5,000 new followers and close to 300,000 likes. Not only is that a drastic jump in followers and interaction, its also a form of free advertising that encourages more interaction than traditional forms of advertisement.

The other thing Turkish Airlines did with this social media campaign is take a chance on a new platform, that platform being Periscope. By using a new social media platform, like Periscope, Turkish Airlines introduced thousands of new individuals to technology that they may have been previously unaware of. This further solidifies Turkish Airlines’ social win as they have opened up the door for a potential relationship with Periscope. Future endeavors for the two companies could be a regular streaming of flights, which leads to the next point.

One of the only things I think Turkish Airways could improve upon is not letting this be their only venture into the world of ambitious social media campaigns. What I would do is make live streaming on Periscope a regular thing, with extra emphasis on what the consumers want to see. Perhaps the airline could feature a different city every month and encourage engagement from that cities population.

With all things considered, Turkish Airlines has set the bar high with regards to how a company’s social media campaign should look. 2016 should prove to be a year in which companies push the limits of what social media campaigns are truly capable of.

Cassinelli, A. (2015, December 31). The Best Social Media Campaigns of 2015. Retrieved February 15, 2016, from http://www.business2community.com/social-media/15-best-social-media-campaigns-2015-01415014#Akt1acASgYzRUfoX.97

V. (2015, July 14). Experience Turkish Airlines Live On Periscope. Retrieved February 15, 2016, from http://wersm.com/experience-turkish-airlines-live-on-periscope/

Hepburn, A. (2015, July 12). Turkish Airlines: World’s First Periscope Flight. Retrieved February 15, 2016, from http://www.digitalbuzzblog.com/turkish-airlines-worlds-first-periscope-flight/

T. (2015, July 21). Turkish Airlines claims aviation first broadcasting from cockpit live on Periscope. Retrieved February 15, 2016, from http://www.travolution.co.uk/articles/2015/07/21/13304/turkish-airlines-claims-aviation-first-broadcasting-from-cockpit-live-on-periscope.html

Turkish Airlines on Periscope. (n.d.). Retrieved February 15, 2016, from https://www.periscope.tv/TurkishAirlines

GoPro’s Skateboarding Cat Takes the World by Storm

By: Liz Sanz

GoPro is a well known brand that produces portable cameras that enable users to film their most extreme pursuits from cliff diving, snowboarding, scuba diving, and so much more. The idea behind using a GoPro camera is that the videos being shot are viewed from the perspective of the person partaking in the actual activity, with the camera usually attached to their body or helmet. This allows videos to be shot in first person format, letting user’s and viewers relive extreme experiences over and over.

#GoPro does a lot of its marketing and campaigning through production of remarkable content online. They publish many of their users’ videos as well as their own to exhibit all one can do with a GoPro. Naturally, they recently chose to do a content-based online campaign for the brand that went viral in no time, creating a buzz about this #socialwin. This campaign was centered entirely around a #skateboardingcat that won the hearts of viewers and GoPro users around the world.Screen Shot 2016-02-15 at 5.46.36 PM.png

Source: GoPro’s Instagram

The campaign started when GoPro linked up with #Didga, the skateboarding cat born and raised in Australia in March of 2015. Didga is a master at her skill and has completed plenty of skate tricks She has no problem hanging with the guys at the skate park and GoPro took full advantage of her many talents.

The campaign was centered around a video of Didga skating around a local skate park with a GoPro attached to her board. The video featured many different angles, including some from Didga’s perspective at the front of the board, as well as with the GoPro placed in the middle of the board showing Didga’s paws as she gracefully landed tricks and stunts, all using the GoPro HERO3+ model. The video is an exemplary model of how GoPro’s cameras can be used from various points of view and can be placed wherever the user feels most fit in order to really capture the experience. Not only did they demonstrate GoPro’s uses in the video, but they also cultivated an online phenomenon featuring some of the internet’s favorite things; action and cats.

A clip of the video was first posted to Instagram for International Cat Day, which led users to the full YouTube video that became a sensation in no time. It’s not surprise this video blew up so quickly because the internet has a fascination with cats, especially when they are doing weird or unusual activities. GoPro was genius in utilizing this information about their audience and incorporating it into a campaign that not only showed off the components of their product but that also garnered so much online attention. The Instagram post totaled 230K likes and over 25K comments. The YouTube video of Didga doing her thing has now reached over 4 million views and counting. GoPro’s cat-centered campaign has been shared around the world via YouTube, Instagram, Facebook and more, and has been deemed a huge #socialsuccess for the content-based brand.



Mathieson, R. (2015, December 02). 2015’s Top 10 Social Media Campaigns. Retrieved February 14, 2016 from http://www.smallbusinessadvocate.com/small-business-article/2015-s-top-10-social-media-campaigns-3076

Britain, Ready Business. (2015, December 23). Five of the Best Social Media Campaigns of 2015. Retrieved February 14, 2016 from http://www.readybusinessbritain.co.uk/the-five-best-social-media-campaigns-of-2015/

Grossman, S. (2015, March 02). Watch This Skateboarding Cat Pull Off Some Sweet New Moves. Retrieved February 15, 2016 from http://time.com/3729249/didga-skateboarding-cat-gopro-video/

Wander, E. (2015, December 30). Here’s a Month-by-Month Look at the Most Engaging Brand Content of 2015. Retrieved February 15, 2016 from http://www.adweek.com/news-gallery/technology/here-s-month-month-look-some-most-engaging-brand-posts-2015-168772

Nudd, T. (2015, April 13). The 10 Most Watched Ads on YouTube in March. Retrieved February 15, 2016 from http://www.adweek.com/news-gallery/advertising-branding/10-most-watched-ads-youtube-march-164040

GoPro: Didga The Skateboarding Cat https://www.youtube.com/watch?v=vYyUb_MI7to

A.1. Cuts Ties with Steak; Consumers Approve

By Lincoln Rinehart


Kraft Foods A.1. Case Study

A.1. is a sauce created by Kraft Foods that is traditionally known as a steak sauce. Sales of A.1. began in 1831, and from the 1960s until May of 2014 the sauce was marketed as “original Steak Sauce.”

In 2014 Kraft Foods decided to market A.1. as a sauce that could be used on much more than steak. This decision was accompanied by a video (below) shared on A.1.’s Facebook page – the video announced that A.1. is no longer in an exclusive relationship with steak, and is now called “A.1. Original Sauce.”

Not only did A.1. break up with it’s beefy companion, but the brand also began relationships with several other foods to announce that the sauce was no longer meant just for steak.


Source: http://shortyawards.com

Key Insights to the A.1. Case Study

The social media campaign was nominated for a Shorty Award in 2015 with a description claiming that the sauce had to change because it was “the clear category leader in a dying category.” People were no longer buying sauce exclusively for steaks. It was crucial that the brand pivoted in a way that opens the market to consumers of all sauces, rather than just the niche, steak sauce consumer.

The video was originally posted on Facebook and currently has 3,147 likes and 796 shares. The second time A.1. posted the video to its Facebook page it garnered an additional 3,835 likes and 906 shares. The YouTube video has 1.3 million views, and an article on econsultancy.com claimed that the video was viewed nearly “100,000 times in a couple of weeks.”


Why is this Case a #SocialWin?

CP+B is the agency responsible for this innovative and epic implementation of a new brand image. The campaign was an effective combination of humor and strategy, and made clever use of the resources available to brands on social media. The video shows A.1. changing its relationship status with steak to “It’s complicated” and messaging steak on Facebook.

The humor behind A.1. being in a relationship also humanizes the brand, making it more relatable to consumers. Many people have been in a situation where they are with a significant other but are considering seeing other people. Although it’s main purpose is humor, an underlying effect of personifying the brand on social media might be increased brand loyalty.

The advertisement ended with the quote: “For almost everything. Almost.” which clearly announced A.1.’s entry into the general sauce category. The advertisement dominated its goals of making a groundbreaking announcement that A.1. broke up with steak. The social media video was accompanied by the integration of the campaign into several additional platforms including TV, radio and in-store ads.

Obviously the social component – the video shared on Facebook and YouTube – can be declared a #socialwin because of the high amount of shares and interactions with the content. Many users interacting on Facebook commented on the original video and agreed that A.1. didn’t belong with steak in the first place. This is a perfect case where the company recognized that consumers were not using the product the way it was being marketed and effectively rebranded. In fact, the only recommendation worth making to the campaign is shortening the video shared on social media; it runs a bit long at 1:59.

What we can take from this is that social media provides opportunities for companies to seek out what consumers want, and when brands give their consumers exactly what they want (with a creative twist) the return can be extraordinary.



A.1. Facebook page. (2014, May 14). [Facebook post]. Retrieved  from https://www.facebook.com/video.php?v=664445756937721

A.1. Facebook page. (2014, June 11). [Facebook post]. Retrieved  from https://www.facebook.com/video.php?v=678608958854734

(2014, May 15). After 50 Years, A.1. Steak Sauce Ends Exclusive Relationship With Beef,    Drops “Steak” From Name And Friends Other Foods. prnewswire. Retrieved    from http://www.prnewswire.com/news-releases/after-50-years-a1-steak-sauce-ends-  exclusive-relationship-with-beef-drops-steak-from-name-and-friends-other-foods-  259402271.html

(2014). 7th Annual Shorty Awards Nominee description. Retrieved  from http://shortyawards.com/7th/a1-new-friend-requests

Moth, David. (2014, May 28).  Seven of the best social media campaigns of May.  econsultancy.  Retrieved from https://econsultancy.com/blog/64913-seven-of-the-best-  social-media-campaigns-from-may#i.x18oluxwmfntyo

Oster, Erik. (2014, May 15). CP+B Changes A.1.’s Relationship Status with Steak. adweek.  Retrieved from http://www.adweek.com/agencyspy/cpb-changes-a1s-relationship-  status-with-steak/66579








TOMS Celebrated Its Birthday by Giving Back With #WithoutShoes

by Jonah Ort

TOMS celebrated its 8th birthday by giving gifts rather than receiving them. With the #WithoutShoes campaign, TOMS got their fans involved in a creative way to do something special for kids across the globe. Using social media to help those in need is always a social win, but what TOMS did was truly special.

The concept was simple: people should go a day without wearing shoes to help themselves understand the struggles faced by children who don’t have access to shoes. How can TOMS spread awareness about childhood poverty on a global scale? The answer was simple: through Instagram, of course.

The campaign had Instagram users take pictures of their bare feet and post them with #withoutshoes, and TOMS will donate one pair of new shoes to children in need. TOMS already donates a pair of shoes for every pair you purchase, but this time there was no purchase necessary.

The benefits of this campaign are threefold. For starters, it makes TOMS look great and shows off their humanitarian side. Secondly, it got users engaged with the brand on Instagram and spread awareness of the TOMS brand organically. And, most importantly, kids in need will receive new shoes.

The campaign took off quickly, with over 14,000 posts on the hashtag within 24 hours. Despite the campaign lasting less than a month, over 250,000 unique Instagram photos were taken with #withoutshoes. That’s over 250,000 pairs of shoes for kids.

Many celebrities also endorsed the campaign as well, like artist P!NK and actor Jeff Bridges. This kind of publicity undoubtedly boosted engagement and got more people posting. The celebrity involvement was also completely organic; TOMS did not pay anyone to sponsor the campaign. That’s the power of philanthropy for you.


The campaign did great across Facebook and Twitter as well. Social Media analytics company Unmetric found that the #withoutshoes campaign was one of the best campaigns, in terms of engagement, for the month of May. TOMS was so pleased with how the campaign performed that they plan on doing something similar in 2016.

Though there’s no doubt that the campaign was a social win, I can think of a couple ways to make it more profitable for TOMS and more engaging for fans. I think TOMS should also require users to use @toms in addition to #withoutshoes. I know there was some confusion surrounding the hashtag and what it meant, so that might clear things up and bring the messaging back to TOMS.

I also think that TOMS should set goals throughout the promotion, much like a Kickstarter or IndieGoGo campaign. For example, at 100,000 posts, TOMS can give away an extra 20,000 shoes. Goals like these could inspire people the spread the word to get more people to participate. This also helps the campaign maintain momentum up to the very end; with the deadline approaching, TOMS would most likely see a big boost in engagement as users try to reach the next attainable goal.

Though TOMS’ #withoutshoes campaign was an excellent example of social media promotion, what really matters is that hundreds of thousands of kids in need will get a pair of shoes. Stuff like this demonstrates how social media changes the world for the better. If that isn’t a social win, I don’t know what is.


Cava, M. D. (2015, May 05). Toms uses Instagram to give away a million shoes. Retrieved February 14, 2016, from http://www.usatoday.com/story/tech/2015/05/04/toms-using-instagram-to-try-and-give-away-a-million-shoes/26892739/

Couch, R. (2015, October 27). Instagram Users Went #WithoutShoes This Month And Gave 265,000 Pairs To Kids In Need. Retrieved February 14, 2016, from http://www.huffingtonpost.com/2015/05/21/toms-shoes-without-shoes-_n_7360312.html

Kotenko, J. (2015, May 05). Toms is donating one pair of shoes for every photo of bare feet on Instagram. Retrieved February 14, 2016, from http://www.dailydot.com/lifestyle/toms-anniversary-one-day-without-shoes/

PRNewswire. (2015, May 5). TOMS Kicks Off Its Eighth Annual One Day Without Shoes Campaign. Retrieved February 14, 2016, from http://www.prnewswire.com/news-releases/toms-kicks-off-its-eighth-annual-one-day-without-shoes-campaign-300077875.html

Wander, E. (2015, December 30). Here’s a Month-by-Month Look at the Most Engaging Brand Content of 2015. Retrieved February 14, 2016, from http://www.adweek.com/news-gallery/technology/here-s-month-month-look-some-most-engaging-brand-posts-2015-168772


#LastSelfie campaign spreads awareness among millennials

Ellie Halter

Unlike SeaWorld’s campaign, the World Wildlife Fund (WWF) created a #SocialWin with their “Last Selfie” campaign on snapchat. They created what vice president and associate creative director of advertising agency BBDO calls a prime example of the medium as the message. It’s what Elena Prokopets of the Huffington Post called a “digital storytelling campaign.”


Photo courtesy of AdWeek.com

During the campaign, WWF in Turkey and Denmark occasionally sent their followers snaps of endangered animals like “tigers, rhinos, orangutans, pandas and polar bears” according to an article by PRNewswire. These pictures were accompanied by emotive phrases like “don’t let this be my last selfie” and “better take a screenshot.” Their pictures reinforced the idea that these animals are disappearing quickly through the platform’s similarly disappearing pictures. As they told the writers of “the Webbys,” their objective was to “raise awareness amongst Millenials and increase donations to protect endangered animals.”

Why did the campaign work? It reached Millenials, who “tend to stay away from traditional media” according to Kyle Basedow, a blogger for Newhouse Social Media. The purpose of the campaign was to not only gain awareness, but also to gain awareness among a younger generation, as Snapchat’s main demographic is 13 to 25 year olds. The idea of an animal “selfie” was successful because it resonated with the young audience to whom the World Wildlife Fund was marketing. WWF says they chose it because it is “‘Wildly’ popular among teens,” according to the Webby’s summary of the campaign. Though many advertisers have stayed away from snapchat due to its transient qualities, WWF found that it was the perfect platform to represent their cause.

Not to our surprise, the #LastSelfie campaign didn’t stay on one platform for long. According to environmental blogger Mary Nolet, the World Wildlife Fund encouraged Snapchat users to promote the selfies on other platforms such as Twitter, FaceBook, and even Pinterest. Though WWF feared attempting to use snapchat for advertising, it proved effective for them.  With the relatable concept of the selfie and a one sentence call to action on each snap, WWF was able to create a successful campaign on snapchat, unlike many other companies.

According to the official #LastSelfie page, the message was “posted by 40,000 twitter users” and “seen by 120 million users in one week.” In addition, the site reached its monetary “monthly target” in just three days because of the campaign. To put this in perspective, the site boasts that the campaign was viewed “50 percent of all active twitter users.”

There’s not a lot of room for improvement when it comes to this campaign. It met it’s goal of reaching millennials while gaining awareness and funds seamlessly. It was a well thought out campaign by the advertising agencies 41? 29! and UncleGrey that allowed the message to become cross-platform. If I had to choose one thing, I think I would say that planting the screenshots on other platforms originally, such as Vine, Pinterest and Tumblr might have allowed the selfies to be more accessible to those wanting to share it. The mobility and quick response of the message, however, shows that supporters had no problem screenshotting and spreading the content themselves. The brand captured millenials through #TheLastSelfie, and is continuing to do so through their newest campaign, as the Guardian notes, with the #EndangeredEmoji 🐳🐼🐘


Works Cited

Ballve, M. (2014, August) Snapchat’s Explosive Growth Among Teens And Millennials Means It’s Emerging As A Powerful Brand Platform. Retrieved from http://www.businessinsider.com/a-primer-on-snapchat-and-its-demographics-2014-7

Castillo, M. (2014, April). WWF Snaps #Lastselfie of Endangered Animals Selfies just got real, adweek.com. Retrieved from http://www.adweek.com/news/advertising-branding/wwf-snaps-lastselfie-endangered-animals-157138

Darley, E. (2015, July). Emoji’s Have Gone Mainstream and it’s Time for Brands to Get Involved. Retrieved from http://www.theguardian.com/media-network/2015/jul/06/emojis-mainstream-brand-marketing

Nolet, M. (2015, December). The World Wildlife Fund’s Last Selfie Campaign. WWF Uses Snapchat to Target Millenials. Retrieved from https://storify.com/mnolet/world-wildlife.


Prokopets, E. (2015, November). 4 Key Social Media Marketing Trends To Lead The Game in 2016. Retrieved from http://www.huffingtonpost.com/elena-prokopets/4-key-social-media-market_b_8589968.html

Webby Awards. (2015, December). #LastSelfie. Retrieved from http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/

(2014, April). Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered Animals. The #LastSelfie Campaign Calls on People to Act Using Social Media Retrieved from http://www.prnewswire.com/news-releases/grey-and-the-world-wildlife-fund-use-snapchat-to-raise-awareness-of-endangered-animals-255662491.html

Domino’s “Tweet-To-Order” Campaign Resonates With Customers Everywhere

By Mira Kuhar

tweet-to-orderOrdering pizza is all about the convenience factor of it being brought fresh right to your door step. It started with calling instead of physically going into the store, moved to having the ability to order online and even expanded to being able to text for a pizza. Who thought that it could get easier than sending a text? Domino’s did.

In May 2015, Domino’s rolled out their “tweet-to-order campaign,” a short term service which encouraged customers to send a tweet to the company using a single pizza emoji, and their favorite order would end up conveniently on their doorstep. Of course, having this luxury requires a little bit of set up to begin working. To register for this service, according to Eater.com, customers had to first set up an “Easy Order” account. This requires registering your Twitter handle, adding topping preferences and payment information. Then, each time you Tweet the pizza emoji at the Domino’s Twitter handle, it registers as you placing an order and your pizza pie is created and sent your way.

This idea of “AnyWare” ordering is genius on so many levels (Ad Age). With digital interaction becoming more and more ingrained into our society, people like to find the fastest and most convenient way to do things that take the least amount of time and effort. This campaign is the perfect example of using convenience as a way to entice people to order your product. USA Today reported that already, 50% of Domino’s pizza orders take place online. This is perfect because it taps into the half of the company that is already using the digital for convenience. Add this little aspect in there, and you’re bound to sell more pizzas at a faster rate.

Domino’s is the perfect pizza retailer to try this, as they’ve always experimented with the digital to get their brand ahead of their competitors. Patrick Doyle, the CEO of Domino’s used logic to promote this idea and show that it would resonate with their audience. In an interview with the Tech Times, he stated that “There are an estimated eight trillion texts sent every year worldwide. With so many people using their devices to communicate in this way, it made sense to allow our customers the chance to order pizza that way, too.” This shows that Domino’s is always looking for innovation and for ways to make ordering a better, faster experience. Currently, they have a team of 250 digital geniuses that develop for their company, according to Business Insider. Just a decade ago, they only had about 50. This shows how the company is growing in leaps and bounds and moving with the digital age as it has progressed through the years.

To make this campaign better, Domino’s could have extended this campaign to all social media outlets instead of just Twitter. This way, they could cover more demographic bases than just those found on Twitter. This would have been harder for sure, but at the same time more people would have been able to interact and engage and their overall reach may have been longer.

Overall, this was a complete #SocialWin for Domino’s and I’m looking forward to seeing if they integrate this campaign into their over all business strategy in the future.



Celebs Click, Text, Tweet and Tap to Order Domino’s. (n.d.). Retrieved February 14, 2016, from http://adage.com/article/cmo-strategy/celebs-click-text-tweet-tap-order-domino-s/299965/

Horovitz, B. (2015). Domino’s to roll out tweet-a-pizza. Retrieved February 14, 2016, from http://www.usatoday.com/story/money/2015/05/12/dominos-pizza-tweet-a-pizza-twitter-tweet-to-order-fast-food-restaurants/27175005/#

How to Order Domino’s Pizza With a Pizza Emoji. (2015). Retrieved February 14, 2016, from http://www.eater.com/2015/5/13/8597819/how-to-order-dominos-pizza-emoji

Lorenz, T. (2015). Soon you can order a pizza by tweeting the pizza emoji at Domino’s. Retrieved February 14, 2016, from http://www.businessinsider.com/dominos-emoji-pizza-order-2015-5

Now You Can Order Domino’s Pizza Simply By Texting An Emoji. (2015). Retrieved February 14, 2016, from http://www.techtimes.com/articles/62286/20150623/now-you-can-order-dominos-pizza-simply-by-texting-an-emoji.htm

Domino’s Launches Emoji-Based Ordering System

By Jonathan Mackall


In early May 2015, the official Domino’s Twitter account went silent, save for a bunch of pizza emojis and punctuation. Raising the interest of thousands, Domino’s remained silent for two days on the matter. Finally, on May 14, 2015, they tweeted out a link to a news story detailing their new promotion.

One of the teaser tweets

One of the teaser tweets

This new promotion, however, wasn’t about some new pizza topping or sandwich- they launched it on Twitter for a reason. Domino’s was on the verge of rolling out a new feature wherein Twitter users could simply tweet a pizza emoji to Domino’s official account, and receive their favorite order via delivery. While this does require some setup on the user’s end through Domino’s website, in the long run it effectively reduces the ordering process to a single tweet (plus a confirmation through a direct message). To quote Domino’s CEO Patrick Doyle, “It’s the epitome of convenience… We’ve got this down to a five second exchange.”

While Domino’s new ordering system may seem gimmicky at first glance, it was made with purpose. According to Digital Training Academy, the company’s goal was to reach the “younger generation of consumers who are used to instant, wordless communication”. With this customer base understanding how to communicate a lot through very little, Domino’s was able to utilize their digital communication prowess and make pizza ordering a one step, no brainer process.

One further benefit of the tweet-to-order system is the fact that it’s public. Ordering a pizza through any other means is effectively a private process. On the flip side, a tweet is inherently a very public form of communication. Thusly, Domino’s gets to enjoy the added benefit of each sale promoting their campaign, raising awareness to each customer’s followers, as pointed out by ComputerWorld.

Domino’s also launched a second half to this campaign which half-jokingly, half-seriously targeted older generations who may not be as “emoji literate”. Through a fake public service announcement posted to YouTube and a separate website, Domino’s attempted to bring in non-digital natives to their tweet-to-order campaign by offering emoji flashcards, which are meant to test and tutor one’s understanding of speaking without words. While the entire ordeal was fairly tongue-in-cheek, they were actually offering physical decks of the flashcards for free.

Overall, the campaign was undeniably a social win. On the first day alone, 500 orders were placed via the tweet-to-eat system. Alongside this, the tweets associated with the campaign all received thousands of likes and retweets, showing clear customer support of the idea. Personally, I see the most genius in the fact that the order is a fairly public ordeal- it’s not particularly often that food purchases can double as free promotion for a restaurant, especially in the digital age. Furthermore, the system is relatively foolproof, as the direct-message verification step makes it more difficult to accidentally pocket-dial yourself a pizza. The only thing I could really think of to improve the campaign would be to expand to Snapchat, given that it’s gained so much traction with the demographic they’re already targeting.




Beck, M. (2015, May 13). Domino’s Pizza Uses Emoji Storm To Tease Twitter-Triggered Delivery. Retrieved from http://marketingland.com/dominos-pizza-uses-emoji-storm-to-tease-twitter-triggered-delivery-128689


Digital Training Academy. (n.d.). Cannes Lions Case Study: Domino’s emoji pizza orders. Retrieved from http://www.digitaltrainingacademy.com/casestudies/2015/07/cannes_lions_case_study_dominos_emoji_pizza_orders.php


Gianatasio, D. (2015, July 20). These Emoji Flashcards from Domino’s Will Teach You How to Talk to Your Kids. Retrieved from http://www.adweek.com/adfreak/these-emoji-flashcards-dominos-will-teach-you-how-talk-your-kids-165996


Horovitz, B. (2015, May 14). Domino’s to roll out tweet-a-pizza. Retrieved from http://www.usatoday.com/story/money/2015/05/12/dominos-pizza-tweet-a-pizza-twitter-tweet-to-order-fast-food-restaurants/27175005/


Lorenz, T. (2015, May 12). Soon you can order a pizza by tweeting the pizza emoji at Domino’s. Retrieved from http://www.businessinsider.com/dominos-emoji-pizza-order-2015-5


Schuman, E. (2015, May 21). Domino’s tweet-to-eat campaign is sneaky social media at its best. Retrieved from http://www.computerworld.com/article/2925500/retail-it/dominos-tweet-to-eat-campaign-is-sneaky-social-media-at-its-best.html


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