Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Social Win (page 2 of 7)

Band Together To Stop Bullying with the #btproject

The Band Together To Banish Bullying project is a social media campaign created to redirect negativity on social media in order to make the Internet a better place. Three music professionals, Grammy nominated Clinton Sparks, The Mowgli’s, and Kylie Morgan, collaborated with the goal to create a song with an anti-bullying message inspired by real life experiences. In order to spark conversation among bullying victims, the Band Together Project created a custom YouTube page and Twitter page asking viewers to share their personal stories relating to bullying. They did this to promote individuals to actively engage in conversation related to bullying. Screen Shot 2016-02-08 at 7.05.40 PM

First, each of the artists created a video to share their personal stories and experiences with bullying. They created these extremely personal videos in hopes to spread the message that victims of bullying are not alone. Not only were they trying to encourage victims to share their stories, but they also wanted to turn these messages into something positive. The campaign quickly began to grow and gain global attention.  Australian singer, Cody Simpson, and Seventeen Magazine even joined the conversation by encouraging followers to share their stories with the project.

Cody Simpson tweets about #BTProject

Cody Simpson tweets about #BTProject

Seventeen Mag tweets about #BTProject

Seventeen Mag tweets about #BTProject

People started to respond to the project by sharing their experiences with bullying through videos, images, and other forms of media. After receiving and reviewing hundreds of online submissions, Clinton Sparks, Kylie Morgan, and The Mowgli’s wrote the single “I’m Good”. After they released the single which the artists released a music video and a lyric video. Both the videos encompassed the stories of the bullying victims who submitted material to the project. Lastly, the song was made available as a free download on the Band Together To Banish Bullying webpage, but in order to access it, users had to share the song on social media and include a positive message while tagging a friend.

#ouj4530 would categorize this campaign as a #SocialWin because hundreds of people joined the anti-bullying conversation by producing forms of media. Many people created content using the hashtag #BTProject which allowed people to follow the progression of the project while viewing and sharing stories of people who have suffered from similar hardships as themselves. Also the music video has been viewed about 500,000 times and the lyric video has been viewed about 1,200,000 times. The project ended up reaching hundreds of thousands of people while successfully achieving their goal to produce a song with a positive message using social media.

I think the campaign could have been improved by improving their promotions. I think if they would have pushed the project on social media harder, they would have gotten many more reaches. Also, I think they could have paired with a larger national anti-bullying organization such as  No Bully, to boost their credibility. Overall, I think this campaign was well executed, but the way they went about promoting the campaign could have been improved.

To view a video of the making of the song “I’m Good” by Clinton Sparks, Kylie Morgan, and The Mowgli’s go to  http://considerthework.com/bandtogetherproject/.

References:

Band Together. (2015). BTBB. Retrieved from https://twitter.com/bandtogether

Deutsch. (2015). Band Together. Retrieved from http://considerthework.com/bandtogetherproject/

Harrison. (2014). “Band Together To Banish Bullying”. Retrieved from http://blogcritics.org/clinton-sparks-the-mowglis-kylie-morgan-band-together-to-banish-bullying/

No Bully Non-profit. (2015). No Bully. Retrieved from http://No Bully Non-Profit. (2015). No Bully. Retrieved From https://www.nobully.org/

 

 

 

 

 

Squatty Potty: Sounds Like Crap, But Is a Huge Social Win

Picture this: A prince and his soft-serve pooping unicorn talking to you about the benefits of pooping in a squatting position as opposed to a sitting position. Slightly bizarre, right? Well, it’s real and I can guarantee if you have not seen it yet, you will probably see this video floating around on your Facebook page or your Twitter feed sometime soon. If not, here is the infomercial before we get any further to make sure we are on the same page.

Video courtesy of youtube.com

Also, here is a link to an article that takes you through the commercial very quickly, courtesy of dailymail.co.uk.

The Squatty Potty was actually created in 2011 by Bobby Edwards and his mother Judy Edwards, according to Bloomberg.com. They read multiple studies from doctors that said it was more beneficial for someone to poop in a squatting position than to poop in a sitting position. Sales weren’t the greatest for the first couple of years, only selling a couple million total, so in 2014, Mr. Edwards took the invention to ABC’s “Shark Tank” where he was backed with $350,000 to help with his future endeavors. The Squatty Potty also made a guest appearance on the Dr. Oz show at one point, as well . But, this wasn’t enough to boost their sales, so the “Squatty Potty squad” took their product to the Harmon Brothers, who are notorious for creating bizarre, yet effective advertisements, and thus, the Squatty Potty prince and pooping unicorn were born. The Harmon Brothers are famous for creating yet another poop related ad, “Poo-Pouri.” They are, apparently, really good at what they poo…I mean, do (do).

Within nine days of its release, the Squatty Potty’s commercial was a smashing hit; beyond 39 million views on all kinds of platforms on the web, to be exact. This number is growing as an increased amount of people, to this day, continue to see this ad on YouTube or their Facebook feeds, etc. Currently, in February 2016, the YouTube video has over 16 million views and its Facebook video has nearly 50 million views. This increased the Squatty Potty’s sales over 600% online and over 400% in their primary retail store, Bed, Bath, & Beyond, according to an interview conducted by adweek.com. It also received a number of reviews from consumers of all sorts. For example, YourGuitarSage commented on the YouTube video and said, “I bought a squatty-potty.  I LOVE it!  BUT, I don’t have rainbow poop like the ad says and am quite dissappointed.  Please advise…,” to Facebook comments that say “they got this gift for Christmas this past year and they have had the best poops of their lives!” Even tweets, like the one below, show their support.

 

With all of this being said, the Squatty Potty is, undoubtedly, a social win for the dream that Bobby and Judy Edwards had. It took some time, but with the strategic plan that they and the Harmon Brothers created in distributing the ad for this product was marketing gold. It appears, after reading hundreds of comments on Facebook, YouTube, and various social media sites alike, people cannot get enough of the watching the most bizarre things that are out there. Let alone, the most bizarre things talking about poop. This was a great mix of humor and actual facts to get the message that the Squatty Potty stands for across. To continue to increase their sales, they should continue to make videos like this because consumers know this infomercial with this product and they will continue to watch these videos and buy the product. The bizarre-ness and the uniqueness of this advertisement keeps consumers engaged and laughing, which is always great when trying to boost sales, or so their boost in sales demonstrates.

What’s next for the Squatty Potty? Well, I look forward to finding out.

References

Dicker, R. (2015, October 23). Squatty potty brothers find gold in unicorn poop. Huffingtonpost.  Retrieved from http://www.huffingtonpost.com/entry/brother-find-gold-in-unicorn-poop_us_5629389fe4b0aac0b8fc2d8e

Grobart, S. (2015, December 22). The cult of the squatty potty. Bloomsberg Businessweek. Retrieved from http://www.bloomberg.com/news/articles/2015-12-22/the-cult-of-the-squatty-potty

NG, A. (2015, November 26). Video: viral “squatty potty” ad features unicorn pooping rainbow ice cream. NY Daily News. Retrieved from http://www.nydailynews.com/news/national/video-viral-ad-features-unicorn-pooping-ice-cream-article-1.2447819

Polden, J. (2015, October 9). Will you be buying the squatty potty? Company reveal toilet aid in bizarre video featuring a prince and a unicorn with over-active bowels. Dailymail. Retrieved from: http://www.dailymail.co.uk/news/article-3266311/Will-buying-Squatty-Potty-Company-reveal-toilet-aid-bizarre-video-featuring-prince-unicorn-active-bowels.html

Stanley, T.L. (2015, December 10). Squatty potty’s ceo ignored everyone, made an insane video and boosted sales 600% bold marketing helps bring in $15 million. Adweek. Retrieved from http://www.adweek.com/news/advertising-branding/squatty-pottys-ceo-ignored-everyone-made-insane-video-and-boosted-sales-600-168526

YourGuitarSage. (2015, December).  This unicorn changed the way i poop – #squattypotty. [Video file]. Retrieved from https://www.youtube.com/watch?v=YbYWhdLO43Q

 

#Dove Encourages Kind Words on Social Media via the #SpeakBeautiful Campaign for a #SocialWin

 

speak beautiful tweet

 

 

 

 

 

 

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By: Mackenzie Holden

In 2015, Dove teamed up with Twitter to create the #SpeakBeautiful campaign to encourage women to speak more kindly to each other on Twitter and other social media.  I participated in the campaign myself, as I saw it was a good opportunity to join the conversation on Twitter and tell my best friend how great she is at the same time.  Unlike other attempts at generating kindness via Twitter, Dove thought it best to reach out personally to as many contributors as possible to personally thank them for participating and spreading the love.  Just so happens I was one of them.  Dove replied to my tweet with a personal video (shown above) from one of their Self-Esteem Educators, Dre Brown.

Coca-Cola tried a similar campaign called #MakeItHappy where an automated generator would convert “mean tweets” into happy pictures.  However, Gawker hijacked the operation and turned all of the tweets into lyrics from Hitler’s Mein Kampf.  By personally replying to original tweets, Dove avoided malicious activity such as this.

The whole purpose of #SpeakBeautiful was to change the way women talk about beauty on social media, Twitter specifically.  Dove shared some startling statistics when they started the campaign, like 4 out of every 5 negative tweets about beauty and body image were women that were tweeting not about others, but about themselves.  The main message is that one positive message can knock down several negative messages by spreading love.  In just one day, over 30k tweets were sent out using the hashtag.

I felt personally compelled to join the movement because I saw how big of an impact it was having in such a short amount of time.  What I found most interesting about the campaign was that they released it during the 2015 Oscar awards.  They sent out a tweet that said the word “ugly” was tweeted 34,838 times during the red carpet.  What a compelling way to get people involved, especially when only 9% of women surveyed admitted that they participated in posting negative comments on Twitter.  Point is, no one wants to talk about it, and that’s what Dove wanted to bring to light.

I think the concept of the #SpeakBeautiful campaign is absolutely brilliant, and the way they planned and executed it was absolutely flawless.  I think seeing a social fail like coca-cola is the best way you to learn about what works and what doesn’t.  By partnering with Twitter itself, which is the 3rd favorite brand among that audience, it helped promote the campaign even more and give it some strong backing.  Replying to tweets with videos from their campaign managers was such a good way to show that they valued the conversation and what their followers were saying.  Also, the timing of the campaign was impeccable.  Using such a big stage as the Oscars as an example of the negative way we talk about beauty on social media was a great way to kick off the campaign and bring it to the forefront of a big topic of conversation.  The only thing I wish they would have done would be to further push the campaign and find new ways of keeping the conversation going.  I love that they stepped outside their usual way of teaching women how to love themselves and focused on loving each other just as much.

Resources

Bahadur, Nina. (2015, February 5). Dove and Twitter Launch #SpeakBeautiful to Change the Way We Talk About Beauty Online. Retrieved from http://www.huffingtonpost.com/2015/02/19/speakbeautiful-dove-social-media_n_6713960.html

Florindi, Marissa. (2015, February 19). The Power is in Our Hands to #SPEAKBEAUTIFUL and Change the Conversation in Social Media. Retrieved from http://www.multivu.com/players/English/7447351-dove-twitter-speak-beautiful/

Hungerman, Audrey. (2015, February 23). Dove’s #SpeakBeautiful Twitter Campaign. Retrieved from http://blog.statsocial.com/doves-speakbeautiful-twitter-campaign/

Nudd, Tim. (2015, February 19,2015). Dove and Twitter Team Up to Address Hateful Tweets About Beauty On Oscar Night: Will Women #SpeakBeautiful? Retrieved from http://www.adweek.com/news/advertising-branding/dove-and-twitter-team-address-hateful-tweets-about-beauty-oscar-night-163040

Moye, Jay. (2015, January 26). #MaktItHappy: Coca-Cola’s Big Game Ad to Champion Online Positivity. Retrieved from http://www.coca-colacompany.com/stories/makeithappy-coca-colas-big-game-ad-to-champion-online-positivity/

Wolf, Nicky. (2015, February 5). Coca-Cola Pulls Twitter Campaign After it was Tricked Into Quoting Mein Kampf. Retrieved from http://www.theguardian.com/business/2015/feb/05/coca-cola-makeithappy-gakwer-mein-coke-hitler

 

Revlon’s ‘Love Is On’ Campaign is Winning Hearts this Valentines Day

By Madison Chelminski

It’s almost Valentines Day and with love in the air, Revlon’s new ‘Love Is On’ campaign just might put them back on top. But with large competitors of L’Oreal and Estee Lauder, they are going to have to put up a fight. The tagline for the campaign “Love Is On” was created by genius chief executive, Lorenzo Delpani, by scrambling the companies name, Revlon. This new campaign focuses on getting women to “choose love” using print, digital, and social media ads . The question is, what does makeup have to do with love? Delpani explains, “When you put on makeup, it’s like opening the possibilities of love”. Revlon released a video revealing an experiment they did called the “Love Test”, where they asked women to try a beauty routine for one week and see how their relationship was affected. This seems a bit superficial, but the video was actually pretty cute, and other viewers thought so to with almost 8 million views on Youtube. Multiple users of the site commented how they “teared up” and “loved it”. You can make your verdict up here:

Revlon also launched a social media component to campaign, where you can post a picture on Twitter of yourself blowing a kiss into the camera with the hashtag #ChooseLove, and they will post it to their website. And it doesn’t stop there. There is a jumbo tron in Times Square with a kiss cam that any couple can featured on if they get lucky. Traditional adverts are also being included in the campaign with celebrity endorsers such as Halle Berry, and Olive Wilde. You can even go to the companies website if you want to read your love horoscope and get some dating advice. You can’t say they aren’t putting in their best effort here. This campaign is a strive for Revlon Inc. to increase sales after years on the decline. But there may be a light at the end of the tunnel for them, as Bloomberg reports that shares rose the most in more than two years last month.

While this campaigns wings are still growing, it’s looking to be a social win. As digital technology is boosting, Revlon is taking advantage of the opportunity to expand across numerous screens. While increasing sales is an obvious goal, Revlon is connecting and interacting with women on multiple levels, considering the extra mile with the horoscopes and dating tips. Revlon has even teamed up with mammoth companies such as Google, Refinery29, and beauty magazine Cosmopolitan. I am no expert and this marketing team seems to finally have a grab on things, but I would keep pushing digital efforts over TV and print. Possibly move to Snapchat and use Cosmopolitans channel to promote products with makeover videos. Instagram is also becoming a very large element to advertising and sponsoring. With beauty bloggers and just beautiful people with a large following making careers out of promoting products, Revlon could use them to a great advantage.

References:

Georgina Caldwell (2016, February 2). Revlon launches next phase of Love Is On brand mission with Choose Love campaign. https://globalcosmeticsnews.com/north-america/2298/revlon-launchesnext-phase-of-love-is-on-brand-mission-with-choose-love-campaign

Jack Neff (2015, October 22). Revlon Taps Director of ‘First Kiss’ Video to Show ‘Power of Makeup’. http://adage.com/article/cmo-strategy/revlon-taps-director-kiss-show-power-makeup/301018/.

Robert Klara (2015, April 7). Benjamin Karsch Leads Revlon’s New Mission ‘to Inspire Love’. http://www.adweek.com/news/advertising-branding/benjamin-karschleads-revlons-newmission-inspire-love-163900

Stuart Elliot (2014, Novemeber 16). To Reconnect With Consumers, Revlon Looks for Love. http://www.nytimes.com/2014/11/17/business/media/to-reconnect-with-consumers-revlon-looks-for-love.html?_r=0

Edgar Sandoval, Thomas Tracy. (2015, October 13). Revlon will turn Times Square ‘Kiss Cam’ back on despite complaints of gropings. http://www.nydailynews.com/new-york/revlon-turn-times-square-kiss-cam-back-article-1.2395190

 

How the #LastSelfie Campaign Took the Road Less Traveled and ROCKED It

By Ciara Sebecke

Snapchat is an uber-popular social media platform that is often uncharted territory. Finessing this platform is a tough code to track but solving it is many a marketer’s dream. When the World Wildlife Fund embraced this tricky platform in their latest #LastSelfie campaign, using Snapchats as a metaphor for endangered species, they truly rocked it.

Agencies UncleGrey and 41? 29! knew that “Generation Y” used Snapchat more than any other platform, and wanted to get WWF’s message around that if we don’t do something about endangered species, we may not ever see them again.

WWF encouraged users of the platform to follow their Turkey, Denmark, and Italy accounts. They would then post images and send Snapchats to users with messages like, “Don’t let this be my #LastSelfie,” “Better take a screenshot this could be my #LastSelfie” and “In 6 seconds, I’ll be gone forever, but you can still save my kind.”

Snapchat was truly the ideal platform for this campaign with timed messages that perfectly symbolized the endangered species’ time running out.

This campaign was not only brilliantly thought out, but wildly successful. In the first day there were 40,000 shares on Twitter globally, with media coverage from Fast Company, Ad Week, ABC, and Snapchat themselves. The WWF reached their fundraising target for the month in 3 days, according to the agencies. The campaign was even extended because it was so successful.


What makes this campaign such a #SocialWin? 

Engagement with the audience. Not only did a ton of millennials engage with the WWF accounts by screenshotting and sharing the images to Twitter and Facebook, but the WWF engaged with their followers as well. Sending snaps to individual users makes them feel super special and increases their likelihood to snap that screenshot and share the image.

Dominating multiple channels with one campaign. WWF really killed two or three birds with one stone on this campaign. But by making the images so shareable, Snapchat users took the campaign to Twitter and even Facebook without WWF’s interference. This is not a campaign where the organization is forced beg for retweets. They knew that the heartfelt messages and adorable animals would go viral among their intended audience.

Successfully using a new social platform for advertising. A handful of marketers have tried to use Snapchat for strategic communication but few, if any, have succeeded. This campaign felt natural for the platform where other campaigns felt forced. The #LastSelfie campaign really resonated with the audience at an emotional level. (It is also important to note their successful use of “selfie culture.” Many campaigns that have played on this in the past felt awkward and unnatural.)

Creating a successful campaign from scratch. One of the reasons that WWF decided to focus on a social media strategy utilizing peer to peer sharing and word-of-mouth advertising was their lack of a budget. They had no media budget for this campaign but generated a ton of earned media and social capital. The fact that the campaign was so successful and in such a short amount of time proves that it truly went viral on its own and not from paid media or purchased impressions.

The #LastSelfie campaign was no doubt a #SocialWin from a successful and creative non-profit organization. If there was anything to improve on, it would have been extended the campaign to even more countries!


Sources:

Campaign Look: WWF’s ‘The Last Selfie’ Uses SnapChat To Stir Emotions

http://www.adweek.com/news/advertising-branding/wwf-snaps-lastselfie-endangered-animals-157138

https://www.clickz.com/clickz/news/2340740/wwf-s-lastselfie-reaches-millennials-underscores-snapchat-constraints

Campaign Look: WWF’s ‘The Last Selfie’ Uses SnapChat To Stir Emotions

http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/

http://www.mmaglobal.com/case-study-hub/case_studies/view/31740

How AirAsia Gave Away A Plane to Create A Social Win

Alyssa Das

Imagine winning a free flight from Sydney, Australia to Kuala Lumpur, Malaysia. But this flight isn’t just for you, it’s for you and 302 of your favorite Facebook friends. But it doesn’t stop there, you also get three nights accommodation for you and your 302 friends, as well as a return flight to Sydney, all paid for by AirAsia.

In 2012 this dream became a reality for Julie-Anne Foster. She and 262 of her Facebook friends boarded a plane in Sydney for a once in a lifetime experience, which CNN described as “the biggest Facebook friendship test ever conceived”. The contest, developed by Noble Studios, was created to get the word out about AirAsia’s new Sydney to Kuala Lumpur route. Their target audience was the Sydney metropolitan area, a highly competitive market for budget airlines. The goal was to increase Facebook engagement, leading to more ticket sales for the new Sydney to Kuala Lumpur route.

A breakdown of the contest can be seen in the AirAsia Friendsy video below, but the gist of it is: any Facebook user can pick up to 302 of their Facebook friends to go on this journey, users can decide everyone’s seats by dragging and dropping their friend’s into the seats on Facebook, or can do it randomly by pressing the “easy” button. People were able to tag their friends in their Air Bus A330, and take a screen shot of it to share on their own Facebook pages.

The contest was a huge success and the campaign won a Silver Award in the Facebook Studio Awards, and according to the Facebook Studio Awards page, “The campaign grew the AirAsia Facebook fan base by 30%. The competition received 12,500 entries and reached 2,291,483 people on Facebook, which is a whopping 20% of Australians using Facebook! It grew from local, to national to international news, generating PR value of $1,627,593!”

The screenshot below is from Noble Studios website, explaining the success of the campaign.

Screen Shot 2016-02-08 at 4.32.36 PM

This campaign proves to be a #SocialWin because it gained likes for AirAsia’s Facebook page, reached over two million people and won two industry awards. It created an engaging and exciting way for people to learn and talk about AirAsia in new and different ways. The contest not only helped build (or hurt in some cases) friendships, but also brand awareness and helped build a community around the AirAsia brand in Australia. During the contest people were engaging with each other and with the brand through personal Facebook pages as well as on the AirAsia page. The contest created a lot of hype about the brand and helped create awareness in and outside of the Target audience.

One thing I would do to better the campaign is promote it more on other social media platforms. There was a heavy focus on Facebook, and for a good reason. But I think the contest could have benefited from more posts on other social sites (Twitter, Tumblr, YouTube Google Plus because it was still a thing in 2012). Overall though I think Noble Studios created a great campaign for AirAsia and it can be seen in all of the measurements above.

Sources:

AirAsia Friendsy. (n.d.). Retrieved February 08, 2016, from https://www.youtube.com/watch?v=eDvMgQoRAtg
AirAsia Friendsy – Social Media Campaign | Noble Studios. (n.d.). Retrieved February 08, 2016, from http://www.noblestudios.com/work/air-asia/
AirAsia X gives away a plane! (n.d.). Retrieved February 08, 2016, from http://www.airasia.com/my/en/press-releases/airasia-x-give-away-a-plane.page
AirAsia X to give away a plane … temporarily. (n.d.). Retrieved February 08, 2016, from http://travel.cnn.com/explorations/play/how-win-airbus-691828/
Social gaming case study: AirAsia ‘Friendsy’ competition lets Facebook friends share private plane. (n.d.). Retrieved February 08, 2016, from http://www.digitaltrainingacademy.com/casestudies/2015/04/social_gaming_case_study_airasia_friendsy_competition_lets_facebook_friends_share_private_plane.php
The AirAsia Friendsy Facebook Campaign Teardown. (n.d.). Retrieved February 08, 2016, from http://zipfluence.com/AirAsiaFriendsy.shtml

Toms steps up #WithoutShoes campaign for a #SocialWin

By: Alexandria Schell

For nine consecutive years, Toms has found ways to give shoes to children in need around the globe. The popular philanthropic shoe company is known for its, “One for One” mission. Whenever a customer purchases a pair of Toms shoes, the company then gives a pair of Toms to a child in need of shoes. In 2015, Tom’s stepped up their game and brought philanthropic ease to a new level.

The #WithoutShoes campaign asked Instagram users to take a picture of their bare feet, using the hashtag #WithoutShoes between May 5 and May 21. For every picture of naked piggies with the tag, Toms pledged to donate a pair of shoes to a child in need. This campaign is different from any other. No money was required to participate and help children around the world.

The goal, set forth by Toms, was to increase awareness of children’s health and education and show how much a pair of shoes can improve a child’s quality of life. This was perfect timing as 2015 marked the year of feet. Taking pictures of feet was a huge trend and Toms fed off of it.

Toms created a successful campaign and ultimately clutched the  #SocialWin. The number of pairs of shoes donated by Toms alone is enough to classify this campaign as a total success. 296,243 children around the world now own shoes. These children have more opportunities in life thanks to Toms and the audience who posted pictures on Instagram. Not only did this campaign help children in need, but it created a community of 338, 280 people who felt like they had done their part in making the world a better place. No purchase was necessary for audience members to engage.  Being a Toms customer wasn’t even a requirement. A smart phone and a pair of exposed paws is all it took to feel a sense of accomplishment. This is something  rare and difficult to accomplish without physical labor, or a donation of money,  yet Toms did it.

It’s incredibly difficult to criticize this campaign. The instructions to participate in this campaign were simple. Participants did not have to donate monetarily. At most, participants donated a few seconds of their time in taking a picture and uploading it.  At the time, the trend of naked feet was at its peak, so timing could not have been better. Everything aligned perfectly.

Even though over 200,000 pairs of shoes were donated to children in need, this number could have been higher. The entire campaign only lasted two weeks. This isn’t enough time for the early majority and some of the late majority to participate. Extending the length of the campaign or publishing the press release earlier would’ve solved this problem. All of the news articles published regarding the launch of this campaign were dated, at the earliest, May 1, 2015. This is just four short days from the launch of the campaign. If the press release was published earlier, there would’ve been more participants. Early adopters would’ve seen the press release and immediately started posting. This would’ve allowed for more time for the early majority and some of the late majority to join in on the action. With only two weeks to participate, many who do not go on social media often may have missed it altogether.

Couch, Robbie. “Instagram Users Went #WithoutShoes This Month And Gave 265,000 Pairs To Kids In Need.” Huffington Post. Huffington Post, 21 May 2015. Web. 4 Feb. 2016. <http://www.huffingtonpost.com/2015/05/21/toms-shoes-without-shoes-_n_7360312.html>.

Moore, Booth. “Toms Launches #withoutshoes Giving Campaign.” LA Times. LA Times, 5 May 2015. Web. 6 Feb. 2016. <http://www.latimes.com/fashion/alltherage/la-ar-toms-launches-hashtag-giving-campaign-20150505-story.html>.

Rayman, Noah. “A Photo of Your Feet Can Give a Pair of Shoes to a Child in Need.” Time. Time, 5 May 2015. Web. 6 Feb. 2016. http://time.com/3848041/toms-shoes-instagram-needy-children/

“TOMS Kicks Off Its Eighth Annual One Day Without Shoes Campaign.” PR Newswire. N.p., 5 May 2015. Web. 6 Feb. 2016. <http://www.prnewswire.com/news-releases/toms-kicks-off-its-eighth-annual-one-day-without-shoes-campaign-300077875.html>.

Wander, Erik. “Here’s a Month-by-Month Look at the Most Engaging Brand Content of 2015.” Ad Week. N.p., 30 Dec. 2015. Web. 8 Feb. 2016.      <http://www.adweek.com/news-gallery/technology/here-s-month-month-look-some-most-engaging-brand-posts-2015-168772>.

 

The #StraightOuttaSomewhere fully integrated campaign

By Shyann Williams

This past August, Universal Pictures, Universal’s Music’s Interscope label, Apple and Beats by Dre joined forces  to create a campaign that took over social media for the highly anticipated N.W.A. biopic Straight Outta Compton and Dr. Dre’s first solo album in 16 years. If you weren’t interested in the movie or wasn’t a fan of Dr. Dre, chances are you still heard about or played a part in the campaign.

The four companies came up with a fully integrated campaign resulting in several attention-getting plays. When UFC champ Rhonda Rousey knocked out Bethe Correia in 34 seconds on Aug. 1, the Straight Outta Compton label was right below her on the mat; there was an ad for the film during the first Republican presidential debate on Aug. 6 that 24 million people saw; the “Straight Outta Somewhere” meme went viral with nearly 6 million plus personalized labels being shared on the internet; and the word Compton was literally painted over the skies of Los Angeles.

Three junior BeatsbyDre employees were tasked with coming up with a campaign, they stumbled upon a video of Dr. Dre talking about how the members of N.W.A. named their album Straight Outta Compton because they wanted to show they were proud of where they came from. Beats then went on to hire a North Kingdom agency to create the meme generator that allowed anyone to input their own hometown in N.W.A.’s signature black and white logo. The site was launched on Aug. 5, featuring some of Beats partners including tennis star Serena Williams and NFL player Richard Sherman, presenting their own “Straight Outta Somewhere” stamps.

Meme Generator

The “Straight Outta Somewhere” meme instantly went viral, it was downloaded over 6 million times and simultaneously trended No. 1 two days in a row across Facebook, Twitter and Instagram, and, during that time, there were an average of 15,000 #StraightOutta tweets and retweets per minute. The buzz around the movie continued through the week and the weekend, it was everywhere.

Images of the word “Compton” skywritten across the sky all over Los Angeles also went viral. Interscope Records orCL1sAwnVAAAfw8lganized the promotional tool for Dr. Dre’s album, released exclusively on iTunes Aug. 7.

Universal talked to Snapchat about playing a part in the campaign, on the day before the release of the Straight Outta Compton movie they turned the meme into a customized geo-filter that users layered over there snaps. There were 9 million uses of that filter and seen by almost 200 million people.

The campaign was a strategy of giving people the tools to share something about themselves while also indirectly promoting their product. The campaign was exciting and created a lot of positive energy, it also reached not just the typical audience of rap music; it went beyond demographic groups. The promotions all complimented each other going into the launch of the film, which made it a #SocialWin. BeatsByDre also did a campaign on YouTube:

“Everyone has a story about where they’re from. What’s yours?”

 

BeatsbyDreThey featured celebrities, artists, athletes, producers and actors in the campaign by doing short videos explaining what being from their hometown means. The campaign also went internationally featuring artists from Asia and Germany. Consumers wanted to participate because they saw their favorite celebrity participating.

Users also contorted the viral movement by poking fun at other pop culture and other companies participated too. 

Screen Shot 2016-02-08 at 5.17.43 PM  Screen Shot 2016-02-01 at 11.10.38 PM Screen Shot 2016-02-01 at 11.10.52 PM

User generated content and shareability is key to getting consumers involved in your campaign, it creates a community that connects users not only through what you’re promoting, but through shared feelings mediated through your brand. That’s exactly what the companies did by building an emotional connection, people were able to show hometown pride and connect with others who are from the same place. Dr. Dre also put storytelling into the marketing of this movie, everyone shared their story. Although, everyone that participated in the campaign may have not seen the movie or bought Dr. Dre album; they helped gain an awareness about it.

References 

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

Yates, C. (2015). ‘Straight Outta Compton’ memes, D.C. sports style. The Washington Post. Retrieved 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/

Bauckhage, T. (2015). Digital Tracking: ‘Straight Outta Compton’ Puts N.W.A. at No. 1. Variety. Retrieved from: : http://variety.com/2015/data/box-office/digital-tracking-straight-outta-compton-1201570624/

Heine, C. (2015). 8 Intriguing and Surprising Digital Marketing Stats From the Past Week #StraightOutta goes viral; Tinder isn’t just for singles. AdWeek. Retrieved from: http://www.adweek.com/news/technology/8-intriguing-and-surprising-digital-marketing-stats-past-week-166321

Jutkowitz, A. (2015). What Dr. Dre Can Teach Marketer About Storytelling. Advertising Age. Retrieved from: http://adage.com/article/agency-viewpoint/dr-dre-teach-marketers-storytelling/300011/

The Time Women’s Soccer used Social Media to Unite A Country

By Tyler Prich

#SocialWin

In the shadow of the United States Men’s National Team’s loss at the 2014 FIFA World Cup, the 2015 U.S. Women’s National Team had a chance to redeem its country and promote the sport of women’s soccer. The problem was gathering attention from the U.S. audience, but with the help of social media, their run to the title was one of the most watched sporting events in recent history.

Emotions were boiling in the hot July sun when the United States women were facing Japan in the final match of the 2015 Women’s World Cup. After grinding for months, fighting past Germany, facing the same team that had stolen the title from them four years ago, with the whole nation behind them, and on July 4th Weekend! The whole world sat on the edge of their seats until the pregame shows finally ended and the ball is kicked!

The game was decided in the first 16 minutes.

After all the buildup, the United States scored four goals in the 16 minutes, and the game ended 5-2. Japan was decimated and Americans celebrated as Americans do: with USA chants. The ratings crushed the U.S. record for a soccer match. The 25.4 million turnout was 88% higher than the same match-up back in the 2011 final, and even higher than the peak of the recent NBA Finals.

Celebrities and Athletes show support on social media.

Celebrities and Athletes show support on social media.

Social Media drove months of anticipation before the World Cup even began. Even though it ended in a lop-sided finish. It started with the use of #OneNationOneTeam. The men’s team used this campaign the previous year,  it embodied the American spirit and sense of unity so well that the team chose to keep it as a parallel – and it worked Marvelously. Celebrities and athletes dawned personalized jerseys and posted pictures of themselves wearing them in support of the women’s run. From Barrack Obama to Beyonce. Many of the U.S. Men’s players even tweeted out to their counterparts who wore the same jersey number. All over the country, people posted texts, images, videos all in support of a sport finally receiving the attention it deserves.

The USWNT unveiled the newest campaign before their first official game, with a special feature on Twitter. Flags appeared next to any tweet with either #SheBelieves or #USA. The Tweets stood out well on social media, especially since the flags were in the shape of a leaf – because the game was in Canada. The team did a fantastic job promoting the tournament throughout the run, and the country was united in showing their support.

Not to mention a series of badass pump-up videos leading up to every game.

Following the trophy presentation, Social Media continued to explode. The center of attention belonging to Abby Wambach, star forward. Immediately after the final whistle, Wambach ran to the stands to kiss her wife. A vine captured the moment and received 2.3 million views in a short period of time. It was a another great moment that social media spread in the wake of gay marriage being legalized nationwide.

Then came the parades.

The team went on a victory tour around the country, from L.A. to New York, and there was a parade in each one of them. Each one was captured on social media. Snapchat even had stories running at each parade, complete with views from the audience and the players. You were able to feel the excitement when Wambach hoisted the trophy in the midst of a confetti storm.

From the qualifying rounds to the celebration, the USWNT victory was documented on Social Media for the whole country to see.

Buzzfeed’s “Tasty” Deemed a Huge Social Win

By: Cody Ferguson

tasty

Internet media company, Buzzfeed has recently made giant waves in the world of social media. As if the social news and entertainment company doesn’t have enough of a following already, their brainchild campaign, “TASTY” has food lovers all over the world drooling from each mouth-watering video.

The social media micro-campaign launched in July of 2015 with a focus on providing short, relevant videos of food recipes. Since its’ beginning, the campaign has generated millions of views daily and even has its own Facebook page with over 37 million likes.

Buzzfeed’s “TASTY” was not created with ROI truly in mind but more so skyrocketing the Buzzfeed brand even higher than it already is. It’s fair to say that through the creation of this campaign, the media giant simply desired to build a larger audience and capture the attention of social users around the world. But how did Buzzfeed knock this one out of the ballpark?

Short, relevant content

The key to truly building an engaged audience via social media is to provide them with relevant content. Short, relevant content. This can be attributed to the campaign’s massive success. Each hyper-lapse video suits the average attention span of social media users resulting in a majority their videos running under two minutes in length.  taste-recipe

Relevancy is also a key reason for why this campaign has exploded in the digital world. But how can simple food recipes generate millions upon millions of social engagements?

I think it’s safe to say that most of you have turned to the Internet or social media specifically in search of a new recipe. In fact, instead of relying on family recipes, and cookbooks, over 50 percent of consumers are turning to Facebook and Twitter to learn about food. With the rise in social media, this statistic does not surprise many.

Campaign Logistics

Buzzfeed conducted this campaign with seamlessly smooth efforts. With the combination of key insights of 2015 social media trends and the available knowledge about Millennials and video content, this campaign was a success from the start. The surge of Facebook video autoplay, GIFS, Vine, and Snapchat all prove our urgency to absorb the content we’re interested in. By 2017, video will account for 69% of all Internet traffic. It’s safe to say that Buzzfeed is well ahead of the curve and only adds to the reasons why they knocked this one out of the park.

video-content

How could they improve?

I think this campaign has been executed flawlessly. It definitely will be tough to top TASTY in terms of future campaigns however, Buzzfeed has never failed to deliver top-notch content to their audience. They have shown a great example of how to truly build an engaged audience. What else could they do?

My only critique of this campaign is that I would like to see them continue to diversify their content. It’s great that they are present on each social channel including Vine, Twitter, Facebook, and Youtube. However, there comes a point in time when your audience desires and benefits from face-to-face interactions. I think they could hold a national conference devoted to all things food. Because they have harvested this enormous audience, a conference could easily generate thousands if not millions of dollars in revenue. However, I think this campaign will continue to grow and we can most likely expect some type of spinoff addressing the needs of another audience.

 

Sources:

Bold, C. (2012, March 05). Most People Discover Food Using Social Media and Food Blogs, New Study Says. Retrieved from http://www.thekitchn.com/most-people-now-get-recipes-from-social-media-food-blogs-new-study-says-food-news-167034

Cisco. (2015, May 27) Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper. Retrieved from http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html 

David, E. (2015, December 11). Top 10 Influential Social Media Campaigns of 2015. Retrieved from http://www.adherecreative.com/blog/top-10-influential-social-media-campaigns-of-2015

Gesenhues, A. (2015, November 20). Top 10 Video Creators in October: Buzzfeed Tasty Ranks No. 1 With 1.1 Billion Video Views. Retrieved from http://marketingland.com/top-10-video-creators-in-october-buzzfeed-tasty-ranks-no-1-earning-1-1-billion-video-views-152906

Marshall, B. (2015, December 14). Top Social Media Campaigns of 2015. Retrieved from http://socialdriver.com/2015/12/14/top-social-media-campaigns-of-2015/

 

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