Social media marketing campaigns are more important than ever, especially in 2021.
By Harris survey In a survey conducted in 2021, 43% of consumers used social media to find new brands and 36% used social media to buy products or services. This number will only increase as the use of social media increases.
In 2020, when many consumers stayed home, brands had to redouble their efforts to communicate and interact with them online. As a result, several innovative campaigns were produced using different strategies. Here are some of the best examples of social media from 2020.
User Generated Content (UGC)
Using user-generated content the marketing strategy is not new. It’s about how you use it in a social media marketing campaign that differentiates brands from others.
Today’s smartphone cameras have clearly exceeded the scores that some of us may still have hidden in the back of the closet. Every year, smartphone cameras get fresh updates on accuracy, lenses, sensors and more. While many people may use their smartphone camera for selfies and food photography, both amateur and professional photographers know the importance of a good camera.
Apple’s “Shot on iPhone” the campaign began as a simple UGC campaign challenge that took photos of iPhone users, shared them in the brand’s social media feeds, and used a few assorted billboards worldwide.
So when real users produced amazing photos and videos, the resulting content made the quality of the iPhone camera much more convincing to others. The campaign currently has 20 million posts on Instagram alone and is still running.
Zoom: Virtual background
It’s safe to say that “Zoom” became a home name in 2020. It became synonymous with video conferencing, even if the product used wasn’t actually Zoom. Because many people were thrown into the novel work at home situation, many backgrounds were less than ideal. From kids running into a messy living room, to an awkward view from your bed, a virtual background became important to many people.
Wire broadcasts to the Virtual Background Awards! Competition for the era of distance. 🏆💻
We are impressed, amused and confused.
Starting at “Me & My Husky” @narze. RuTru technical talent. Cute puppies.
– Virtual Background Awards (@ZoomWinning) March 20, 2020
Zoom took advantage of the situation. They organized competitions that encouraged users to create and share their fun and unique virtual backgrounds. Zoom made a separate landing page for the competition entries and a separate Twitter account documenting some of the best. Through a fun campaign, Zoom also taught its users the virtual background feature and got them excited about using the software.
Share your core values with customers
While traditional business advice has been said not to be involved in politics or strong opinions, recent data shows it may be worth it. Our recent #BrandsGetReal research data shows this 70% of consumers I believe it is important for signs to take a public stance on social and political issues. The following example of a social media campaign illustrates the core value of a company.
Starbucks’ #WhatsYourName UK campaign inspired by transgender customers who shared stories of trying their name in the coffee chain. In the video scene is James, who has repeatedly died in various situations. When a Starbucks barman asks for his name, he announces it and writes it in the cup.
In addition to the video, Starbucks also partnered with Mermaids, a nonprofit organization that supports gender-dispensed children and their families. The company donated a limited amount of Mermaids cookie proceeds to the organization and exceeded their fundraising target of $ 100,000. #WhatsYourName won several awards and showed how successful a social media marketing campaign could be when it reflects a company’s core value.
Everyone loves a good challenge, and 2020 was to put them mildly. Many of the challenges or ideas in social media come from the users themselves and some from the brands. What also helped the flow of challenges was The rise in popularity of TikTok. The platform, which became popular on the basis of its ability to interact with others, quickly fed many of the challenges and memes that spread to other platforms.
The #PlayWithPringles campaign began in Europe and was built on existing TikTok content. Because the brand saw content already created by TikTok users on their cans, they created a challenge to turn it into a brand campaign. Utilizing TikTok Creators and the platform affect culture, Pringles encouraged a creative video around his iconic cans. After posting the original authors, the challenge evolved organically with more and more content.
@ karna.valBandits, go have fun! Take part in the challenge #PlayWithPringles ! Follow the hashtag, win great prizes: headphones, Xbox and iPhone 12! 🖤♬ Play Pringles – Pringles
The result of the campaign was only after five months over a billion views in over 278 million videos. Entries received an average of 13% engagement, one of the platform’s most successful social media campaigns.
Getty Museum: #GettyMuseumChallenge
Because museums were closed to the public for a long time in 2020, they had to be creative about how to get Followers and patrons involved. The Getty Museum took advantage of home-staying orders, often considering their protection for families in need of things. They asked people to create any work of art with everything they had at their disposal. The result was an entertaining series of imaginative recreation.
We challenge you to create a work of art with objects (and people) in your home.
🥇 Select your favorite image
Find three things that lie around your house
🥉 Re-create a work of art with these objects
And share with us. pic.twitter.com/9BNq35HY2V
– Getty (@GettyMuseum) March 25, 2020
The museum received a lot of feedback, but in addition to that, the museum was able to contact its followers and train them in the works of art on display as well. It also took some time for those who resort to their place, which is a win-win for everyone.
Who doesn’t want to see a fluffy dog playing or sea otters having fun? Cute animals, whether wild or domesticated, usually cause an immediate feeling of “aw” and feelings of happiness. Emotional marketing is a tactic used in marketing and is used in many social media campaigns.
Shedd Aquarium: #WheresWellington
The Shedd Aquarium, which has also been closed to the public for most of 2020, found itself in the absence of penguins from their usual interactions with visitors. Even though the aquarium was closed to the public, the staff still had to take care of the animals, so they started taking the penguins on tour around the museum.
#WheresWellington In the campaign, the Wellington penguin roamed the aquarium hall. After each documented search, Followers learn about the different habitats, animals, and exhibits in the aquarium. In addition, a small dose of pure luck from a penguin certainly lifted the mood in mid-2020.
For the big football game in February, Google created a video demonstrating the use of Google Assistant. It featured an older gentleman who asked Google Assistant for memories of his late wife, cycling with slides and videos on screen.
Video ranked first in one company’s analysis of that day’s ads. Nearly half (49%) of users had a strong emotional reaction while watching the video. Compared to the average ad, it made people smile twice, four times more heartwarming and 12 times sadder. The purchase target after viewing was 46%, higher than the US norm.
A fresh perspective
Using the surprise element is a marketing tactic, but it can be difficult to fix because consumers have seen so much these days. To get ideas for this strategy, try to hear new perspectives from outside the marketing department social media content.
When National Cowboy and Western Heritage MuseumThe marketing department found itself working from home, and it became a challenge to acquire content from the museum. They handed over the reins of social media to their security manager, Tim Tiller, who started the accounts.
Hi, my name is Tim and I am the Cowboy Security Manager. I have been asked to take on an additional responsibility for social media management while the museum is closed. I’m new here, but excited. My team will continue to protect and oversee the museum. Thanks, Tim Send pic.twitter.com/bPiXD9DoAd
– Nat’l Cowboy Museum (@ncwhm) March 17, 2020
Seth in Marketing said people would like me to take photos of our Selfie stations in Cowboy magazine. Here is one from the Rodeo Gallery. Have! Thanks, Tim pic.twitter.com/QrRLuTqBIy
– Nat’l Cowboy Museum (@ncwhm) March 19, 2020
I didn’t get the Selfie Station picture quite right. I realize it now. This is Warhol and West Selfie Station until May 10, 2020. Thanks, Tim pic.twitter.com/lDVd8GaIXs
– Nat’l Cowboy Museum (@ncwhm) March 19, 2020
Social media can seem like well-filtered brands. Everything is designed despite the desire to express authenticity. So when the museum began tweeting handcuffed ideas and photographs of objects, it was a refreshing change. People supported Tim and the museum saw astronomical growth. Prior to Tim’s takeover, it had less than 10,000 followers on Twitter. Today it has more than 279 thousand followers.
It’s no secret that companies gather information about their users to better improve their experience and products. The more you use the app, the more they know about you. And while most companies retain information to provide personal input, others go even further and give you a year-end summary.
Spotify: 2020 Wrapped
Spotify, a music streaming company, is over 345 million monthly active users global. Each year, they publish a year-end personal summary of all the music listened to until then.
Each user’s wrapped summary includes graphics that are instantly shareable and ready for social media. But Spotify’s campaign didn’t start or end there. The wrapped experience included quizzes, slides, videos, and customized playlists. Sharing colorful graphics, especially if any of the information came as a surprise, improved the marketing campaign and attracted users.
Hopefully some of these creative examples of social media campaigns made the wheels turn their own. Many of these campaigns have a hashtag on multiple platforms. As these campaigns grow large, it can be difficult to track all the entries. Use social listening tool like Sprout helps keep marketing hashtags content in one place, giving you time to manage your campaign.
If you have an idea down, but you’re not implementing it, check out our guide how to create a winning social marketing strategy.