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Best campaigns overview 2015

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Best campaigns overview 2015

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Best campaigns overview 2015

  1. 1. Best social media campaigns overview 2015
  2. 2. Heinz ABOUT Heinz has rolled out its Get Well Soup campaign for the fifth year running, so Facebook users are able to purchase a can of personalised soup from the Heinz fan page. There are a limited number of cans available each day and with each purchase Heinz will give £1 to charity. Personalised products are hugely popular (as we’ve seen with the Coca-Cola cans) and as this is the fifth year Heinz has run this initiative it clearly sees good results. http://www.thedrum.com/news/2015/01/10/heinz-s-get-well-soup- campaign-returns-5th-year 2015
  3. 3. Adidas ABOUT Football is a sport that generates a large amount of vitriol and hatred, and social media has given people a handy channel through which to vent their fury. Adidas is making light of this in a new social campaign based around the slogan #ThereWillBeHaters. It features Luis Suarez, Gareth Bale, James Rodriguez and Karim Benzema, giving an over-the-top depiction of their daily lives. THE RESULTS Within a month, the ad has notched up over 15 million YouTube views. http://www.thedrum.com/news/2015/01/10/heinz-s-get-well-soup- campaign-returns-5th-year http://www.digitaltrainingacademy. com/casestudies/2015/02/adidas_controversial_haters_ad_gets_15 m_views_on_first_day.php 2015
  4. 4. Hewlett-Packard (HP) ABOUT HP has followed up on their highly successful 2014 #BendTheRules campaign and have taken transmedia to another level on Vine, Twitter, and TV. Using Vine Stars, they have created content around the use of their products, transcending social media networks and interacting with consumers on multiple mediums. In the 2015 edition, content creators are Going Epic and are given big budgets to pull off stunts, ranging from monster truck trick shots to being set on fire to breaking through glass. The idea was to find creative people in social media, particularly vine-ographers, give them the machine and invite them to be creative with it in six seconds. The reason this social media campaign works is that it speaks to its desired audience as part of HP’s recent focus on revamping its brand to attract a younger demographic. Another reason it was so effective was it used influencers within its campaign to do the influencing for them. 2015
  5. 5. World Wildlife Fund (WWF) ABOUT As one of the winners of the 2015 Webby Awards, the Snapchat campaign for the World Wildlife Fund (WWF) pulled on the heartstrings of animal lovers everywhere. WWF used the idea that selfies disappear off Snapchat after 10 seconds to illustrate the disappearance of endangered species around the world. The result was worldwide branding and sharing that led to increased donations for the month in only a matter of days. According to Tuba Ugur, Communications Officer for WWF, The urgency to act and Snapchat’s dynamic were the perfect match to disseminate our message for species. The continuity of our conservation work is vital for success. For this to happen, we have to clearly and creatively explained our reason for existence to current and prospect supporters. Millennials are targeted for this campaign and that’s why we chose to use Snapchat, which is mostly used by them. http://www.justforthis.com/ 2015
  6. 6. VisitBritain ABOUT VisitBritain, the official tourist board of Great Britain, created a Tumblr page last year that promoted a range of things to see and do across the country via animated gifs, images and original content. The content was distributed through Tumblr Sponsored Posts and native ads within Yahoo's content streams and digital magazines. THE RESULTS Organic interactions (such as likes, re-blogs or follows) with VisitBritain’s content doubled in the first month, with blog impressions tripling in comparison to the month prior. The campaign garnered 15m impressions and over 200.000 organic interactions over a three-week period. Earned media helped spread the word about what travellers can experience in Great Britain and helped reduce the cost of the campaign by 40%. 2015
  7. 7. The Dress ABOUT Remember all that hullabaloo around the dress? Was it black and blue? Was it white and gold? Well the Salvation Army tried to make something worthwhile from that massive waste of everyone’s time. It used the hashtag to highlight the fact that one in six women are victims of domestic violence, asking Why is it so hard to see black and blue? 2015
  8. 8. Samsung ABOUT Samsung has revealed that its #StandTall campaign generated 45.000 interactions for the Prince’s Trust Celebrate Success Awards. The campaign aimed to drive awareness of the stories behind the young people being honored at the awards. Content was posted across Samsung’s various digital and social channels, as well as a dedicated page on its website that featured videos of the finalists. THE RESULTS Overall the campaign generated: 681,217 impressions. 7% engagement rate versus a benchmark of 1.5%. The cost per engagement was 7p, versus a predicted benchmark of 50p. 2015

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