@MisterMumble’s favouritesocial media campaigns of           2012
Nike:No surprises here - Nike, one of my favourite brands, didn’t need to sponsor the Olympics. Instead itran an outstandi...
Dollar Shave ClubMarch 2012 saw a new competitor enter the shaving market: an Australian brand which claimed tohave “f**ki...
Red Bull StratosPerhaps one of the most ambitious campaigns of all time. Stratos had me sitting on the edge of mycouch wat...
Heineken: One Like, One BalloonHeineken’s Brazilian office had some fun with its Facebook presence, blowing up a green bal...
Absolut InspireA slightly lesser-known campaign from the Swedish vodka brand.Absolut Inspire was the next step from Absolu...
Israel Anti-Drug AuthorityThe Israel Anti-Drug Authority launched a campaign toprevent the use of hard drugs among 18-24 y...
@SwedenTechnically this is a campaign which shouldn’t be featured, as it started inDecember 2011. However, it was during 2...
Grey Poupon: Society of Good TasteThis was a popular campaign in the Yomego office, and one for which I had to rely on oth...
Melbourne Metro – Dumb Ways To DieAustralias metro system saw a number of unfortunate accidents towards the end of last ye...
The best of the rest…
And a few that missed the mark…
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2012 social media campaigns

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Mark's look at some of the best social media campaigns from 2012. Not only does it feature some of the big names like Nike and Red Bull, but he's also looked at the likes of Melbourne Metro and Dollar Shave Club. He also names and shames a few who missed the mark.

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2012 social media campaigns

  1. 1. @MisterMumble’s favouritesocial media campaigns of 2012
  2. 2. Nike:No surprises here - Nike, one of my favourite brands, didn’t need to sponsor the Olympics. Instead itran an outstanding ambush campaign, avoiding LOCOG issues throughout.A new minimalistic ad was introduced each day, telling the story of an individual striving for greatness.Not an athlete, but an individual based in cities called London all over the world.The video of 12 year old Nathan Sorrell from London, Ohio has been viewed more than 1.5m times.The original ad, featuring Londons around the world, more than 5.3m times.Nike’s Facebook base grew by 166,718 during the Olympics – more than double the growth of Olympicsponsor Adidas, which netted 80,761 new fans.Tweets mentioning Nike and The Olympics surpassed 16,000, while Adidas narrowly exceeded 9,000.
  3. 3. Dollar Shave ClubMarch 2012 saw a new competitor enter the shaving market: an Australian brand which claimed tohave “f**king great” products.Its no-nonsense ad inviting users to leave the big brands behind and join the Dollar Shave Club hasbeen viewed more than 8.4m times.Within the first 48 hours from launch, 12,000 people had joined the club. Not bad for an ad that costless than $5k to make.The Dollar Shave Club currently has more than 65,000 Facebook likes and 22,000 Twitter followers.
  4. 4. Red Bull StratosPerhaps one of the most ambitious campaigns of all time. Stratos had me sitting on the edge of mycouch watching the jump on the news, with Red Bull’s live feed on my laptop.Felix Baumgartner broke numerous records, with 8 million people watching the live stream.The Red Bull YouTube channel attracted 87,801 new subscribers during the jump dates, compared to anaverage daily growth of 2,142 new subscribers per day .October 14th saw more than 900,000 interactions on the Red Bull Stratos Facebook page, while the RedBull official page was slightly less at 740,000.I also loved the Red Bull ‘Athlete Machine’ video, posted in November, which has more than 13m views.
  5. 5. Heineken: One Like, One BalloonHeineken’s Brazilian office had some fun with its Facebook presence, blowing up a green balloon everytime someone liked the Heineken Brazil page.“Um Like Um Balao” launched on 11th January andwas live for just one day.The end result: Thousands of likes and a room full ofBalloons. A quirky campaign but a great bit of fun fromthe beer of Bond.
  6. 6. Absolut InspireA slightly lesser-known campaign from the Swedish vodka brand.Absolut Inspire was the next step from Absolut’s Blank campaign, which saw bottles customised by artistsaround the world.Inspire used Google Maps to create an augmented reality street art app, “designed to create a new worldwithout creative limitations”.It let users of the app create street art on any building around the world. Below are a few great examples.
  7. 7. Israel Anti-Drug AuthorityThe Israel Anti-Drug Authority launched a campaign toprevent the use of hard drugs among 18-24 year olds.The campaign made great use of Facebook’s Timelinefeature – both the campaign and Timeline launched inJanuary.The Anti-Drugs Authority introduced Adam Barak, thecharacter who’s life we would follow in a split-screenlayout. The left, his life on drugs, and the right, his lifewithout.Not only did the campaign generate awareness in Israel, itreceived worldwide press, with “hundreds of thousands”of tweets, shares and likes generated on Facebook andTwitter.
  8. 8. @SwedenTechnically this is a campaign which shouldn’t be featured, as it started inDecember 2011. However, it was during 2012 that it really gathered momentum, so I wanted totake a look at it.Sweden was the first country in the world to hand over its national official Twitter account to itsresidents. The account features a new user every week, with the target of them sharingrecommendations and opinions. However, some featured residents took a very different route.While some stuck to the brief, others used it as a way of promoting their own work, sharing their rantsand generally mocking others. Was this a bad thing though?When the campaign launched, @Sweden had 5,000 followers. Today it has more than 65k followersand has won several awards.It has been an innovative campaign which has been very controversial at times, but despite this it hasattracted followers from around the world, graced the likes of New York Times and Mashable, whilealso inspiring accounts like @WeAreAustralia, @PeopleOfTheUk and @TweetweekUSA.
  9. 9. Grey Poupon: Society of Good TasteThis was a popular campaign in the Yomego office, and one for which I had to rely on others to see the‘behind the scenes’ content.Would-be fans of Grey Poupon had their Facebook profile checked to see “whether their proper use ofgrammar, taste in art, restaurant check-ins, books read and movies selected combine for a score highenough to merit membership in the Grey Poupon ‘Society of Good Taste.’” (I didn’t make the cut)While brands are racing to expand their followers, Grey Poupon was doing the opposite, looking toselect key influencers and those who they feel will engage with the page more often. The campaignattracted worldwide coverage and accepted just 38,836 members to its society.
  10. 10. Melbourne Metro – Dumb Ways To DieAustralias metro system saw a number of unfortunate accidents towards the end of last year, sodecided to use social to raise awareness to the dangers at rail lines.The fun and catchy ad, featuring a series of jelly-bean characters dying in daft ways, went viral and wasviewed 26.6m times in a week. It has now been viewed more than 38m times (that’s more than theentire Australian population).The campaign works so well; it features a catchy song, its not personal or location-specific and its veryfunny. All of which is quite surprising for a rail safety campaign.The song is available for download on iTunes and the campaign extends to Tumblr and an interactivesite (below), while it will also be rolled out across Australia in the near future.
  11. 11. The best of the rest…
  12. 12. And a few that missed the mark…

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