The most important question to ask before starting your social media marketing campaigns….
What do you want to achieve?
It doesn’t have to be “more sales”. It can be increased website traffic, or improving overall brand awareness. Once you’ve answered this question, you can start building your campaign. That’s where you can get creative! Social media is so versatile that you can give information, post exclusive videos and captivating photos in an instant. Using this wide array of tools, you can take your campaigns to your target audience (or the world if you prefer). The next stumbling block is coming up with ideas. So, we thought we’d present a couple of successful examples to help you get those cogs turning.
CASE STUDY: DEADPOOL
Marvel’s 2016 film Deadpool made over $300 million in the first weekend. This was thanks – in large part – to the social media marketing campaign the producers ran. It was impossible to miss the wicked marketing strategies, like crude video clips and crass teasers. There was even a fabricated twitter feud between Deadpool and Wolverine. And the Tinder Profile…. We’re not quite sure what happened to those who swiped right but it made for some of the most intriguing, unpredictable, and effective social media marketing ever.
WHY IT WORKED
It did something differently. It looked at how people were advertising films and mocked it, subverted it, and opened up new channels (Tinder, for instance). It aimed to take people by surprise– unexpected places, unexpected messages. It generated interested which generated bums on seats in theatres. That’s no mean feat in the Netflix age!
CASE STUDY: NASA
Using a completely different tactic, we have NASA.
With their #AYearInSpace project (literally) millions of spectators followed the adventures of Astronaut Scott Kelly as he spent (you guessed it) a year in space. The project was designed to study and show what happens to a human body in space This was especially compelling for spectators, with the knowledge that Kelly had an identical twin brother, Mark. Mark, in case you were wondering, stayed on Earth, allowing NASA to study the changes after Scott’s return. But the campaign was designed to bring the human element to the forefront, rather than the nitty gritty of the biology study.
WHY IT WORKED
Most people don’t understand the mechanics of sending humans to space. But they do understand people. And they understand social media. NASA increased their engagement by humanising their work through YouTube, Snapchat, Facebook, and by making one person the mouthpiece. Scott Kelly had a compelling story to tell, and it captivated audiences worldwide.
That’s science, but it’s not rocket science. Perhaps your brand can’t send someone to space, but they can learn from both these examples. Whether it’s about humanising your brand or bringing it into an unexpected new space, social media’s power should never be underestimated. You could find yourself with a new, global audience. Or maybe a bucketload of new customers.
If you’re still unsure of what shape your campaigns should take, we’d love to work with you. Ideas, management, and tracking success are our fields of expertise. So, if you’re looking to start the next viral social media campaign, make that first step– fill in the form below.