Social media has revolutionised the way people communicate and socialise. Twitter, Facebook, Instagram, Snapchat plus an ever-growing array of new platforms, have also proven a great tool for businesses to engage with individuals and complement more traditional PR channels such as press releases and product launches, writes Will Dann.
Let’s face it, hunger for content that is different and grabs the attention is increasing every day. Brands are looking for a story that will create a bond with their audience. Harnessing the power of this in PR means that when you land a story at the right time, the entire world can start sharing your content.
Here are some examples of my recent favourite social media campaigns:
Red Bull – Summer Edition
The goal of Red Bull’s Instagram campaign was based on boosting awareness and sales of their tropical flavoured “Summer Edition” energy drink for the Australian market.
With a firm focus on simplicity and brand building, Red Bull paved the way for the full campaign with a promotional teaser just before the summer hit. To get audiences to engage with the new-look, they incorporated yellow filters across a range of images and videos portraying typical summer days. These were pushed out across its Instagram and Twitter accounts and resulted in the brand being twice as likely to be associated with the #thissummer hashtag as any of its nearest competitors.
Salt Bae – Nusret Gökçe
Everybody loves food – and if you’re a meat eater, it’s likely that you’re a big fan of grilled meats.
The owner of a now thriving chain of Turkish steak houses, Chef Nusret Gökçe, went viral with his Salt Bae social campaign. Through sharing videos of him preparing and cooking different meats on his Instagram page and using an accompanying hashtag, he sparked the imagination of followers, earning him fame and shining a light on his restaurant chain.
By choosing Instagram, an inherently visual social media platform to first launch the campaign, he quickly gained traction, propelling him and his restaurants to almost instantaneous viral success.
Pedigree – Life-O-Graph
It’s not just young, new brands that are breaking the web – traditional brands are exploring the digital space in order to broaden their appeal. ‘Old-fashioned’ brewer Marston’s Pedigree probably didn’t have a particularly attraction amongst younger consumers. However, the brand was inspired by two brothers who gained 2013 social media fame by recreating their baby photos. Marston’s produced an app that tapped into the nostalgia theme, and allowed users to recreate old pictures to compare how they had changed over the years. These branded ‘Life-O-Graphs’ were shared on Facebook in a successful example of how companies are harnessing the power of memes for social marketing.