Social media – when executed well – offers a compelling and direct way for companies to tell their story, creating a unique bond with their audience, writes Will Dann.
But the need for social content that is eye-catching, on brand and – importantly – engaging can be a difficult challenge to overcome. Here’s what three big brands are doing on social media that have grabbed our attention.
Domino’s is always on the hunt for the next tech-innovation to use in their social media campaigns. This cutting-edge approach helps them stay on top and build engagement with ‘Millennial’ pizza lovers.
Emojis are becoming part of every-day conversation, and social-savvy audiences love them because of their fun and simplicity. The majority of Domino’s target customers are from a younger generation so the company quickly adopted emojis into its social strategy.
What worked especially well for Domino’s was the gimmick allowing young pizza lovers to order via Twitter; all you have to do is Tweet: ‘#easyorder’ or use the pizza emoji.
Earlier this year, Dominos was officially crowned ‘the largest pizza company in the world’. Its use of digital platforms to engage with their customers and enabling them to order pizzas via social media has undoubtedly helped them rise.
Cookie brand Oreo publishes engaging and relevant content every single day, without fail. Its online presence is consistently good, and it’s no surprise that the brand has over 40 million likes on Facebook, more than 800,000 followers on Twitter and 2.5 million on Instagram.
Let’s take its on-going campaign, launched on Halloween, as a prime example of its creativity; Oreo created a series of short videos, as part of the ‘Daily Twist Campaign’ featuring parodies of classic horror films, with its signature cookies made into Halloween characters. The videos are popular, engaging and have captured the attention of audiences into the millions.
Dove is no longer just a soap brand. The company has elevated itself to near social-warrior status as it embarked on a wide-spread campaign calling on women world-wide to ‘love the skin you’re in’. Favouring real-life ambassadors over traditional models, Dove’s barrier-breaking campaigns have become increasingly popular and have ensured the brand now stands apart from its competitors.
The content it creates for social media aims to undermine the pressures felt by women in achieving an ideal body type. Through the use of clean images and bare-faced photos, Dove challenges its audience to buck the trends of social media, utilising its concept of self-care through social taglines ‘#NoLikesNeeded’ or ‘BeReal’.
Since 2004, Dove’s campaigns have been supporting its overarching ambition of building self-esteem in women. By 2020, Dove estimates that it will have helped 40 million through social media and educational programs.