1. Ben & Jerry’s ice cream activism
The ice cream maker does not shy away from controversial subjects and emphasises education and action to make a difference in the world.
In one particular campaign Ben & Jerry’s debuted “Save our Swirled,” a flavour advocating for climate change reform, in 2015. To launch the flavour, Ben & Jerry’s partnered with Tesla Motors, a clean-energy vehicle producer, to launch a U.S. tour to bring climate action to peoples’ doorsteps.
2. The “Curry Comeback” - Kingfisher social campaign
3. Always #LikeAGirl Campaign
Now for the cleaver part: They then asked the same question to young girls - who showed what it really meant to run life a girl! The strength in this campaign is the truth & insight that it strikes back to the audience.
A powerful message that was deserving of a viral - social impact.
4. Jeni’s - Everything Bagel ice cream
What’s better than a food item that sounds gross but actually tastes delicious?
Jeni’s Everything Bagel ice cream delivered in the brand’s creative campaign to launch the unique flavour. Sending pints to top social media influencers and every news outlet going. The flavour plays off the current popularity of Trader Joe’s’ “Everything but the Bagel” seasoning, which is a staple in many millennial and Gen Z kitchens.
Consumers could watch their favourite food influencers try the sweet treat, but they had to wait to get their own hands on the ice cream which sold out in mins.
5. Red Bull - Cliff diving
It hosts a variety of events for extreme athletes across the world, including skydivers, skiers, snowboarders, cyclists, and climbers. However, unique to the brand are its cliff diving competitions. The event’s Instagram account, which boasts over 100k followers, is dedicated to reposted content from Red Bull athletes and original coverage of competitions. Each post receives thousands of views and likes.
Getting the sporting hero's to post via on their own channels continue to grow their exposure. Well played Red Bull!
6. Starbucks - #WhatsYourName
Starbucks welcomes you, whoever you are and whomever you want to be. Starbucks #whatsyourname campaign celebrates this signature act and the significance it can have for some transgender and gender diverse people as they use their new name in public.
The advert was inspired by real life experiences of people who were transitioning. We discovered that they found Starbucks stores to be a safe space, where their new name was accepted, and they could be recognised as who they are.
7. Friskies and BuzzFeed: Dear Kitten
This campaign captures the audience into hero'ing an older cat mentoring a younger kitten. The original 3min video was broken down into bite size social content, shared and loved my thousands of internet cat lovers!
So there you have it, in conclusion to what this tells us about how to launch a successful social media campaign:
- Be topical and culturally sensitive
- Consider your audience and what inspires and engages them
- Empathy carries an idea along way
- Be bold
- Don't be afraid to standout
If you liked this article, you might be interested in HOW TO PLAN A SOCIAL MEDIA MARKETING CAMPAIGN, STEP BY STEP.