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Here is a snapshot of the most relevant trends covered in our latest report - Some great thought starters to consider for your marketing strategies as Vietnam goes into its biggest lockdown so far.
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What does ice-cream, kittens and high-diving all have in common? We love to be inspired by best in class social media campaigns from around the world, our team have cherry picked our top 7 examples to help inspire your next one.
1. Ben & Jerry’s ice cream activism
Ben & Jerrys are know for turning their customers into activates. Leading the way with motivational social activism and content to drive the point home.
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
Beer brand Kingfisher is running a social media campaign to help encourage consumers back into restaurants. The “Curry Comeback” campaign includes a competition for one consumer and 50 of their friends to receive a reunion party at a local curry house with free food, entertainment and of course a Kingfisher beer.
3. Always #LikeAGirl Campaign
They started by asking 'people' what it means to them to 'run like a girl' and what we saw was a stereotype response...
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
This small independent ice-cream business launched 'Jeni’s Everything Bagel ice cream' via https://jenis.com/
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
Red Bull is a masterful brand when it comes to social activation. The cliff diving initiative is one to be admired when it comes to generating rich content for the brand to associate with.
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
Another powerful insight baked into a topical and truthful campaign idea.
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
There is one thing the internet loves more than anything... cats!
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:
If you liked this article, you might be interested in HOW TO PLAN A SOCIAL MEDIA MARKETING CAMPAIGN, STEP BY STEP.
If you didn't have time to sit through all the keynote's at Google I/O, above is a 16 mins highlight reel thus far, we have also shared a short summary of the headlines below.
Google I/O 2021. The consistent message across all product updates is centred around a more contextual experience and personalisation for their users.
Advance developments in language understanding (AI) voice and ML technology, pushing the boundaries of allowing users to have a more empathetic conversation with a chatbot and highlighting the power of ML.
Advancements in Chrome aggregating shopping basket data to your homepage. Google lens helps find products from any photo by scanning and using organic search results to help you shop.
Improved IA features to allow better user experience and navigation of users content, advanced image recognition and grouping of content. (Little patterns).
More detailed and contextual information served to the users. i.e: Coffee shops displayed in the morning, restaurants in the evening. Disability filters and deeper considerations to help users travel more effectively. 0ver 100 new AI filters!
Material design / You
Personalisation is the key takeaway, users will be able to change the colour of their apps and background, more intuitive design interface to compliment the users interactions with Google Pixel. Integration of a privacy dashboard to make it easer and quicker for users to manage their own data.
Digital car keys
Android 12 make headway in this space, allowing users to unlock and start their car using their phone, as well as share with friends for access.
To improve accuracy and image quality the new Android has a powerful upgrade to ensure the user see the best image of them selfs when taking pictures on their phone.
Project star line
Addressing the challenge of everyone being kept apart (covid) Google is building a high processing 3D model maker, to allow a deeper experience for people to connect remotely. The advanced tech will allow the users to feel more like they are sat in the room with someone, tracking individual movements and pushing out in 3D, and even allowing for remote eye contact.
This article will outline the considerations needed to setting out a successful social media marketing campaign. If you are a CMO to a digital marketing exec, then this should prove useful.
What is a social media campaign
A social media campaign is where a brand or an individual posts regular content (via social channels) about a particular topic, subject, opinion or product. Typically with the objective to raise awareness of a brand / product, a movement or to increase an individual status.
Social media platforms are the greatest thing that have been introduced to generation Z, and undoubtedly they are making the most out of these social networking sites. Not only are these sites a source of entertainment and communication, but they have now also become the source of income for many individuals, and a source of marketing for many brands.
90% of consumers say user-generated content influences their buying decisions more than promotional emails, and even search engine results.
What tool kits can I use
There are some great apps that you can plug into social to help with content creation / ideation / dynamic automation.
Check these out:
Zapier for connecting and automating your social channels and content
Linkport for Linkedin to CRM tools
Zopto for linkedin automation
Inflo.ai for aggregating content and writing SEO articles
Sked social - Drag & drop to visualise your Instagram grid
Planning a social media campaign
The trick to a successful social media campaign is all in the planing. Further down in this article we talk more specifically about drafting a social media campaign calendar.
Businesses active on social media are typically trying to achieve more sales, but they would benefit from working backwards from that point in order to help shape the strategy: what is it they can get from social media that will lead to sales further down the line?
Identify your audience and channels
If the content is accurate and designed with your audience in mind, then a marketing campaign is sure to succeed. On the other hand, failure to learn about your audience will result in a disastrous marketing campaign. Therefore, before you get started and begin creating content for your social media, don’t forget to learn everything about your audience.
Start by writing down your client / audience profile, some questions to consider:
Planning your content
Your content should reflect the key interests of your demographic audience. If you are looking for your brand to resonate with a younger audience, and an identified interest of this audience was fashion, it would therefore be poignant to create content talking around a key fashion event. This would help to draw attention from the group about a key "shared" topic of interest, and by proxy brings attention back to your brand, engaging in an otherwise potentially missed audience.
AR Filters to Live streaming
Furthermore, when planning how to create your content, consider what media you talk through to reach your target audience. Whether you choose to create an instagram post, reel or story - it is important that the content you share is told in the right way. Key features in social network channels can be utilised, such as AR filters, live streaming, highlights and sound and these should be a consideration of the creative process.
Craft a content calendar
You can start by fairly quickly mapping out a content calendar, months across the top and channels down the side.
Identify key dates that resonate with your audience As important as it is to stay topical and relevant to current affaires. It's a great idea to plot any key dates / months that the audience will be particularly interested in. e.g. Xmas / Black Friday / Mothers day (dates that also cross over with your brand).
Begin to populate with themed ideas (topics of interest) to share and talk about. Plot out the volume of content per channel.
In conclusion - the key to a successful social media marketing campaign is:
Polar London are delighted to share that we are now working with the Harvey Nash Group here in the UK. Supporting their continued global brand strategy!
The Harvey Nash Group is a global professional services organisation with three key areas of focus: Technology recruitment, IT solutions and Leadership services.
What does it really mean to represent a Healthy. Happy. Digital agency. And how can we really make a difference with brands that we aspire to work with. This is a huge topic and one that captures and inspires the cultural principles we aim to build upon.
Resilience and diversity. This is a really powerful topic for agencies, brands and even countries. Being able to choose to focus on 'good' can go a long long way, being and feeling represented in society can really impact how we feel and change the actions we choose to take.
But these are just words that we chose to share, understanding the impact individuals can make, small changes that move us all towards a healthy, happier place inspires us all to do more good!
This is a very powerful piece of content from Dr Lucy Hone who is a leading expert on resilience. It's worth a watch if you have 5mins and are interested in any of the above.
#diversity #leadership #culture
Alex Birch, Founder and Production Director of Polar London answers the question - Why do you love what you do?
'I started Polar London by simply bringing together the most talented people that I love to work with from anywhere in the world. Ironically Covid 19 accelerated our growth as it shone a light on how a new era of bespoke built agencies can work.
I have attempted to answer why I love what I do in under 30 seconds.
We love to play in the world of social content and best in class digital creativity, our team pulled together our top 5 inspirational, cool, interesting, new tech, engaging - social posts.
Some amazing quick wins and disruptive thumb stopping ideas. We saved the best until last, keep scrolling, it keeps getting better!
Awesome choreography mashed up with some basic visual rotoscoping.
Great glitch style animation sequence.
Simple stop motion from Dunkin on Instagram.
Outstanding kinetic animation style using typography and illustration at its best.
Saving our favourite until last - This TikTok video is awesome...
Some great inspirational content here and there is loads more where that came from!
Polar London are launching our own experimental initiative with some amazing creative talent in the background... Watch this space and keep tuned.
Alex Birch, Founder of Polar and Senior production director