In August 2012, Facebook disclosed that it had 901 million users and that it would be more than likely to pass the 1 billion mark before the year was out. Social media is now an integral part of modern society and far from solely being used as a tool to seek out old friends, find a date or share interests on forums, social media is now a leading component of marketing.
The concept of social media marketing is now imprinted into mainstream marketing trends and strategies, with almost all over the top brands worldwide utilising social media in one way or another.
Asides engaging with a prolific online audience by joining the consistently mounting Facebook network, savvy retailers and big-name brands are tuning into the unique marketing platform, ShopSocially. From providing a suite of social apps to enable retailers to embed into marketing campaigns, on their Facebook page, or on their website, to enabling customers to upload photos of themselves with a favourite product onto Facebook, check out the some of the most effective social marketing Facebook campaigns to date.
The international doughnut and coffee retailer, Dunkin Donuts, launched a highly effective and memorable Facebook marketing campaign to promote the launch of their Coolatta drinks. The innovative social media marketing strategy involved Dunkin Donut Facebook fans that uploaded a photo of themselves with a Coolatta drink being entered into a raffle with daily giveaways.
This fun combination uploading images in exchange of the chance of winning a prize was warmly received and the campaign increased Dunkin Donut’s brand recognition, ultimately encouraging people to buy Coolatta drinks.
The Kohl department store did a fine job in exploiting social media marketing tactics when the company gave away $10 million to schools across the U.S. This remarkable Facebook campaign involved Kohl fans voting on what schools received the money. The 20 schools with the most number of votes were given $500,000. According to online marketing expert Jeff Bullas, the winning schools in the campaign scored more than 100,000 votes each, exposing the popularity of the promotion and Kohl’s Facebook page soared to having more than 1 million fans.
The Ford Explorer
From a computing conglomerate endorsing its products via social media strategies to an independent furniture company promoting a home theatre sale, retailers that win are increasingly employing innovative approaches on Facebook to increase brand and product recognition. One such savvy social marketing technique was timely executed by no other than Ford. Being the innovators of the modern economic and social system based on mass production, the car manufacturing giant is certainly no stranger to pioneering originality and advancements. In 2010 Ford moved up a gear in progressing social media promotional strategies by teasingly releasing snippets of information about the new Ford Explorer 2011 on Facebook. This was, reportedly, the first time that a car manufacturer had ever disclosed a new car via the internet and not at an auto show. Creating an even greater flurry of excitement towards its new model, the savvy Ford markting team randomly selected one Facebook fan to win a free Ford Explorer.
The age-old cereal retailers may have an unfaltering following of loyal fans but that has not stopped the cereal manufacturers to move with the times and utilise the internet and social media marketing. Prior to launching an auspiciously positive new resource website that enables healthcare professionals to research the benefits of fibre, Kellogg’s teamed up with Feeding America and co-created the Kellogg Care Facebook page. Using Facebook in a benevolent fashion to raise nutritional awareness and to particularly educate a younger audience, Kellogg’s received a sharp increase in traffic to its Facebook page and a significant rise in fans.
Recognising the success of the Coolatta beverages social media marketing campaign of involving consumers directly with a brand by encouraging them to post photos of themselves with a product of Facebook, Coruna employed a similar tactic. Coruna however, engaged an even more tactical approach by launching the campaign across different forms of media. From Corona Light billboards plastered across America to Coruna Facebook fans being rewarded for being a fan by seeing their picture up in the bright lights of New York City’s Time Square, Coruna’s interactive cross-media campaign irrefutably contributed in Coruna’s aim, to become the “Most Liked Beer in America.”
- Eve Johnston.