For any form of online marketing campaign to be considered successful, it goes without saying that it needs to have been shared, viewed, commented on, liked and retweeted as many times, and by as many people as possible.
In the increasingly crowded social media realm, however, where both everyday users and businesses create and exchange daily content in mind-boggling volumes, becoming noticed is more difficult than ever.
Considering this, B2C/B2B marketing strategist Sonny Ganguly says the most popular social media campaigns always start with a “carefully developed plan”.
“This plan should be specific to your campaign, but it should also fit into your overall social media strategy – meaning that your goals should not conflict, and the campaign should be a good continuation of your brand’s existing social voice and style,” he writes in a feature article on the Marketing Land website.
“Unless you’re a major brand with millions of loyal followers, your social media campaign (also) likely needs help from other marketing channels to achieve your desired results,” Ganguly says.
As well as taking a multi-channel approach, for it to really take off, the essence of any campaign – must also be unique. It's as plain and simple as that.
Take Heineken's “Run With It” campaign, for example, which has been widely touted as one of the best uses of social media for 2015 (it was rewarded accordingly at the 2015 Mashies in November, in fact).
This clever concept involved the deliberate 'leak' of notorious Irish rugby icon Neil Back's mobile phone number on Twitter.
Random members of the public, who cheekily took the opportunity to text Neil's number, were then lured into pretending they were journalists on the basis of being given free tickets to the European Rugby Champions Cup semi final.
Those who decided to “run with it” attended a fake press conference in order to collect the tickets, and several confronting/awkward/hilarious moments ensued.
Another brilliant idea came from pizza makers Domino's, which offered registered customers the simple-yet-effective opportunity to order by posting emojis to Twitter.
The ‘tweet-to-order’ system went live in May 2015 for customers in the US, becoming the “first major player in the restaurant industry to use Twitter on a regular basis to place and complete orders”.
The campaign (of sorts), dubbed by CEO as the “epitome of convenience”, achieved 500 sign ups the first day and a phenomenal amount of media coverage.
Another widely acclaimed effort this year was Hefty Slider Bags' multi-award-winning “Be Sure it's Secure” campaign, which “touted the immense seal strength of the bags through a series of scaled-down scenarios”.
For five months the company posted on Facebook “seasonally and culturally relevant content that drove social engagement through the roof”.
“Let's just say we did a lot with a little,” the company says. “Our posts had an average engagement rate of over 6% and gained over 2.4 million impressions for the brand, and all on a budget that was 160 times smaller than the leading branded competitor.”