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Social media campaigns are the rocket fuel of your marketing efforts: a concentrated burst of energy that boosts your brand.
Social media campaigns are the rocket fuel of your marketing efforts: a concentrated burst of energy that pays off in a major boost to your brand reputation, awareness, or sales.
Looking for inspiration for your next social media campaign? We’ve gathered a selection of the best over the last year to show you how it’s done.
Bonus: Download a free social media campaign template to help you plan your next goal-crushing campaign of any size or budget. Assign responsibilities, set timelines, list deliverables, and more!What is a social media campaign?
A social media campaign reinforces or assists your social media marketing strategy. It’s a series of coordinated actions that are intended to fulfill the goals set forth in your strategy.
A social media campaign will feature specific outcomes that can be tracked and measured over a specific period of time (e.g., one month). It should be more concentrated and targeted than your “business as usual” social media content.
Your campaign can be limited to a single network or take place across multiple social media platforms. Often it will have a specific theme, such as “Black Friday” or “Fashion week.”7 inspirational social media campaigns
Look no further than these seven examples for inspiration for your next social media campaign.
Cheetos’ Snap to Steal Snapchat campaign
What did Cheetos do?
That Chester Cheetah is a demanding guy: when it came time to launch a brand new snack product — Cheetos Crunch Pop Mix — a Super Bowl Sunday commercial just wouldn’t do. So the Cheetos marketing team devised a specialized Snapchat AR experience that allowed Snapchat users to point their camera at a Cheetos TV commercial and virtually “grab” a bag off the screen.
Taking part in this digital experience paid real-life dividends — people who used this custom AR experience received a coupon for one free bag of Crunch Pop Mix.
This one took some serious planning (and dollars) between the Super Bowl ad itself and uploading all 1,440 frames of the commercial into Snapchat’s machine-learning software, but it paid off big time.
More than 50,000 bags were “stolen” from the commercial, and traffic to the Cheetos site increased by 2,500%.
Screenshot: The Webbys
Why it worked
This campaign was an innovative mix of “old” media and new and gave Snapchatters two incentives to take part.
First, because the commercial was only airing for a limited time, it made the experience of using the AR filter quite exclusive. And who doesn’t want to feel special? Secondly, there was a real-world reward for participating: free snacks!
What you can learn
Blending digital experiences with real-world ones is a powerful way to stand out and be memorable amid all the social noise.
Can you create some sort of “treasure hunt” moment — like spotting a unique TV commercial or finding a specific real-world space — to spark joy and inspire users to share their triumphant discovery with an exclusive filter or AR effect? Can you make someone feel special for being part of your campaign — or at the very least, feed them something delicious?
What did Aldi do?
In 2023, UK supermarket chain Marks and Spencer launched legal action against competitor Aldi, alleging a copyright infringement on the design of a caterpillar-shaped cake. M&S felt that Aldi’s “Cuthbert the Caterpillar” cake looked a little too close to its own “Colin the Caterpillar” cake. Yes, you are correct; this is truly stupid. Instead of lawyering up, Aldi took this ridiculous clash online with a big dose of British cheek and a Twitter campaign that would go viral.
“‘This is not just any court case, this is…#freecuthbert,” Aldi tweeted, playing off of Marks and Spencer’s catchphrase.
This is not just any court case, this is… #FreeCuthbert
— Aldi Stores UK (@AldiUK) April 15, 2023
Why it worked
Treating a caterpillar cake like someone who has been wrongfully accused? Comedy gold.
The tweets just write themselves!
Adding the hashtag to the ongoing “drama” was a clear invitation for others to join the conversation and take part, and the premise was so open-ended and low-barrier that it just begged to be memed.
What you can learn
You don’t have to face legal action to stir up some fun, but if you find your brand in a mild crisis, maybe there is an opportunity to put a positive spin on it and have some fun.
Saying “oops, we got it wrong” or “we’re in an irritating situation” is a relatable sentiment, and asking your audience to laugh with you in hard times will only build good vibes and brand reputation.
For instance, maybe you have a supply chain disruption. Can you apologize for the delays but also jokingly blame it on some sort of adorable stuffed animal who becomes a mascot for the issue or a hilarious scapegoat in the future?
Just spitballing here. It’s hard to think straight when you suddenly crave caterpillar cake.
The UN’s Empower Moves TikTok campaign
What did the UN do?
That’s right, the United Nations are using TikTok, and we are here for it. The UN Women’s council launched a TikTok dance trend to help spread the word about self-defense moves. “In a year when women’s safety took up more of the conversation than ever, UN Women wanted to come up with a way for girls to feel safe again,” says the organization’s Webby awards application.
Working with a self-defense expert and a choreographer, the UN created and filmed an #EmpowerMoves dance routine that included a sequence of four simple, easy-to-remember defense moves.
It launched organically as a TikTok dance trend. After it had taken off, the UN revealed the moves that were secretly within the dance, sharing tutorials of each action in their TikToks (yeah, this campaign’s got layers, baby!).
From there, even more influencers and media personalities jumped onto the trend.
In addition to 130 million video views, the resulting earned media coverage had a 4,924% ROI. Cha-ching! (Except I guess the goal is to empower women and not to make money. But I don’t know what the sound effect is for that?)
Why it worked
The UN Women’s council had a message to get out to a specific audience (young women), so it wisely looked around at where that audience was spending time online and what they liked to do there.
By packaging educational material in a fun, interactive, trendy format, they organically blended in with the rest of the TikTok world.
What worked well here is that they collaborated with a pro choreographer and filmed their original videos in a style authentic to TikTok — this didn’t feel like your try-hard co-worker trying to get everyone to come to a safety seminar at lunch,
What you can learn
Join your audience where they are, and have fun doing what they’re doing. And if you’re not an expert in the activity or the style or the lingo, don’t be shy about asking for help from someone who does, whether that’s collaborating with an in-the-know influencer or outsourcing your graphic design or video production to someone who ‘gets’ the aesthetics of your target audience.
Smirnoff’s Social Ingredients Instagram campaign
Platform: Instagram (and beyond)
What did Smirnoff do?
The vodka brand looked at the trending headlines of the day and whipped up a custom cocktail recipe to match. When Britney Spears’ conservatorship was stopped, they shared the #FreedBritney; when Squid Game was all the rage, the Traffic Light was on the menu. You get it.
By tapping into conversations that were already attracting online attention, Smirnoff earned 11 million impressions with this 100-day campaign. Cheers to that.
Why it worked
Smirnoff spent 100 days creating cocktails that didn’t just show off its product — these drinks were designed to tap into the zeitgeist. They didn’t try to start a new trend or come up with the next big thing: they happily hopped on the bandwagon and offered their own unique take on the cultural conversation. Smirnoff also was smart to brand the series as a campaign, though cocktail riffs on current events could also be a great ongoing addition to the general content calendar.
What you can learn
If you’re a sparkling water brand, for example, you could do a TikTok series where your colleague tells you the weirdest thing trending each day as you’re sipping your delicious product, and you do a spit-take reaction. Obviously, this would be called #SpitTake, and obviously the views would come pouring in. You’re welcome.
Fi’s ‘Chief Broke Officer’ campaign
Platform: LinkedIn and Instagram
What did FI do?
The posting was detailed about experience and strengths and acknowledged in a playful, sardonic way just how many people have a broken relationship with money.
The sentiment struck a nerve: the LinkedIn post was shared widely across that platform and trickled over to Instagram, too, ultimately inspiring a whopping 3.3 million people to apply for the role. Fi’s social media channel followings grew by 5,000%, too. Not bad for one little post.
Source: The Shorty AwardsWhy it worked
This job posting may have been an unconventional way to build buzz about a new brand, but it hit home for many people: at least 3.3 million folks felt seen. Connecting with your audience is definitely an art, not a science, but Fi cracked the code here by reframing a common vulnerability as a strength. There’s something fun, too, about posting a goofy job post alongside serious ones. It instantly frames the brand as not-like-the-others.
What you can learn
What pain points or challenges does your desired audience struggle with? If you can narrow in on whatever that may be and build a campaign around celebrating that, you might just strike a chord.
Another great lesson here is using a platform or medium in creative ways. Here, they’ve disguised a marketing campaign as a job posting. Maybe you could launch a new mascot by creating a Facebook profile for him (or a Tinder profile?).
HBO Max’s #BadaBinge campaign
Platform: All of ‘em!
What did HBO Max do?
To build anticipation for the Sopranos prequel, The Many Saints of Newark, HBO and HBO Max spent six weeks encouraging people to binge-watch all six seasons of the original series. The marketing team gave the assignment across Instagram, Facebook, and Twitter: “Start now!”
They created weekly check-ins and prompts, sharing memes and photos along the way that lined up with the suggested timeline of watching so that fans could enjoy the same jokes and moments together again, just like they might have if they’d watched it weekly on the show’s original run.
HBO also used Checklists on Twitter and quizzes on Instagram Stories to offer a playful, interactive way to engage. There were first-time-watch recaps on TikTok, “Best of the Sopranos” clips on Youtube, fan-made compilations, and more. There was even a “six degrees of separation” game on the HBO Twitter where fans could name an actor (any actor), and the HBO Twitter account would try to connect them to the Sopranos universe.
Every possible twist on Sopranos content was spread across every possible channel. To consume it all, you’re going to need to carbo-load on Carmella’s ziti.
Why it worked
The 360-degree social media coverage made it impossible to ignore that this new film was coming up. Was it intense? Sure. But it garnered some serious success: a 200% increase in streams of The Sopranos and 1 million streamers on launch day for The Many Saints of Newark.
What you can learn
Sometimes, more is more. If you’ve got something big coming down the pipe, don’t be afraid to obsess over it.
The key to this type of all-in campaign, though, is a variety of content, not just reposting the same thing over and over again or cross-posting identical content on every channel. Get creative, aim big, and explore your idea from every different angle without repeating yourself. If someone follows you across all channels, seeing the same GIF seven times a day is a surefire way to annoy. Capice?
Havana Club Rum’s Amparo Experience Instagram account
What did Havana Club Rum do?
While most Instagram social campaigns are based around hashtags, Havana Club Rum has done something pretty creative with the platform and created an Instagram account for a historical figure: its founder, Amparo Arechabala.
Havana Rum Club is very proud of its history. By sharing that history through an Instagram account as if it were Amparo personally posting back in 1957, it amplifies the humanity, authenticity, and romance of the brand.
View this post on Instagram
A post shared by The Amparo Experience (@theamparoexperience)
Why it worked
Here, Havana Rum Club takes the familiar format of Instagram as day-to-day documentation of our lives and applies it in a new way. Sharing the history of your company can either be dry and boring, or it can be vibrant, visual, and personal. HRC’s is the latter. Plus, the marketing team seems to have dumped some money into production value here — it looks like there is a full-on film somewhere that they’ve mined for images and clips.
What you can learn
If you want to contain a campaign or one-off story in one neat-and-tidy package, a specific Instagram handle might be the way to do it, particularly if you’re anchoring it around a person, whether they’re a real, historical, or fictional character. It’s a particularly great way to breathe life into possibly dry content — not every brand is lucky enough to have “betrayal by the Cuban government” as part of their back story, Havana Rum Club.Social media campaign template
Feeling inspired? Ready to get started with your own great social media campaign? We’ve got a template ready to help you hit the ground running.
Bonus: Download a free social media campaign template to help you plan your next goal-crushing campaign of any size or budget. Assign responsibilities, set timelines, list deliverables, and more!Social media campaigns: frequently asked questions Why do a social media campaign?
Social media is a powerful communication tool for brands. After all, platforms like TikTok, Facebook, Instagram, Twitter, Pinterest, Youtube, and LinkedIn are where people spend an average of 147 minutes a day. If you have a message to get out into the world, this is a great place to spread it.
When done right, social media campaigns can be an effective and inexpensive way to raise awareness or increase sales with your target audience and maybe even earn some customer loyalty along the way.What is the cost of a social media campaign?
The cost of a social media campaign can range from $0 to $10,000.
In other words: there’s no one-size-fits-all solution in the thrill-a-minute world of social media. Your campaign budget can be as spendy or as scrimpy as you want it to be.
You can absolutely create a free social media campaign if you’ve got time (and talent!) to spare. Read a guide to creating engaging content, get your hands on some free stock photography or free graphic design tools. Schedule your posts to go out at the best time, cross your fingers that you’ve done everything right to appease the platform algorithm, and then make sure you’re spending some time engaging with your followers and answering questions.How to pitch a social media campaign?
To pitch a social media campaign to a client, you first need to identify your audience and the goals you want to achieve with your campaign, i.e., how will it help grow engagement among high-income millennials or drive more sales among tennis-playing boomers.
Then, you’ll need to create a comprehensive plan. Here are the steps you should consider:
Research – Do your research on the audience. What are their pain points? How do they communicate? Which networks do they hang out on?
Define Goals – Set the goals of your campaign, such as increasing brand awareness or driving more sales. Be specific. How much of an increase in brand awareness can you expect to drive from your campaign, for example?
Get inspired by competitors. What types of campaigns do your competitors run? How would this one compare to theirs? Is there a gap in the market you can fill?
Develop Content – Based on the research and goals, mock up some examples of content that will resonate with your target audience in this campaign.
Once you’re done with these steps, put it all into a brief or a deck and present it or share it with your client or manager. Be open to feedback and prepare yourself for questions. Sometimes pitching a campaign idea is just the start of a brainstorm that can lead to an even better campaign idea.How to track social media campaigns?
Tracking the success of your social media campaign starts with defining what your goal is. That way, you’ll know what social media metrics actually matter.
For instance, if the goal of your campaign is to get tons of website traffic, measuring your likes might not be relevant. Alternatively, if your goal is to rack up followers on TikTok, then that follower count is your golden ticket.
Once you’ve decided what numbers you’re looking at, you can use an analytics tool to review the data you need.
All of the major social media channels have their own in-app insights tool. Here’s the step-by-step guide for everyone because we’re sweeties like that.
Of course, we’re a bit biased towards a little all-in-one tool called Hootsuite Analytics. With Analytics, you can review your data at a glance or schedule regular custom reports. Drag-and-drop tiles with the metrics of your choice to create your own flexible, interactive interface that exports in whatever file format your heart desires.
Pro tip: If you want to nerd out on the numbers even more, there’s the paid Hootsuite Impact option. Impact measures organic and paid content metrics for Facebook, Instagram, Twitter, and LinkedIn, and organic content metrics on Pinterest and YouTube.
Find a more detailed guide to social media analytics here.
Okay, that’s enough out of us. You’re informed, you’re inspired, and you’re ready to create a social media campaign that will take the internet by storm. Happy (campaign) trails to you, friends.
Use Hootsuite to manage your next social media campaign. From a single dashboard, you can schedule and publish posts across networks, engage the audience, and measure results. Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
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Unfortunately, much of this guidance seems reasonable on paper. Without the right research or knowledge, you may end up unwittingly endangering the future of your business.Here are 7 myths about social media marketing 1. Negative feedback can be safely ignored
Social media marketing isn’t just about encourage the positive parts of your brand. It also involves managing any and all negative feedback directed at your business.
As a chef, that is exactly what I live about: the way the dish is, exactly what it requires, how I will improve it. I really don’t push negative remarks, because that will help fuel I iterate my recipes”2. Email is no longer relevant
Social media marketing should not be considered a replacement for other methods, but rather a tool to augment your customer reach.3. All content represents thought leadership
Content marketing is an integral part of social media marketing. The social platform is what you use to efficiently distribute content to your users, and the content itself is responsible for perpetuating and developing your brand.
But many entrepreneurs equate all articles together with thought leadership.
Your very best content is that which will give you that type of authority within your viewers. Some of it’s going to revolve around answering questions or providing the industry precisely what they asked for.4. Social media and content marketing are two different campaigns
This is another notion that is simply untrue. Social media marketing gives you a platform from which you can more easily distribute your content.
An individual does not get the job done well with no other and knowing that this is crucial.5. Content topics must be limited to protect your secrets
Small companies and startups are starting off to the rear foot. However great your idea is, regardless of what business you’re in, you’re fighting to get focus in a world full of bigger, more recognized fireplaces and personalities.
To begin with, a lot of what you privilege is known from the contest or can readily be reverse-engineered out of your goods. Secondly, knowledge is inadequate to get somebody to conquer or conquer your presence.
When knowledge has been all it took, publication readers would rule each area. Don’t be hesitant to share what you know with your viewers and hope in your ability to execute. Your readers will appreciate you for your willingness and confidence.6. Social media marketing is primarily for generating new customers
Sure, social media can give you new customers, but that should never be its primary purpose.
Also read: Top 10 Helpful GitHub Storage For Web Developers7. Social media metrics cannot be measured
If you’re interested in finding a singular number to monitor that tells you just how successful the campaign is, then you won’t find one.
Since Spiceology’s Broussard notes, “Metrics can absolutely be quantified via the kind of continuing awareness, particularly in regards to new partnerships. Long-term consumer consciousness is inevitable and includes indisputable value, even if it’s sometimes more difficult to measure”
Social networking marketing is successful, but only in the event that you do it correctly. The myriad myths that you confront can save you from achieving the type of success which could aid your startup flourish. Cut through the lies to make certain you have the ideal social plan to persevere.
Social media campaigns provide a wide range of business growth when used properly. It brings in potential customers within the business and promotes the same. Read on to know more about how should you start a social media campaign for your business!
This process will allow you to make an effective social media campaign without confusion, and by following it, you don’t have to go anywhere regarding social media marketing.Set Your Goals
Everything starts with a goal, and so does marketing. So, before you create or think anything about social media marketing, set your goals. Do proper market research and industry analysis, and create your objective carefully. Also, set optimum standards that will define your social media campaign success. Marketing is a wide concept, and every business has different marketing goals. You have to make sure that each social media campaign has one specific goal. In simple words, a separate campaign should be created for every objective, like brand awareness, sales, lead generation, etc.Choose the Channels
Social media is endless, and it has multiple channels. Now you can’t do marketing on all channels, and thus you have to choose some specific channels. You can choose anyone, but sometimes you can select your channels based on your market research, business requirements, and industry analysis. There are multiple channels, from Instagram to Facebook and LinkedIn to Twitter, and every channel has some special characteristics. All you have to do is identify the channel which suits your business requirements. The budget for social media campaigns also differs, so you must keep the budget in your mind while choosing the channels.Make a Social Media Calendar
This is very important because timing and discipline matter a lot in marketing. Now when it comes to social media marketing, it becomes more important because here, you will come across different types of audiences from all across the globe. Social media calendar means you must decide how much time you will give to every channel in a day or week. You also must set a specific time for posting content and other stuff. You can select any random time, but the thing is, it makes you consistent and disciplined. After one or two campaigns, you can change the time if required. The main importance of a social media calendar is it helps you remain consistent and disciplined and smooth the process.Choose Your Content Type
Content is everything. Now you have to work on your content. Great content requires a lot of things, but before that, you have to choose the content and, most importantly, stick to that type for at least some time. Content type simply means in what way you will show your thoughts, ideas, etc. Some popular content types include video, images, info graphics, text, visual data, etc. Now the selection of the content types depends upon various factors like business requirements, targeted audience, location, and latest trends. For example, short videos are currently trending everywhere and bring great user engagement and reach.Choose Right Tools
Doesn’t matter which digital marketing module you have chosen; you have to take the help of tools; otherwise, you will not get desired results. Selecting the right tools is very important because tons of tools are available in the market. Also, you have to take care of the budget because to use these tools fully, you have to purchase their premium plans. From posting to creating content and tracking to guiding, you will find tools in every aspect of the social media campaign.Management
A social media campaign is not limited to creating and posting content; it’s all about connecting with the audience. So, when you have started your campaign, make sure to interact with the audience regularly. Ask for their preferences, feedback, and suggestions, and help them whenever they want. It plays an important role in the success of your social media campaign. So proper and effective social media management is necessary. It includes updating the content, following the trends, customer interactions, content management, etc.Tracking & Analysis
Tracking your social media campaign is very important to measure the success of your social media campaign. By using a proper tracking system, you will get accurate metrics defining the success of your campaign against your predefined benchmarks. Only tracking will not help; you also have to analyze the data of the tracking system for improvements. The data helps you to make more effective and strong social media campaigns.Final words
We have described the whole process of starting a social media campaign for a business. The process is suitable for every type of business, irrespective of its type and scale. The process not only gives you great results but also saves your time and ultimately makes the whole process conflict-free and smooth.
A good social media marketing campaign is the most powerful tool that any business can use to boost its sales and reputation. We have gathered a variety of the best social media marketing campaigns from the past year to show you how they were carried out.What do you Understand About Social Media Campaigns?
A social media campaign is a type of marketing activity that can reinforce or assist your efforts on social media. It involves various actions that are designed to achieve your goals. A social media campaign can be customized to measure and track specific results. It should be more focused and specific than your usual content.
A campaign can be created on a single network or it can be spread across multiple platforms. Usually, it will have a specific focus, such as Black Friday or Fashion Week.Your Guide to Creating an Ultimate Social Media Campaign
In this section, we’ll talk about the various steps involved in creating and implementing a successful social media campaign. You’ll learn how to plan, create, and manage a campaign like a boss.Define your Goal
Before you start a campaign, it’s important that you work with your team to identify the goals of the campaign. For instance, if you’re planning on promoting an event, then it’s important that you understand the end goal of the campaign. Having the right strategy and plan will allow you to reach the target audience and create a memorable and effective post.Identify the Right Channels
Before you start creating content for your social media channels, it’s important that you understand the goals of each channel. For instance, a short video for Instagram and Facebook might need to be created. Creating images for Pinterest and Twitter might also be required.Create a Content Calendar and Stick to it
The next step in the planning process is to create a schedule that describes how you’ll be presenting content to your social media channels. This will help you determine what days of the week or month you’ll be promoting. You can also create a template that will allow you to set up a daily schedule for your promotion.Create Engaging Visual Content
After that, it’s time to create the visual components of your plan. One of the most useful tools that you can use is Design Wizard, which is free graphic design software that lets you create personalized images in just a couple of seconds. It has over a million high-quality images and thousands of templates. In addition to being able to create a variety of visual components, Design Wizard also integrates with other leading platforms such as Hubspot, Marketo, and Intercom.Monitoring is Integral Analyze and Adjust
After examining your analytics, take a look at what worked and what didn’t. For instance, your morning posts may have been successful, but your afternoon posts flopped. Then, use the knowledge you gained to improve your next campaign.Some of the Best Social Media Campaigns Wrapped Campaign by Spotify
Through its Wrapped campaign, Spotify was able to bring its customers’ data to life. The platform used various channels to celebrate its users and music, and it was able to humanize its brand.
Spotify’s customers receive their personalized listening data, which includes their most recent streams, genres, songs, and the amount of time they spend on the platform. The campaign included various social media posts and billboards, which were designed to poke fun at the yearly music trends.#RealBeauty Campaign by Dove
In 2004, Dove found that only 2% of women considered themselves to be beautiful. To create a brand revival campaign, the company created a series of messages around female empowerment, inner beauty, and authenticity. The campaign was first launched through digital activation. In 2006, a video ad called “Evolution” went viral on YouTube.#ShotOniPhone Campaign by Apple
The brand identity of Apple is composed of ideas, dreams, and aspirations. It aims to inspire people to live their lives with passion and freedom. This is why the company’s “Shot on iPhone” campaign works so well.
In 2023, Apple asked users to share their photos taken using their iPhones. The company then gave them a chance to be featured on thousands of billboards around the world.#UnicornFrappuccino Campaign by Starbucks #WorldsApart Campaign by Heineken
Over the years, Heineken has been dedicated to being open and diverse. Through their Worlds Apart campaign, they were able to demonstrate how a brand can engage with political issues while still being respectful of different communities.
While the campaign is focused on selling a product, it also shows how beer can be used to create a more inclusive experience. Through their beer, they were able to create a space where people could talk about their differences and similarities.Conclusion
Deepening ties between organic search, social, and content-related traffic drivers makes it increasingly important to coordinate efforts among channels. Basically, you’re not likely to sustain good social traffic without some good search and content practices, and vice-versa.
In this article we’ll go over some insights you can gather from search and content efforts that will amp up your organic reach on social.Know What Keywords are Already Driving Traffic to Your Site
A good place to start improving your efforts is by going over what’s already organically working for your site and that means digging into some keyword research (a topic we discussed on Found Fridays via Google Hangouts on Air). Since keywords aren’t just words—they’re the phrases and topics that people are naturally searching for in your industry—explore both broad and specific terms. For example, if you’re marketing running shoes, you might have keywords that range from general topics like “women’s running shoes” to very specific things such as “women’s cold weather trail running shoe”.
Once you find out which keywords are driving traffic to your content from search, ensure you’re weaving those throughout your social posts. This is a great way to tie into the existing way your audience is finding your brand and amplify it throughout additional marketing efforts.Know the Corresponding Content for Those Keywords
Chances are you’ve already created good content that your audiences are finding based on search efforts. Understanding which of your content is driving the most traffic organically (via search) helps you know where you’re meeting audience needs without paid efforts—which highlights a good pairing between content and keywords.
For each piece of top-performing content, determine the ranking keywords to discover what words and phrases people are using to ask questions or to seek solutions when they are finding your content. That content and keyword pair is something that search engines already deem a good match—and chances are your audience does too. Take that keyword/phrase and content pairing use it for your engagement and posts on social. Make sure you include the keyword in the post or as a hashtag to capture audience attention and assist in measurement later.Figure Out What Keywords and Content Are Working for Your Competitors
Beyond the keywords and content that are working well for you, are the keywords and content that are helping your competition take traffic from you. By discovering what they’re doing well in search and content, you can see how they’re meeting audience’s needs and then use that information to boost your social media engagement.
If you’re already monitoring social media engagement and conversations, this is a great layer to add, looping in your competitor’s top keywords and content topics from search and turning them into discussions on social channels.Discover Peripheral Competitors and Understand Where Your Audience, Traffic, and Content Overlap
Move beyond the “big competitors” to understand the surrounding conversations that could convert your audiences. In addition to the two or three direct competitors that you’re already keeping an eye on, look at the peripheral conversations, including other brands that may offer adjacent products, that are taking traffic for your target keywords. Although not all of these sites are considered direct competitors, they may be taking audience share with some great engagement ideas that you can use.
Using the trail running shoe example from before, I can gather ideas about what to engage my audience around beyond just what other shoe manufacturers are saying. Expanding to parks and recreation areas, sports medicine, weather monitoring, and safety tips, I can engage my audience around all the topics related to the sport they’re interested in, beyond my own product line. Answering the questions your audience is asking and providing resources for them builds a deeper audience relationship. Joining in on the conversations your audience is already having gives you insight into the topics of greatest importance to your target and inspiration for more relevant content creation, social media reach, and, ultimately, higher conversion rates.Track Social Engagement for Content by Group
Creating keyword groups based on campaigns, products, features, etc., allows you to segment the keywords and social posts to match those groups and align social media efforts to your marketing needs.
For most of us, we’re not just talking about one facet of a single topic all day. There are nuances to our topics that may be as widespread as different product types, features, geographies, or campaigns, or it may simply be the difference between a sales inquiry and a support topic. Either way, you probably have room to group content and keywords by type to match those subgroups.
What this allows you to do, for your content as well as your competitors, is dive into the specific topic group that you’re targeting for social and see how people are talking about it, what content is being created, and how it’s performing in search and social. You can compare and contrast group performance to determine what’s resonating across campaigns, product types, messaging strategies, etc. and then make smarter decisions about resource allocation accordingly.Update Your Content and Social Engagement to Mirror Changes in Audience Language
We’ve been talking about monitoring keywords and competitor content to mine for topic ideas to use on social. Beyond monitoring for new ideas, track keywords and content to keep up with the nuanced changes in language your audience undergoes over time.
Popular words and phrases, descriptions of products or features, and general conversation style tend to change over time, and often more quickly than we realize—making it important to stay relevant by speaking to your audience in the same vocabulary they’re using. If you notice a sudden drop off in a keyword—before abandoning its importance, see if people are simply referring to the same feature/solution/issue in a different way. Then update your content and social engagement to reflect the new lingo.
Being on top of shifts in terminology and understanding how audiences are referring to their wants and needs makes you a more effective conversationalist and will lead to more conversions.Vary Your Content Types on All Social Channels
For most of us, it makes sense to post images on Pinterest, videos on YouTube, and text on Twitter—but you don’t have to be constrained by these established norms. There are many ways to weave in different content types across social channels to set yourself apart. For instance, consider what we’ve been talking about with regard to trending topics for your industry. If you notice a keyword or topic is rising in popularity for you and your competitors, consider creating content in multiple formats and mixing up which content is shared on each channel. If you’ve traditionally left case studies to be sent out via LinkedIn and email, considering linking to them on Twitter, or adding great graphics and post on Pinterest. If you normally post blogs on Twitter, post a video or image, put an ebook on Pinterest, post an infographic on Instagram. Offering people a unique way to consume content on a channel where most of it looks the same can yield surprising results.
Once you discover a popular topic and keyword string, create a variety of assets based on the same keywords, including: blog posts, videos, slide decks, images, webinars, case studies, etc. to engage your audience. Having multiple content formats to share and to engage your audience on social means you’ll be able to bring larger amounts of content to each channel as well as use the correct keywords in your posts to attract attention.
If you’re not leveraging your search and content data to extend your social media reach, this a great time to start. Using the tips in this article, you can get better engagement with existing audiences and extend to new targets as well. Be sure to measure your efforts and share data with team members who may be working on SEO and content creation tasks—everyone can benefit from understanding the full organic marketing ecosystem.
In a society fueled by social media readily available at the world’s lightning-fast fingertips, everyone’s connected.
Trust in major media sources has hit an all-time record low; in fact, brands are now among the most trusted sources of information.
Genuine connections are essential, and celebrity endorsements on social media have proven a great way for brands to make those connections.
People want to see a face, a personality, something they can relate to. In this post, you can check out 10 examples of this marketing tactic in action. But first, how does celebrity endorsement work?Why Celebrity Endorsement Matters
If you’re a brand with the times, you’re using celebrity endorsement to promote your business.
Marketing has moved beyond commercials. While still popular, social media platforms are on the rise as the top way to promote your business.
YouTube videos and celebrity promotions on platforms like Twitter and Instagram have had massive impacts on promoted items.
Celebrities and brands who team up both stand to see huge wins.What Makes a Celebrity Endorsement Work?
The rules for making an endorsement work are pretty simple: choose a partnership that makes sense and be sure to never insult the product that’s being endorsed.
While this may seem simple, not everyone has been able to follow along.
When Lebron James partnered with Samsung in 2014 to promote the new Samsung Galaxy Note III, for example, a not-so thought-through tweet made things go downhill.
Lebron complained about his new phone erasing and restarting itself.
To learn about some of the most successful campaigns companies have launched with celebrities, keep reading below.1. Travis Scott & McDonald’s
When McDonald’s teamed up with American rapper Travis Scott in September of 2023, they had no idea what they were in for. The meal they came up with, called “The Travis Scott,” was so popular it managed to created supply shortages wherever it was released.
That doesn’t mean it was a bad idea. Not only did the meal become one of the chain’s bestselling menu items, but Travis Scott saw a chance to gain, as well.
Forbes estimated that he earned approximately $20 million combined through endorsement and product sales. That’s not a bad number.
The Travis Scott was the first time McDonald’s had attached a celebrity’s name to one of their products.
I’d say it was a good idea, wouldn’t you?2. Amy Schumer & Tampax
Stand-up comedian and actor Amy Schumer had a mission when she joined forces with Tampax in July 2023. Together, they would educate others on an important, if slightly socially taboo topic: periods.
The tampon brand released a series of YouTube videos featuring Amy Schumer talking about personal health and hygiene. Known for her blunt humor, these videos are no different.
At the same time, they manage to come across as heartfelt with a personal message.
“No Shame In Our Tampax Game,” along with many others, got across a critical point: There’s no reason to be ashamed of a normal bodily function.
The campaign saw great success as it went viral across social media. Who knew education on a touchy topic could be so entertaining?3. Snoop Dogg & Corona
When famous rapper Snoop Dogg paired with Corona in August of 2023, it was go big or go home.
An ad starring Snoop Dogg, also featuring Puerto Rican rapper Bad Bunny, was shown during the Golden Globes. Before the eyes of those tuning in from across the nation, the rapper remained iconic with killer costumes and a fashionably strange shell phone.
Snoop Dogg did go big with this endorsement. He earned a neat $10 million for the deal, not too shabby for one commercial.
A talented musician who has gone by many names, Snoop Dogg absolutely made even more of a name for both himself and Corona with this one.4. Ryan Reynolds & Mint Mobile
Renowned actor and film producer Ryan Reynolds made the news when he and Mint Mobile became involved. He started by partnering with Mint Mobile and later went on in November of 2023 to buy the entire company.
Yes, Ryan Reynolds now owns Mint Mobile. The celebrity has fully embraced endorsing the company, saying on the company’s official website,
“While every other tech titan is off chasing rockets, I’ll corner the budget-friendly wireless sector. Like most people, I only use rockets 10-12 times a year but I use my mobile service every day.”
So, how’s that going?
Pretty well. Mint Mobile, a four-year-old company, has seen tremendous growth in the past three years: their revenue has been boosted by 50,000%.5. Jon Lovitz & Playology
Playology makes toys for senior dogs, and actor Jon Lovitz is most known for his time on Saturday Night Live.
Working together, the two in September of 2023 managed a winning combination of hilarity and cuteness that won over audiences’ hearts.6. Shaquille O’Neal & Papa John’s
Shaquille O’Neal has done it all. A prior pro basketball player, rapper, and sports analyst on the TNT television show Inside the NBA, he certainly has a full portfolio.
Now that portfolio includes pizza. In June of 2023, Shaquille O’Neal partnered with pizza chain Papa John’s to create a specialty pizza – The Shaq-a-Roni pizza that O’Neal pitched himself.
The custom pizza was a huge hit, selling over 3 million units and raising 3 million dollars for charities within two months over the summer. The Shaq-a-Roni pizza supplied many an at-home pizza party.
It doesn’t end there, either. Following close to Ryan Reynold’s footsteps, Shaquille O’Neal wanted to get himself involved with the business as well. As of now, he is a board member of Papa John’s. A sportsman and a businessman.7. Chrissy Teigen & Blue Apron
Not only known for her modeling and television presence but also her hilarious tweets, Chrissy Teigen decided she wanted to expand her horizons further.
She wrote a cookbook and, just before its release, used a successful Blue Apron endorsement to promote it.
A home delivery meal-kit service with the unique option of adding a wine pairing, Blue Apron relied on the in-touch humor of Chrissy Teigen for their celebrity branding.
Teigen’s own hand-crafted recipes were featured for a period of time in June 2023. It wasn’t hard for her to get the word out, as the model was already famous for posting beautiful pictures of her food frequently on Instagram.8. Patrick Stewart and Mark Hamill & Uber Eats
It was a rival between stars as they traveled throughout the stars.
Patrick Stewart, famous for his role as Captain Jean-Luc Picard in the sci-fi series Star Trek, went neck-in-neck with Star Wars actor Mark Hamill in September of 2023. Who created the campaign? It was an already trending company that saw a legendary rise in 2023: Uber Eats.
In this cross-over commercial that pitted two battlers against each other in the stars, the fight wasn’t about what you think.
No, they fought over the proper way to say “tomato.”
And it was a hit: critics raved at the tongue-in-cheek humor. The real lesson here? There’s mighty power in laughter.9. Naomi Osaka & Beats by Dre
We’ve talked about actors, musicians, and models. However, they’re not the only kind of celebrity who can harness the heft of celebrity endorsement. Tennis player Naomi Osaka gave herself not just a powerful brand image but also a platform.
For the second time in November 2023, trend-setting headphone company Beats by Dre endorsed sports player and political activist Naomi Osaka. The results were a riveting commercial with a powerful message.
Osaka isn’t new to using her celebrity to speak about important issues. She’s done it many a time before, including raising her voice to talk about Black Lives Matter.
The commercial for Beats by Dre has one simple yet far-reaching message.
“Silence is Violence.”10. Eva Longoria & L’Oreal
Here’s another company that used YouTube to endorse their brand with a significant effect. In May of 2023, haircare brand L’Oreal teamed with soap opera actor and producer Eva Longoria.
Similar to Tampax, the two came up with a series of useful how-to YouTube videos to promote the brand while also receiving help from McCann Paris.
With long luxurious hair, Eva Longoria was a perfect fit for the endorsement.
Here’s yet another example of an ad that’s not quite an ad yielding excellent results.Conclusion
Everything is changing, including the way people buy products. Modern consumers are looking for a personal recommendation from someone they could view as a friend, not just from anyone.
And who doesn’t want to be friends with their favorite celebrity?
Marketers are looking more and more towards celebrity-endorsed products to increase their brand. As social media’s influence extends its ever-reaching arms, if you want to sell a product, put a face to it. Preferably a likable face.
Featured image: Ico Maker/Shutterstock
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