Want to Create a Trail-Blazing Social Media Campaign? Here Are 13 Tips From Brands like Airbnb, Coca-Cola, and Starbucks
By Alfred Lua
Running social media campaigns can be quite different from managing your social media profiles on an ongoing basis.
Unlike your ongoing social media marketing, campaigns tend to be for a specific purpose and only last for a certain time period. The strategy you’d take for running a social media campaign might be different from your usual social media marketing strategy.
So how do you run a successful social media campaign?
Through case studies of successful social media campaigns by companies like Airbnb, Coca-Cola, and Starbucks, you’ll learn actionable tips on increasing the reach and engagement of your next campaign.
13 Proven Tips on Running Successful Social Media Campaigns
1. Use existing platforms in a unique way
Example: La Vie On Board (Life on Board)
AKQA, the agency behind this campaign, created an illustration of the train journey, which consist of nearly 200 still images and animated videos, on the @lavieonboard account. Each of the posts describes a destination in London or Paris, hides a special offer (e.g. 2-for-1 tickets to museums), or tells a benefit of the new fleet, encouraging Eurostar’s audience to explore the entire profile.
To promote the campaign, Eurostar also worked with popular Instagram users and hosted social media contests where its followers were invited to post a selfie with the #eurostar hashtag.
Look for new ways to use the major social media platforms. Eurostar and AKQA created a separate Instagram account just for this campaign and used a format that has been rarely seen. Because of its uniqueness, many people tagged their friends on the posts, asking them to check out the account.
2. Experiment with new, emerging platforms
Example: Share a Coke and a Song
(Image from Coca-Cola)
Wanting to refresh the concept of “Share a Coke” and seeing the success of “Share a Coke and a Song” in China, Coca-Cola decided to bring the “Share a Coke and a Song” idea into the U.S., too. Instead of a name on the coke package, Coca-Cola featured lyrics of songs in line with its brand values of optimism, refreshment, and inclusion.