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.
A social media campaign is a series of coordinated activities aimed at achieving a specific goal over a set period of time, with outcomes that can be tracked and measured. It can be limited to a single network, or take place across multiple social media platforms.
Looking for inspiration for your next social media campaign? We’ve gathered a selection of the best social media campaigns in recent memory to show you how it’s done.
7 social media campaign examples to learn from
Coors Light #CouldUseABeer
Platforms used: Twitter
What Coors Light did: Coors Light has had some of the cheekiest campaigns lately, including their Clone Machine, which lets users record a 30-second video loop of them looking interested during video-conferences so that they can sneak away to grab a beer. Genius.
That idea came hot on the heels of their latest social media marketing campaign, #CouldUseABeer. For a limited period of time, Coors Light promised a six-pack to anyone who tweeted at them using the campaign hashtag.
They kept up the giveaway until they gave away 500,000 beers to grateful customers. The #CouldUseABeer campaign was inspired by another previous social media win for Coors Light. They answered the pleas of a quarantined 93-year-old woman who went viral after she posted a sign in her window asking for beer during her quarantine.
Why it worked: Running a giveaway is a great way to boost brand awareness and stoke positive sentiments for one simple reason: everyone loves free stuff.
But Coors Light already had a starting advantage, after the positive public interest from their quarantine giveaway. That served as a springboard for launching their campaign and gaining even wider recognition.
What you can learn: Timing is everything. Coors Light not only offered a promotion that addressed the stress and fatigue of a global epidemic, but also leveraged their latest 15 minutes of fame. When your brand has a turn in the spotlight, don’t waste it!
Hello BC’s #ExploreBCLater
Platforms used: Instagram, Facebook, Twitter
What Hello BC did: The tourism industry is having a rough year, with air travel down 95% and nearly everyone cancelling their summer vacation plans. It’s hard to spin that into a destination-focused campaign, but provincial tourism authority Hello BC hit the mark with their #ExploreBCLater campaign.
Across all social platforms, Hello BC shared a message of social responsibility in the face of coronavirus, encouraging everyone to stay home and #ExploreBCLater. The campaign was a twist on their branded hashtag, #ExploreBC, building on existing brand recognition and usage.
Along with posts by industry partners, the #ExploreBCLater campaign encouraged travellers to share images and videos from their trips across the province, offering vicarious journeys through social media and keeping these travel destinations top of mind.
So far, the hashtag has been used over 9,500 times on Instagram, with more posts across Twitter and Facebook too.
Why it worked: This campaign is fuelled by user-generated content (UGC), which helps your brand build their reputation through the audiences and social media channels of influential users. UGC also helps brands build up their content library by collecting high-quality visual assets from other users, and resharing them with permission.
The #ExploreBCLater campaign is also mutually beneficial to travel bloggers, who have been hard-hit by the global pandemic. Participating in the #ExploreBCLater lets them repurpose their existing assets into fresh posts.
When running a social media campaign, it’s always important to offer participants something of value as well.
What you can learn: Sometimes, you have to roll with the punches and find a way to adapt to challenging circumstances. This campaign is a great example of turning lemons into lemonade, creating a feel-good campaign that kept audiences engaged and interested in BC as a travel destination while sharing a responsible and caring message.
Platforms used: Twitter, Instagram, Facebook, YouTube & traditional advertising
What Starbucks Did did: In February, Starbucks UK partnered with Mermaids, an organization to support transgender and gender-diverse youth, on the #WhatsYourName campaign.