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What 2020’s Greatest Social Media Campaigns Educate Us for 2021

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Query.

In the event you needed to develop strawberries in your yard, what would you do?

  • Reinvent the wheel and create new, never-before-seen strategies for rising wholesome strawberry crops.
  • Study from profitable gardening specialists who’ve harvested a ton of strawberry crops all through the years.

Nicely, in case you’re the adventurous kind, I say you’d go for choice #1.

But when all you need is scrumptious, candy, wholesome strawberries?

You’d go for choice #2.

As a result of right here’s the factor: reinventing the wheel and experimenting with new stuff is all good.

However if you’d like positive outcomes, look to the previous and comply with what labored.

The identical is true with social media campaigns.

As we face 2021, we will go all out A/B testing our brand-new marketing campaign concepts.

Or we will look again at 2020, single out the perfect campaigns, and dig into why they labored.

After all, I’m not saying we must always spin or plagiarize different manufacturers’ content material.

What I’m saying is there’s a ton to study with what went proper final yr that we will put into our personal campaigns.

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So are you prepared to take a look at 2020’s greatest social media campaigns?

Let’s dive in.

5 of 2020’s Greatest Social Media Campaigns (And What You Can Study From Them)

2020 was a yr of unprecedented change.

Because the COVID-19 pandemic raged by way of the world, individuals misplaced their safety, jobs, companies, and even family members.

However the human spirit stayed alive regardless of the disaster.

Folks continued shopping for espresso. Luggage. Clothes.

And the best brands kept in touch with them on social media, ensuring they’d every part they wanted.

Listed below are 5 of 2020’s greatest social media campaigns (plus what you’ll be able to study from every of them).

1. Manu Atelier’s Lockdown Launch

Think about this.

You’re a thriving style model promoting luxurious luggage and footwear.

Abruptly, a world pandemic strikes, and your loyal prospects are caught at residence.

You’re pressured to quickly shut your retailers.

What would you do?

For luxurious style model Manu Atelier, it meant pivoting from their authentic campaigns and connecting with their Instagram following on a deeper degree.

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Their plan was genius.

They reached out to buddies and followers of the model and requested them to shoot images of themselves with their Manu Atelier items… proper in their very own properties.

Try this post

…And this one.

…And this one.

The model loved greater engagement with their following and a profitable launch of their new assortment because of this.

What we will study from Manu Atelier’s lockdown launch:

Be able to pivot and alter your advertising plan inside brief discover.

If there’s something we as entrepreneurs can predict, it’s change.

Nobody anticipated the devastation the COVID-19 pandemic introduced.

However for manufacturers like Manu Atelier, which had been able to shortly pivot and alter their message, issues labored out greater than nicely.

2.  Coors Gentle’s Giveaway

In April, throughout the top of the lockdown, a 93-year-old lady below quarantine posted a photograph of herself with one request.

Right here it’s:

Now, Coors Gentle might have loved the couple of minutes of fame and accomplished nothing about it.

However they had been fast to seize the chance.

Only a day later, they delivered 10 instances of beer to Olive Veronesi’s doorstep.

However that’s not all.

Coors Gentle went even additional and deliberate one in every of 2020’s greatest social media campaigns primarily based on what occurred.

What they did was run a month-long giveaway.

All you needed to do to affix was tweet them utilizing their marketing campaign hashtag: #CouldUseABeer.

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Ultimately, they gave away 500,000 beers, significantly boosting model consciousness and good public sentiment.

Coors Light's #CouldUseABeer was one of the best social media campaigns of the year.

What we will study from Coors Gentle’s marketing campaign:

Don’t waste the random moments your model will get the highlight!

Positive, Coors Gentle gained consideration when Olive Veronesi posted a photograph of herself with that signal and a can of beer.

However Coors Gentle’s quarter-hour of fame might have all gone to waste in the event that they hadn’t adopted it with a associated marketing campaign to “relieve the stress of a pandemic.”

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3. Hiya BC’s #ExploreBCLater Marketing campaign

The COVID-19 pandemic hit some industries more durable than others.

As an example, the journey trade.

With lockdowns and journey restrictions set in place throughout the globe, the tourism trade noticed itself dealing with a extreme downside.

However not all journey and tourism authorities lay right down to climate the storm or die.

Provincial authority Hiya BC determined to provide you with an epic marketing campaign referred to as #ExploreBCLater. This marketing campaign was associated to their earlier one referred to as #ExploreBC.

What did they do?

They inspired individuals to stay home and enjoy virtual tourism by posting their very own stunning BC snapshots, regardless of how previous.

The outcomes had been wonderful: 12,722 posts utilizing the hashtag #ExploreBCLater.

Right here’s an example.

And this one.

The very best half is, the marketing campaign didn’t solely enhance consciousness for Hiya BC.

It additionally served as an effective way for photographers to earn cash throughout the lockdown by repurposing their previous images.

That’s hitting two birds with one stone at its greatest.

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What we will study from Hiya BC’s marketing campaign:

Person-generated content material works like magic as a result of individuals love sharing their very own tales and particular life moments.

So subsequent time you’re planning a marketing campaign ask your self this, “How can I make this about my ultimate shopper as a substitute of my model?”

And, “How can I take the eye away from myself, and place it on my potential buyer?”

4.  Starbucks’ #WhatsYourName Marketing campaign

Ever gone to Starbucks and had the title in your cup misspelled?

If sure, you most likely snapped a photograph of it and posted it on social media.

Yup, Starbucks is known for misspelling names. (On objective, possibly?)

And again in February, they determined to make use of this well-known observe of writing names on cups to spark one in every of their greatest social media campaigns but.

They partnered with Mermaids, a company that helps gender-diverse and transgender youth, and began the #WhatsYourName marketing campaign.

To hitch, all you needed to do was publish utilizing the hashtag or a photograph of their mermaid cookie, which raised funds for gender-diverse and transgender youth.

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The outcome was an overflow of heat and good sentiment.

Examine this one out…

…and this one.

What you’ll be able to study from Starbucks’ #WhatsYourName marketing campaign:

Whereas it may be disastrous to select a polarizing matter, there’s nothing incorrect with taking a stand for what you consider in.

Positive, it’s a good suggestion to keep away from faith and politics in your campaigns. However standing up for the rights of a minority group will win you a ton of affection.

5. Proctor & Gamble’s #DistanceDance Marketing campaign

In March of 2020, Proctor & Gamble (the model that packages every part from razor blades to dandruff-free shampoo), partnered up with Charli D’Amelio to create the #DistanceDance marketing campaign.

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Right here’s the way it labored:

Customers had been inspired to remain at residence and movie a brief dance video.

They’d then publish these movies on TikTok with the hashtag #DistanceDance.

For the primary three million movies, Proctor & Gamble promised to donate to Feeding America and Matthew 25.

TikTok's DistanceDance hashtag became one of the best social media campaigns of 2020.

The outcomes had been wonderful.

Within the first week alone, #DistanceDance garnered 1.7 million iterations and eight billion views.

So far, the hashtag has 17.6 billion views.

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What we will study from the #DistanceDance marketing campaign:

A campaign run by an influencer can go a great distance. Since Charli D’Amelio has 105.6 million followers, her video reached a ton of individuals.

After all, it’s not needed to succeed in out to the most important stars. You possibly can go smaller and nonetheless take pleasure in success.

The secret’s to decide on a subject that your influencer’s followers will care about.

Methods to Run a Timeless & Profitable Social Media Marketing campaign

I do know, planning a brand new social media marketing campaign is daunting.

You’re pondering to your self, “It’s January once more. A brand new yr. What model new concepts can I provide you with this yr?”

Possibly you’re even feeling exhausted simply trying ahead to hours-long brainstorming sessions the place you attempt to construct a marketing campaign that’ll stand out.

However there’s no have to reinvent the wheel.

You don’t have to beat your self up in case you can’t provide you with “never-before-seen” concepts.

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As a result of the factor is, shiny new marketing campaign concepts can change into a whole waste of time.

Do that as a substitute.

Take a tiny peep into the previous.

Which campaigns labored greatest?

Why did they work?

Then, apply what you’ve discovered to your new marketing campaign.

As an example, have a look at the 5 campaigns above and make a guidelines for yours:

  • Run a marketing campaign primarily based on present occasions.
  • Run a marketing campaign primarily based on that one time your model acquired consideration on social media.
  • Run a marketing campaign primarily based on user-generated content material.
  • Run a marketing campaign primarily based on standing up for another person’s rights.
  • Run a marketing campaign by way of a beloved social media influencer.

Whenever you’ve tried all 5, give your model a tough look and be amazed at how a lot it has improved.

Extra Sources:

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Picture Credit

All screenshots taken by writer, January 2021.