The first quarter of 2014 is creeping to an end, making it the perfect time to review the social media successes we’ve witnessed so far.
So, which brands have been winning on social media in 2014?
Let’s find out in our social media roundup!
Instagram is one of the fastest-growing apps, with 55 million photos uploaded daily. With 15 times more engagement than Facebook, 92 per cent of luxury brands post an average of 5.5 times a week to increase their customer base.
So which brands are rocking it on Instagram?
In 1976, two twins from Indiana established Benefit, where your smile is the best cosmetic! Benefit is part of the 14 per cent of brands on Instagram harnessing UGC (user-generated content) on their branded sites. By using the hashtags #realsies and #benebrow they’re successfully playing on our vain tendencies to take selfies and produce content for their brand, which means they don’t have to do any of the work themselves!
Check out their Instagram here: http://instagram.com/benefitcosmetics
“Real makes simple ingredients taste simply indulgent.” Chobani is built around natural and simple ingredients to bring you the best-tasting yoghurt. Hilary duPont, content manager on Chobani’s brand communications team, says, “If our consumers are posting about smoothies, we are too. We want to be doing what they’re doing.” Chobani builds their content from the fans around them and, as a result, has developed a strong community of active followers.
By encouraging their followers to use the hashtags #creationaday and #chobani it easily showcases the yoghurt as a core ingredient in any creation, allowing the company to continue to build off of their fans’ creativity.
Check out Chobani’s Instagram here: http://instagram.com/chobani
Although Facebook’s popularity has decreased, the social media giant is still one of the best online platforms for brands and businesses to get their name out there. With thousands of brands and businesses achieving Facebook stardom, it pays to recognise the tricks and tactics they’re getting right.
So who’s making the most of Facebook?
Aside from managing a terrific Facebook page that boasts more than 370,000 fans, Amnesty International’s Trial by Timeline campaign allowed people to get inside the minds of the people the organisation fights for. One of the biggest challenges NGOs face is to make people care enough about an issue to support it – sometimes if the person affected is a stranger, we overlook the problem.
The campaign was based in New Zealand, which is recognised as the country with the greatest freedom. Trial by Timeline took a unique approach by going through people’s timelines, analysing everything they had ever liked, uploaded or written, as well as all of their personal information. It then showed how a person’s everyday actions in New Zealand could result in them receiving absurd punishments (such as life imprisonment, being buried alive or beheading) in other countries. The final purpose was to make them conscious of their freedom and to not take their liberty for granted.
The campaign attracted 340,000 unique visits and increased the Amnesty International New Zealand Facebook community by more than 500 per cent.
This campaign shows how influencers are key to the success of a social media campaign. The Bentley Burial campaign used one of Brazil’s most recognised and eccentric millionaires to announce on Facebook that he was going to bury his beloved Bentley. Outrage was instantly shown as many people publically expressed that the money could be used to help others in need. On the day of the burial, with the media gathered to see the outrageous event, the millionaire announced that every day people bury much more valuable things than a Bentley: their organs.
The campaign, which encouraged people to become organ donors and started with a single Facebook post, received massive international media coverage and promoted how organ donations save lives. The campaign reached more than 172 million people through social media, organ donations increased by 31.5 per cent in a single month and it taught people that nothing is more valuable than an organ.
Twitter is the best way for businesses to connect with clients on a true social level. It’s also the best channel to brand your business, increase sales and reach new customers.
So which top brands are taking advantage of Twitter?
Renault: The strip-tweet
When Renault was ready to release its new Twingo car, they decided to do it through Twitter, humanising the release by giving the audience a chance to be part of the unveiling. They coined the hashtag #undressnewtwingo, giving the campaign a comical and suggestive nature.
On 13February, the audience was asked to tweet using the hashtag, and for every 100 tweets a piece of the camouflage covering the car was ripped off, gradually revealing the Twingo’s new design. The hashtag took off immediately in France and was trending in less than two hours. Renault also set up a live stream on their website so that the audience could follow the strip-tweet of the new Twingo and see the unveiling in real time. The campaign generated 100,000 website visits, with 78,000 watching the strip-tweet live. As a result, Renault received thousands of tweets and gained worldwide media coverage with a campaign that stepped outside the realms of traditional sales methods.
YouTube is every business’s best friend when it comes to online branding and customer reach. Brands that market their products or services via YouTube do so to show their fans who they really are.
So last but not least, who’s making waves with YouTube?
To say that GoPro is a social-media success would be a massive understatement. With nearly 2 million subscribers on their YouTube channel and countless views for every video, GoPro’s YouTube campaign is inspiring. How do they do it?
Unlike many YouTube videos, GoPro videos don’t include annoying links and pop-ups asking viewers to “subscribe” or “check out more videos”. This is one brand that’s not in the businesses of superficiality. GoPro wants a user’s experience to be pure and real, leaving their call to action until the very end of the video.
While GoPro is fortunate to have an awesome message to brand, the success of their YouTube campaign comes from the fact that they’re willing to bare all about their products in their videos. Visual testing of their technology via their videos and fan clips shows viewers that they’re real. Recently, GoPro released a video of a camera falling from a plane, landing in a farm and eventually being eaten by a pig. The video went viral for three reasons: visual appeal, humour and the indestructability of the GoPro camera. Another social win for GoPro.
Do you know of another brand rocking it on social media?
Claire O’Dowd, Katherine Crea, Haylie Pretorius and Catalina Bertrand