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My 5 favourite Social Media Campaigns of 2013
“It’s amazing how clever some of these companies are with their campaigns, and I believe that the creativity is something every company should look to replicate in some way.”
When I was first in discussion with Indietech about a position at the studio, Ben asked me to list my top 5 favourite social media campaigns for 2013. This was not a hard task, but it was not an easy one either. For starters, I had only just discovered that my true passion lay in marketing and campaign management, so I wasn't as saturated with the knowledge of campaign management as most who are currently in the industry. What I knew was what I liked, and what resonated with me - which was not necessarily what resonated with the world of viral sharing. The other tough part of answering this question was; what if i'd missed something that went viral while I wasn't watching? I worried so much that I would write my list only to have the guys at Indietech read it, shake their heads and cry 'how could she have missed (insert blatantly obvious social media campaign here)?'
So I drew on my resources. I asked my friends, I searched the web and I reminded myself of all the amazing campaigns that had passed by my Facebook, Twitter and Instagram feeds over 2013. My research lead to writing the following list, which we shall call 'Penny's social media top 5 faves'
Dumb Ways to Die
Coming in as probably my favourite social media campaign for 2013 is Metro Train's 'Dumb Ways to Die'. Not only because it's an award winning ad campaign but because of the fact that as soon as I considered it - I had it running over and over in my head for the next few days. That just proves how effective a song can be in getting a message across. I used to work in childcare and for weeks after the release of this song, the children I looked after raved about it. What I love most about this campaign, though, is the way it reaches such a broad target market with it's smart graphics and innocent, yet mature melody, transcending it's childlike presentation to grab hold of the attention of adults as well. Not only does it have over 67.5 million views on YouTube, but it's been shared on TED and spread across countless newsworthy media platforms. The success of the song has lead the creators to bring out a fun app where it's audience can navigate their way through a number of challenges which, if failed, depict dumb ways to die.
Secondly, my heart goes out to the Human Right's Campaign's gallant effort in getting Facebook users to change their profile pictures to the red and pink 'equals' symbol in support of gay rights and marriage equality as the Supreme Court heard arguments for two major cases in the fight to legalise gay marriage. Along with the change of profile pic, supporters were able to join in on the discussion through trending twitter hashtags such as #equality, #unitedformarriage, #supremecourt and #love. The trend went viral worldwide and opened up a plethora of discussion amongst family and friends, and really brought forth the issue to people from all walks of life. It's not really any wonder why - this issue has been in the forefront of many peoples minds for a while now, and I believe the Human Rights Campaign allowed the public to have a voice on the issue and use it in as passive or as loud a way as they liked.
If Only for a Second
Mimi Foundation's 'If Only for a Second' is another one of those not-so-unfamiliar, heartwarming videos, similar to Dove's 'Real Beauty Sketches' (which also deserves a mention because it, too, is excellent), capturing a moment of carefree feeling from 20 participants suffering from cancer. It has had over 14 million views on YouTube and countless shares over Facebook, Twitter and has been re-blogged about 9 thousand times through Tumblr. I think the reason why this video is so noteworthy is partially to do with the absurdity of it, as well as the unchartered notion of helping cancer patients to forget their illness, even if only for a second.
For something a little closer to my heart, I wanted to tell you about Black Milk Clothing's '#bmpicadayapril' campaign, in which Black Milk asked their customers to post one picture a day on Instagram that followed the theme for each day. Over the course of the month, the #bmpicadayapril received over 8 thousand tags while users also posted their entries on their Facebook page, too. The best thing about this campaign was the fact that it relied solely on the participation of Black Milk's consumers and every day had a new theme - so those who own Black Milk were guaranteed to be able to fill the requirements at some point throughout the month. Not only this, but as each consumer was required to post publicly via their personal Instagram account, their friends and followers would have been exposed to the posts and could then be lead to investigating the hashtag and being inspired to buy from the brand through any images they saw and liked. Their potential 'friends of fans' reach felt limitless. This year, they've rinsed and repeated and with over 600k fans on their Facebook page, the participation has increased even more.
The last campaign on my list is sort of more of a wooden spoon award. It didn't do particularly well, and it also didn't get a particularly good wrap from the press, but I love the concept and had they pushed their advertising and marketing a little further I believe they would have been more successful. The campaign I'm talking about is #mamming, a playful attempt at starting a discussion about the importance of mammograms during Breast Cancer Awareness month. They received a little near 2 thousand participants on Instagram and the movement had all the same benefits of exposure as Black Milk's pic a day challenge. I liked this campaign for its playful nature and the way that it attempted to mirror other popular trends such as planking or catbearding. I wish it had done better than it did, but I still think it's one to watch out for in coming years!
We're nearly half way through 2014, and now that I've launched myself in to the world on PR, social media and campaign management, I find myself well and truly saturated by the media and all the campaigns that are being launched through various social media platforms. It's amazing how clever some of these companies are with their campaigns, and I believe its something that every company should look to replicate in some way or another within their own marketing strategy.