Nearly every successful business uses social media platforms for its marketing campaigns. Marketers now recognize the power of networks such as Facebook, YouTube and TikTok to attract, engage and convert customers.
The bad news? Review Trackers reports that 94 percent of customers say a bad review on social media has convinced them to avoid a business. While Pew Research found that 65% of people said social media was having a negative impact on society, only 10% believed it had a positive impact.
As a business owner, it’s clear that using social media to your advantage is critical, but do you know how to maximize the impact of your social media marketing campaigns? Do you know what your goals should be and how to achieve them?
We’ve done some research to showcase five successful campaigns that made waves across social media platforms. So whether your business is new to social media marketing, or a seasoned veteran, these campaigns can give you insight into running campaigns that consumers respond to.
Facebook Social Media Campaign: Carlsberg
To support Liverpool FC in the final of the 2019 Champions League season, Carlsberg created a special red beer to match their football kit. To promote the beer and campaign Carlsberg used the power of global fan Facebook networks and celebrated its sponsorship and commitment to Liverpool FC. As part of the campaign, the brand shared a video message from Liverpool manager Jürgen Klopp, to influencers and Liverpool fans.
Between May and July 2019, the campaign achieved:
- 19 times return on ad spend
- 7.2-point lift in association between Liverpool FC and Carlsberg
- A 9-time increase in Carlsberg website traffic
Key takeaway
Facebook networks can be a very powerful way to engage a captive audience. By sponsoring Liverpool, Carlsberg improved its brand awareness and drove significant traffic to its website. This type of collaboration can be very effective in keeping a brand front of mind long after the campaign ends.
Other successful Facebook campaigns
- TVibes
- Slack
Instagram Social Media Campaign: Red Bull
Consumers have been “given wings” for over 28 years by Red Bull, and they ranked #69 on the Forbes World’s Most Powerful Brand List in 2020. Their energy drink can be found in over 170 countries, so it comes as no surprise that the company has sold over 60 billion cans of their famous drink. Since its humble beginnings back in 1987, the brand has released four new flavors of energy drinks to cater to individual tastes and preferences.
Goal
To drive awareness of the extension of the brand. The goal of their Instagram campaign was based on boosting awareness and sales of their tropical flavored ‘Summer Edition’ energy drink for the Australian market.
Solution
With a firm focus on simplicity and brand building, Red Bull paved the way for their campaign with a promotional teaser just before summer hit. To get audiences focused on the can’s new look, they incorporated yellow filters across a range of images and videos portraying typical summer days. The brand was twice as likely to be associated with the #thissummer Instagram hashtag trend as any of its nearest competitors.
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