Are you in a social rut? Are you tired of running photo submission contests and giveaways to promote your brand?
Well, we checked out dozens of social campaigns and picked two from the bunch that can provide some inspiration.
Campaign: TOMS Instagram Campaign #WithoutShoes
TOMS, the footwear company known for its charitable ties, took to Instagram to turn their donations up a notch.
When a pair of shoes is purchased, TOMS donates a pair to a person in need. That’s the company’s commitment on a daily basis, but the company decided to run an Instagram campaign encouraging people to share a picture of their bare feet. For every picture posted with the #WithoutShoes, the company donated a pair of shoes – no purchase necessary.
“By leveraging Instagram, we can really make this a participatory event globally,” Toms founder Blake Mycoskie told USA Today. “This isn’t just about advocacy and giving based on your buying. It’s about real giving for giving’s sake.”
The campaign was a hit with 296,243 pictures posted on Instagram and the same number of shoes donated.
Even celebrities like MSNBC’s Tom Roberts joined the campaign.
Why it worked
The campaign makes an emotional, relatable connection. Everyone understands the need for shoes, and the idea of taking a quick picture to provide that commodity for someone in need is simple to do.
The campaign is also simple. Take a picture, and the company makes a donation. There’s no fine print. No long list of entry rules. Its simplicity nature is just as appealing as the emotional connection of the campaign.
Campaign: Lowe’s DIY Vine Videos: Fix in Six
Lowe’s is known for its home improvement advice, but advice in six seconds? Yup. The home improvement store used Twitter’s six-second video making app, Vine, to create useful DIY tips.
Here’s an example. How do you remove scratches from a hardwood floor? Lowe’s answers the questions be showing a heard of animals trampling a floor, and shows the solution is to rub the effected area with walnuts. (Who knew?)
Tom Lamb, Lowe’s chief marketing officer, didn’t know they would be an instant success.
“Originally, we put six out there,” says Lamb. “We weren’t really sure where it was going to go, but the response was immediate and overwhelming.”
Now, months after releasing the first Vine, the creative clips have become a mainstay for the brand.
Why it worked
The videos aren’t meant to sell a product; rather they focus on providing solutions to common problems. Lowe’s understands that becoming a trusted advisor, so to speak, is the best way to earn trust, and as result, business.
The campaign also utilizes an underutilized social tool: Vine. While some brands have embraced it, many feel intimidated by shooting video, and telling a story in six seconds is tough too.
Still, it’s a great lesson for brands to try something new. Lowe’s wasn’t sure how this campaign would turn out, but they tried it and wound up with marketing gold.
Is there a social campaign that you think others can learn from? Feel free to share it with us in the comment section below.
