Social marketing is here to stay and it’s only going to get bigger.
People use social media for many reasons but in my opinion, the common denominator is a connection. The world is crazy, busy, always going but it feels good to say something or have an opinion that someone else can relate to or add to somewhere out there. The brands I’m going to talk about understand this idea but each one also has its own approach based on its purpose.
No one likes to think of getting old. But why? In my opinion, we’re scared to talk about it. Ignoring or shying away from situations doesn’t make things better but instead it makes you anxious for what’s to come.
Pfizer, a pharmaceutical company, came along and started the conversation in a non-intrusive manner. Not only did Pfizer get people of all ages talking about getting old but it worked with other leading organizations, like National Alliance for Caregiving Association, Men’s Health Network, Society for Women’s Health Research and more to help add to the conversation.
Pfizer isn’t pushing its products but instead becoming an authoritative voice (or thought leader) in the “aging” space. Sure, there’s AARP and other organizations dedicated to the more mature, but Pfizer included everyone in this campaign, used multiple touch points and lightened the mood around aging. Some examples of what people were saying range from “I want to stay healthy for my two daughters”, “I plan to get old with joy, strength and vigor” or “I want to get old having fun.”
Originally started by SS+K (Shepardson, Stern & Kaminsky) agency with an integrated approach. Current AOR: Edelman continues with its PR efforts.
Platforms: Twitter, Facebook
Who hasn’t been picking up or cleaning when you thought to yourself, “Ugh, there’s got to be a better way to do this!”
Lowe’s, a retail home improvement store, showed us how we can turn every day items into problem solvers through video. BBDO worked with Lowe’s to create Vines (six second videos) and with the promotional hashtag #LowesFixInSix.
Some of my favorite tips include using a hair dryer to get rid of stickers on purchased items, lemon juice to get rust stains off knives or pillow cases to house your sheet sets.
Again, the company isn’t dominantly pushing its product but hopes to come to the top of your mind next time you think of doing some home improvement. And hey, if you need some home improvement materials why not head to Lowe’s? It’s a non-forced entry into our every day lives and it’s helpful information. Win win.
Agency: BBDO and Meagan Cignoli
Platforms: Twitter, Facebook, Vine
3.) Dunkin’ Donuts
Dunkin’ Donuts is a brand that is just doing it right all around. I remember my senior year in my Social Media in Strategic Communication class, we organized ourselves in groups to work on a final project. Each group chose a brand and created a mock social plan. While our group chose CPG (consumer product goods) and certainly noticed Dunkin’ Donuts in this space, we went with one of its competitors for two reasons: we wanted to show through our research that we acknowledged an area of weakness, had a solution and gave examples of execution. Plus we like a challenge.
I wanted to tell that brief story because Dunkin’ Donuts has the reigns of their social engagement from Facebook, Twitter, Vine, YouTube, Pinterest, Instagram and counting. What makes them stand out is the fun nature of its engagement.
Dunkin’ Donuts uses campaigns like any other brand would, such as #MyDunkin, but the personal or thoughtful posts of people sharing stories or experiences around Dunkin’ Donuts continues with or without these campaigns. Pictures of products, videos of recipes, and personal stories are just some of the ways the brand draws you in and gets you to take notice.
So there you have some of the top brands I’ve been noticing in social media. Remember to have fun with it!