Digital social media strategies have been mercurial over the years and many companies have failed to adhere to the latest industry trends. A poorly executed digital marketing strategy can mar the customer experience and thus, degrade your revenue. Simply displaying advertisements on platforms like Facebook and Instagram isn’t enough for a successful marketing campaign. Kendall Jenner’s Pepsi ad is an example of the failure of a digital marketing campaign. The campaign failed to connect with the audience. However, here are 5 marketing campaigns that nailed it with efficient digital marketing strategies.
1. American Express (AMEX)
‘Insight, Inspiration and Connection’-that’s what it takes to get your business to be done and American Express wants its users to experience it. AMEX, unlike its contemporaries, doesn’t simply believe in spreading the word. AMEX’s key marketing strategy has been creating the Open Forum website. This is a platform where people can stay up-to-date with several topics of interest penned down by some of the industry leaders who share their wisdom. One can not only connect with business owners but also what powers their growth.
The success of Open Forum can largely be attributed to its diverse range of content each essayed by an industry expert. Due to the richness of content, it is popular with the search engines. So, you don’t have to be the content creator all the time. Inviting industry leaders to pen down articles for you would help you build an audience. Thus, good content marketing strategies can flood traffic to your website.
2. Red Bull
The success of the digital marketing campaign of ‘Red Bull’ can be gauged from the fact that-Red Bull was the most shared video brand of 2016. Red Bull’s sports and music videos were shared over 14.5 million times in 2016, standing way ahead of Samsung at second spot with 12.5 million shares.
Red Bull used Instagram as its social media channel to drive awareness about its new launch of a tropical energy drink in 2016. They started the #thissummer campaign on Instagram and introduced a yellow can that could easily catch the attention of the viewers. The color was in sync with ‘summer’ and ‘sunshine’, giving the company an edge to establish its brand identity.
The success story of Red Bull brings home the point that Instagram has tremendous power in driving engaged users. In order to leverage the strength of Instagram, one should be finicky in the choice of hashtags.
Can beer end the political tension existing in the world? Well, ‘bringing together people over a beer’ was a marketing strategy that gave a boost to the PR of Heineken. It’s ad film ‘Worlds Apart’ was more than just a social and marketing experiment. It showed people with contrary views on sensitive issues like feminism, LGBT rights and climate change coming to a denouement over a beer. The #OpenYourWorld campaign started by the Dutch brewer on YouTube was particularly targeted at the young audience.
Changing the perception of your product can be a creative digital marketing strategy as it sends out a positive message to the people. In the Heineken campaign, targeted marketing became another parameter of success. Further, Heineken ran the same advertisement in over 30 countries, signifying its ‘brand consistency’.
A platform built around the theme of ‘no more waiting for response’, Slack is currently valued at over $5.1 billion. It allows teams to communicate effectively and share files more efficiently. From just 15,000 users at launch in 2014 to over 2 million users today, the growth can be attributed to a consistent effort to maintain customer relations. While the marketing strategy may sound cliché, it would be bewildering to know that the company responds to 8000 customer queries and over 10000 tweets each month. Their Twitter feed contains a ‘Slack Wall of Love’ which is full of tweets and re-tweets of people who find the tool quite fascinating.
Slack has a broader vision, that is, ‘to make your life simpler’. So, Slack is seen as something beyond a product. It focuses on excellent customer experience and that has led to its success.
5. Girl Scouts
‘Girl Scouts’ is a non-profit organization dedicated to helping girls find their passion and dreams. ‘Girl Scouts’ sells amazing cookies and the money generated is used for the upliftment of girls.
The marketing team noticed that many customers faced difficulty in finding their nearest ‘Girl Scout’ representative in order to buy cookies during the sales period. So, they started an app installation campaign on Twitter, which allowed users to open and download the ‘Digital Cookie’ app conveniently. This boosted their sales.
Twitter App cards with images give potential customers an idea of what the app is all about. This is a great way to boost the Twitter-driven app installments. The digital marketing campaign also used the power of storytelling through images to show financial independence of girls by running their own business, which had a great social appeal.
Thus, these stories speak volumes about the key ingredients of a successful digital marketing campaign. It’s time to learn the lessons from these tales of success and build your own brand.
I will be updating the list soon. Stay tuned.