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March 6, 2010

DoSomething’s Campaign for Cancer Prevention — Learn Social Media by Example

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Brand: DoSomething.org
Campaign URL: DoSomething.org’s Campaign For Cancer Prevention
SM Channels Used: Facebook & Website
Appeal: Emotional/Causes
Start Date: May, 2007
Duration: Ongoing

According to DoSomething.Org:

Cancer “is the second leading cause of death in the world, killing 58 million people each year. The leading cancer in women is breast cancer, with 1.2 million diagnosed globally and killing 500,000 each year. Overall, 1 in 3 people will develop cancer in their lifetime, and 1 in 8 women will develop breast cancer – affecting almost everyone via a parent, sibling, child, other relative, or a friend. Moreover, cancer strongly disproportionately affects the poor, who have no access to modern medical care”.

Idea & Objectives:

Since cancer weighs heavily on the lives of those who suffer from it, this campaign has been developed in efforts to fund advanced health education and cancer research for cancer prevention (since the pace of cancer research is depressingly low, partly due to sparse government funding).

[read full article >>]

Filed under: Social Media By Example — Tags: appeal, awareness, Breast cancer, campaign, cancer, cause, donation, emotional, funding, Health_Medical_Pharma, medicine, Occupational safety and health, Pathology, socialmedia, Technology_Internet, Website — Beirut @ 6:33 pm

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March 1, 2010

Dove Self-Esteem Campaign — Learn Social Media by Example

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Brand Name: Dove
Campaign URL: http://www.dove.us/#/cfrb/
Channels Used: Facebook & Twitter
Appeal: Emotional
Start Date: Around 3 years ago
Duration: Ongoing

Thousands of women tend to strut around carrying the heavy burden of being influenced by media and commercials whether they like it or not. The bar of real beauty has been shifted and the price to pay for staying “beautiful” has been raised!

Testimony of Change Due to Dove's Campaign

Therefore, and through combined marketing methods and in efforts to help in elevating the pressure females, of all ages, backgrounds and ethnicity suffer from, Dove was able to come up with a project concept dedicated to “real beauty”: Dove Self-Esteem Campaign/Fund.

[read full article >>]

Filed under: Social Media By Example — Tags: advertising, alexa, beauty, Buzz, campaign, Dove Self-Esteem Fund, emotional, facebook, Facebook Inc, females, girls, Human behavior, idea, images, marketing, media commercials, objectives, Personal life, self-esteem, Social psychology, socialmedia, stats, twitter, Twitter Inc, video, Viral videos, youtube — Beirut @ 4:06 pm

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February 25, 2010

Target’s Super Bowl & Valentine Campaign — Learn Social Media By Example

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Brand: Target (Retail Store)
Campaign URL: Super Love Sender
SM Channels Used: Facebook
Appeal: Emotional
Duration: 2 weeks before Valentine

We heard it from Mashable that Target’s latest Valentine – Super Bowl campaign was preparing to kick off. So we followed up…

The Idea & Objectives:

If you go to Target’s Facebook page and click on the Super Love Sender tab, you are able to begin the process of sending a “JibJab-like, NFL- and Valentine-themed” greeting card.

Before you start creating the card, you can choose from one of five charities that you think should get the most money.

Super Love Sender

The charities Target is supporting are:

Kids in Need Foundation
St. Jude Children’s Research Hospital
The Salvation Army
United Through Reading Military Program
United Way

[read full article >>]

Filed under: Social Media By Example — Tags: advertising, campaign, cards, charity, communication, E-card, facebook, Facebook Inc, fans, fresh, Greeting card, greetings, ideas, innovation, JibJab, JibJab Media Inc., love, marketing, Mashable, National Football League, NFL, Retail Store, socialmedia, Super Bowl, superbowl, target, Target Corporation, unique, Valentine, World Wide Web — Beirut @ 4:32 pm

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February 23, 2010

Learn Social Media by Example: “It Has to be Heinz — Dip & Squeeze” Campaign

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Brand Name: Heinz (Consumer Products)
SM Channels Used: Twitter, Facebook & website
Appeal: Emotional appeal
Target Audience: USA bloggers, microbloggers, Facebook users, social networking users and Heinz lovers
Date: February, 2010
Campaign Duration: Ongoing

Previous campaigns…

Dip & Squeeze with Ease!

Heinz might be famous for its ‘57 varieties’, but that was a portfolio for a long-lost age, when stores sold your brands, rather than competed via offerings of their own.

Therefore, and in efforts to innovate and freshen up, Heinz has launched its biggest umbrella brand marketing campaign to date, in a £5m push to build on its “emotional connection” with consumers.

The “It has to be Heinz” campaign has been designed to celebrate the way people perceive the food brand.

[read full article >>]

Filed under: Social Media By Example — Tags: advertising, Bloggers, brand, Business_Finance, Buzz, campaign, dip, director marketing, facebook, food, food brand, Food industry, Graphic design, Heinz, Heinz Tomato Ketchup, Hienz, ketchup, lessons, marketing, new, page, product, reactions, reviews, Richard Chemel, social networking users, socialmedia, squeeze, The Washington Post, twitter, Twitter Inc, World Wide Web, Yahoo — Beirut @ 4:28 pm

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February 21, 2010

Sea World Connects Coaster Enthusiasts — Learn Social Media by Example

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Brand: Sea World (Entertainment)
Campaign Website: Not available anymore
Channels Used: Website, YouTube, Flickr.
Appeal: Humor
Target Audience: Coaster Enthusiasts
Date: 2007-2008

I’m not sure if there are any statistics, but the internet seems to be one of the best niche-marketing platforms out there. It’s easier for communities that share a passion for a very particular object/service/hobby to network around each other with the tools that the internet provides.

While roller-coaster love isn’t exactly that niche of an interest, I guess it does take a serious adrenaline fanatic to join a club or read a blog completely dedicated to all the scary rides out there. The Journey to Atlantis Sea World campaign reaches out to these digital enthusiast by giving them VIP treatment.

The Journey to Atlantis ride

[read full article >>]

Filed under: Social Media By Example — Tags: campaign, driver, fast company, flickr, Fran Stephenson, HTML, HTML element, Jeremiah Owyang, Kami Huyse, media campaign, passion marketing, player, sea world, Social information processing, Social Media, social media campaign, Social Media Ventures Inc, Technology_Internet, World Wide Web, youtube, YouTube Inc — Roba @ 6:27 pm

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February 18, 2010

Learn Social Media by Example: Put Your Best Face Forward with Estee Lauder

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Brand: Estee Lauder (Beauty Industry)
Channels Used: Facebook, booth in department stores
Appeal: Feel better about yourself by looking better
Target Audience: Women ages between 35-55
Date of Campaign: October 2009 — Current

I will go ahead and dare you to find a Facebook group with as much loving as Estee Lauder’s. Check it out, it is absolutely amazing.

Every wall-post has around three “I love Estee Lauder’s…”, and believe me when I say there are tons of wall posts. I have spent the past 10 minutes going over January, and all the messages are so loving it almost makes me cringe.

Estee Lauder must spend tons of money on getting their clients to love them so much.

What I love about their very subtle social media campaign is how it makes the effort to understand the needs of its audience. By offering luxury beauty product, there’s a fine line between selling an expensive product short and beautifully having women strut their best face forward with a nice nod to Estee Lauder. They address the desire to look good in one of the most important digital life-files online: Facebook.

Estee Lauder photo touch-up expert fixes the photos even further after the make-up is done.

You can also do a do-it-yourself make over with the option to upload on Facebook on Estee Lauder’s website.

[read full article >>]

Filed under: Social Media By Example — Tags: advertising, campaign, campaigns, estee lauder, facebook, Facebook Inc, fun, internet, learn by example, luxury product, online communities, Social Media, social media campaign — Roba @ 4:37 pm

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February 15, 2010

Armani Underwear 2010 Campaign: Ft. Megan Fox

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Campaign Name: Megan Fox for Armani 2010 Spring/Summer Campaign
URL: www.emporioarmani.com
SM Channels used: Youtube, Blog, Twitter, Facebook
Target Audience: USA residents, females of all ages
Appeal: Sex appeal
Date: Winter 2010
Campaign Duration: On going

Though there are some doubts, and even jokes, about her acting skills, Megan Fox sure is able to capture your attention, half nude, on a billboard or as you innocently surf the internet while showing off sexy, slick Armani underwear!

As I was trying to thoroughly cover all the channels, venues and websites which talked about or showed images of this campaign, it hit me: Is the sex appeal the only reason behind the success of this new Armani underwear campaign? Or is the brand “Armani” enough to actually call the attention of thousands of people out there, mostly VIPs and celebrities? I guess the answer is both… But allow me to try to elaborate more…

[read full article >>]

Filed under: Social Media By Example — Tags: 2010, advertising, Armani, campaign, emporio, facebook, images, jeans, marketing, MeganFox, pictures, sales, socialmedia, twitter, underwear, video, youtube — Beirut @ 4:00 pm

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February 10, 2010

Learn Social Media by Example: Skittles Steals the Social Media Rainbow

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Brand: Skittles (Food Industry)
Campaign Website: http://www.skittles.com/
Channels Used: Facebook, YouTube, Wikipedia, Flickr, Twitter.
Appeal: Innovative approach, complete outsourcing to popular websites.
Target Audience: Children and young adults.

Multi-Million Dollar and Experimenting

Often, the people who dare to experiment with client-facing channels are small, up-and-coming initiatives, or corporations that have “innovation” tied to their brand values (like Apple).

Meanwhile, when a brand like Skittles, that has been mostly the same for the past seemingly million years, dares to go all out with a rather insane experiment, there is a backlash.

At least, from the marketing side.

Backlash, shmacklash! What do marketers know anyway?

Skittles Social Media Use

[read full article >>]

Filed under: Social Media By Example — Tags: alexa, blogs, Buzz, campaign, corporate website, facebook, flickr, google, learn by example, learn social media, learning, marketing, skittles, Social Media, social media campaign, twitter, youtube — Roba @ 11:33 pm

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February 6, 2010

February 5, 2010

Learn Social Media by Example: “Give Me My Chuck” Campaign

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Brand Name: The series “Chuck”
SM Channels Used: Twitter, Facebook & blogs
Appeal: Emotional appeal + subway sandwiches for US residents
Target Audience: Worldwide Bloggers, microbloggers, Facebook users, social networking users and show fans all hoping to “Save Chuck”
Date: April, 2009
Campaign Duration: A few weeks

“Events, whether they are a local tweetup, a championship game or the world’s largest conference, can be notoriously difficult to plan, promote, and execute. But the end result can be amazing, and that is why we plan them in the first place“. Mashable’s Ben Parr

In one of my most retweeted posts, 10 Social Media Campaigns that Rock! Learn How to do the Same!, I listed the top most successful social media created through the different social media channels available online.

One of the most campaigns that I enjoyed was: The “Give Me My Chuck” Campaign. read below to find out why.

[read full article >>]

Filed under: Social Media By Example — Tags: appeal, audience, Batrawski, blog, campaign, Chuck, date, facebook, fight, lessons, marketing, NBC, people, savechuck, series, socialmedia, Subway, twitter — Beirut @ 9:52 pm

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