Agent Provocateur – Using Social Media to get attention
Lingerie brand Agent Provocateur has launched a blog, Twitter feed, and Facebook page as its latest marketing tactic to promote its product line.
The Marketing Vox blog has the full story
Salvation army develops YouTube Channel
The Salvation Army (USA) has launched a YouTube channel to promote their work in helping those in need. The channel showcases videos of personal stories from people who have been helped by the organisation, and how their lives have changed.
Salvation Army YouTube Channel – USA
The UK arm of the organisation also uses a YouTube channel to promote its services and involvemetn in the community.
Salvation Army YouTubeChannel – UK
Dell uses Twitter to grow sales
Client:
Dell
Campaign Summary:
Dell’s utilization of Twitter already has people talking after earning $1 million dollars over the holidays. Initially using their Twitter account to point to general sales, the company is now using the micro-blogging platform to share exclusive deals.
The result? Followers of @DellOutlet more than doubled from 12,000 to more than 25,000 in less than 10 days. This number just keeps growing – at the time of posting this was over 48,000.
References
Thanks to the following sources for the information contained in this case study. Please visit their sites for more info:
Obama Presidential Campaign
Camapign:
Obama Presidential Campaign
Campaign Summary:
This was without a doubt a showcase example of online social media in action. The Obama preseidential campaign leveraged the Internet, and in particular, the ‘social web’ more than any other event that had come before it. The campaign was multi-facited, starting with Obama’s Democrat nomination, and the head-to-head battle with Hillary Clinton, through to the election itself, the inauguation, and then the subsequent initiatives sinc Obama took office such as the the new whitehouse.gov website, and live blogging of speeches. The Obama campaign had an official presence on over 15 social networking sites, including Facebook, Myspace, and Twitter. Each of these spawned numerous supporting groups, and fan pages. More importantly, they stimulated discussion and debate, not only online, but in the real world.
Campaign Results
- 3 million online donors during the election
- 2 million people created profiles on my.barackobama.com
- Video: 1,800 videos created since January 2009. They were viewed 15,000,000 times for 14,000,000 hours.
- Search: For every $1 spent on search, $9 was received in donations. That’s a 900% return on investment.
- Email: After someone registed, email was the main method of communications to stay in touch and ensure the supporters rallied around Obama. It was used constantly throughout the campaign with every emails call to action (CTA) being ‘DONATE NOW’.
- Website: The campaign website was developed in 10 days. It evolved over time, but was the focal point/platform for the campaign.
- Technology: Throughout the campaign, technology was used to amplify excitement with the main purpose to try and encourage a moment (or behaviour change).
- Testing: The databases were used to test consumer feedback of campaign content/videos. A control group of 1,000 was used and learnings applied to the content/video prior to mass sends.
- Database: As soon as supporters signed up to the website or campaign, they were segmented based on the several fields captured about them. They were then divided up amongst the campaigners (video trained supporters) based on their profile and communicated with via phone or door knock.
- Smear: The US elections are won and lost on the truth factor (or smearcomponent). Obama’s campaigners ensured that search was a huge part of the fight against smear. Whenever a new rumour surfaced, a search campaign was created to direct people back to the ‘Fight the Smear’ website.
- Community: MyBarack membership site had a focus on being local and developing a community of supporters. It was supporters connection to local and community (offline) Obama events.
- Training: Supporters were able to be educated on Obama’s policies via an online video. The video was used to educate supporters so they could take to the streets and rally more supporters around them.
- Twitter: more followers than anyone else (168,000)
References
Thanks to the following sources for the information contained in this case study. Please visit their sites for more info -
7-Eleven Day – Facebook Style
Client:
7-Eleven
Credits:
Constantine Frantzeskos
Campaign Summary:
A campaign run by 7-Eleven on the 7th of November (or 11th of July in the states) where they gave away free a free slurpee sample to every person who walks into a 7-Eleven and says to the guy behind the counter: “Happy 7-Eleven Day”!!!
Not a true social media campaign as such, but used a Facebook event page to promote the day.
Campaign Results
- 9545 confirmed guests
- 47304 invites sent
- 1078 wall posts
Day One
Hello World,
I have decided to start this blog of Social Media Campaigns as I have had trouble finding a single resource online that showcases the best of the best in the Social web world. I will attempt to post all campaigns that are successful, unique, or doing something cool. Hopefully it will be come a resource for marketers and anyone else interested in online social campaigns to reference. Feel free to contact me with any breaking campaigns that you know of or are involved in and I will try to post them as soon as possible on to this blog for all to see.
Cheers
Carl
