[VOTE NOW] Choose the Best Social Media Campaign of The Summer
It’s your last chance to decide who won summer 2014 on social. We’ve used our circle of influencers and very own CEO to choose the best summer campaigns and describe how they went down, but we want you to have the final say.
Check out our summaries of each campaign below (links included, if you want to go deeper), and vote by clicking on the appropriate button, which sends a Tweet detailing your choice from your Twitter handle. We’ll use those Tweets and our software to keep track of your votes.
Votes will be tallied in real time right here so you can view the award standings whenever your heart desires. There’s no limit to the amount of brands you can vote for, so be sure to check in regularly and be a part of shaping our results. But remember: VOTING CLOSES ON WEDNESDAY, OCTOBER 1.
The Honda #Cheerance Event
We kicked off the Simply Summer Social Awards with an exploration of Honda’s #Cheerance campaign. Check out the post here. The highlight reel:
- Honda invested in YouTube for this campaign, creating a humorous intro video and teaming up with a YouTube youth sensation.
- Honda responded to engaged users playfully, with GIF’s and memes galore.
- Honda’s traditional advertising efforts were carefully planned to align with social strategy.
- In just five days, Honda gained 8,981 fans on Facebook and 4,673 followers on Twitter, indicating that Honda’s multi-platform employment of paid, owned, and earned media gave the company some serious reach and fresh eyes on its social presence.
Next up was the impossible-to-miss ALS Ice Bucket Challenge. If you didn’t hear about this campaign this summer, you were living under a rock. Everyone from Charles Barkley to Bill Gates took the challenge. Check out the full blog post here. The campaign’s serious high points:
- As of September 16, 2014, the ALS Association has received $113.6 million in Ice Bucket Challenge donations.
- The roots of the Challenge were planted long before the ALS Association’s mega-popular campaign took flight, associated with other causes in an informal fashion.
- Cross-channel promotion was a real hallmark of the campaign.
- Between June 1 and September 1, more than 17 million videos related to the Ice Bucket Challenge were shared to Facebook.
- Those videos were viewed more than 10 billion times by more than 440 million people.
- Even by the end of August, the Twitter conversation was keeping up at a significant rate of about 100,000 mentions per day.
@CocaCola’s #ShareACoke Campaign
@CocaCola’s rollout of its #ShareACoke campaign to American bottles was accompanied by a multi-platform social campaign that killed. Read the post here or skim these salient points:
- The “Share a Coke” campaign first launched in Australia in 2011 and has since expanded to more than fifty countries, inviting fans to find their names or the names of people special to them or even endearments like Buddy and Mom, on bottles of Coke, Diet Coke, and Coke Zero across the U.S.
- There were more than 125,000 posts about the campaign across all social channels from June 2 through July 14, with 96% of consumer sentiment toward the campaign being either positive or neutral.
- #ShareACoke’s most engaging Instagram post came in at 19,894 total engagements across all channels, versus its most engaging Facebook post, which received 50,964 in total engagement.
- Between May 20 and September 16, there were more than 340,000 mentions of #ShareaCoke on Twitter.
- Like Honda’s #Cheerance campaign, the #ShareaCoke campaign partnered with a teen YouTube celeb to connect more closely to millennials.
Ben & Jerry’s Core Tour 2014
Our CEO chose this one. Ben & Jerry’s core tour is unique among the summer campaigns we’ve featured because it’s still happening, pouring into fall. Here’s what’s working:
- Ice cream fanatics can head over to the Ben & Jerry’s Core Tour site to request that an East Coast (@BenJerrysTruck) or West Coast truck (@BenJerrysWest) show up to their workplace.
- The reigning hashtag of the campaign is #OMGFreeBenJerrys, which autopopulates when you click the request button on the website, along with the appropriate handle.
- @BenJerrysTruck has more followers, but @BenJerrysWest wins for engagement as percentage of followers.
- Using photos creatively and playfully, building on the excitement and curiosity about local events, and partnering with big brands have been scoring strategies during the campaign.
Malibu, a popular rum owned by Pernod Ricard USA, set its multi-platform summer campaign into motion with live events, an online content series featuring its signature cocktails, a partnership with band OneRepublic, and giveaways galore. Here’s what you need to know:
- The most retweeted Tweet of the US- and UK-based campaign received 17,115 Retweets and more than seven million impressions.
- A major cornerstone of the #BestSummerEver campaign was asking people to take a low-lift action to reap great rewards.
- Partnering with celebrities was another winning tactic for Malibu. One Tweet fromHills alum-turned-lifestyle-brand Lauren Conrad contributed 39% of impressions for #MalibuBSE and #BestSummerEver during the week of August 10-17.
- Read more here.
That’s all, folks. These rich and multi-faceted summer sensations prove that there’s no one way to do a social campaign right. From investing in rich video content to partnering with brands and celebrities relevant to target audiences, there’s something to learn from each of these well-planned and well-executed summer campaigns.
Now get to voting and we’ll announce the winner right here on the blog on Thursday, October 2.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.