Social media marketing has become the most effective options for brands to engage prospects, entice them to visit their site & convert them into customers.
But so as to reap the connective benefits of social, marketers need to undertake a plan process, with a plan that includes targeting the right consumer group, finding where that group likes to gather, and making content that’s both brand relevant and provides value.
That’s why it is always worth taking a look at brands that have done this successfully, and learning from their success.
Along this line, here’re three examples of recent social media campaigns that hit all the right buttons, along with some key lessons you could learn from their success.
Deadpool is a high-earning, R-rated superhero film that factors one of Marvel Comic’s lesser-known characters. Deadpool is not as popular as Spiderman or Wolverine, so the filmmakers knew they had to seek different ways to attract fans beyond the comic community.
The filmmakers posted videos & teasers on social, featuring Deadpool in various scenarios that were far from super heroic.
The marketers of the film understood that their product (Deadpool) is an irreverent hero who does not play by the same rules as conventional heroes.
The Deadpool movie team took gain of the uniqueness of their character and created emojis based on Deadpool & made short clips in which Deadpool spoke directly to the audiences.
These efforts, combined with the movie’s trailer, made a sense of intrigue about only who this red-and-black clad superhero was who used curse words, had a running commentary with the audiences about events happening in his own film, and seemed non-heroic in how he viewed the world.
If your product / service is not well-known, you have to find interesting ideas to sell that unique quality on social media.
Do not try to make your product or service more traditional – instead, embrace what makes it different & use that as your inspiration.
2. NASA – Scott Kelly Space Mission
U.S astronaut Scott Kelly spent a year in space with a Russian astronaut named Mikhail Kornienko.
NASA, who for years has seen decline in qualified applicants, wanted to use this mission to not only support information to the public, but also to draw people to aspire to become astronauts.
They made sure to provide live-feeds of Kelly in his space shuttle, and heartened him to tweet and post videos on multiple social media channels such as YouTube, FB, Snapchat and Instagram.
They also made use of FB Live – for NASA, a Facebook Live session in which users could interact with Kelly was the next best thing to having people inside the space shuttle with the astronaut.
NASA supported updates on Kelly’s mission on a daily basis, giving customers a range of different content across multiple channels.
These efforts increased awareness of NASA’s missions among groups that would not normally have paid attention to the agency, while it increased conversion in terms of people who went from interested observers to someone who actively viewed NASA as a possible employer.
Even if you are a known brand, you can boost your prospects & conversions by using social media channels to boost unique events.
- What is your unique event?
- Do you have a big product launch?
- Do you introduce a new service?
- Has an influencer joined your brand?
3. Emirates – High-End Products & Services
One of the greatest ways to maximize profits within your existing customer base is to convince a select few of them to buy into your most expensive products & services.
Typically, your broad base consumer is going to support you with repeat & frequent business, which generates steady revenue, but you want to aim at that segment of the targeted market that wants to belong to an exclusive club that obtains high-end products & services.
Emirates understood this when they designed a first-class airplane ticket plan aimed at their highest-earning target market.
The challenge is that pretty much everyone has an idea what first-class seating in an airplane entails, so Emirates knew they could not just list the characteristics that made their first-class cabins outstanding. They should go further to capture the imagination of their consumers.
As part of their plan, Emirates created short video clips of their planes and the wonderful places customers could visit in these planes.
To boost this even further, they made a campaign with celebrity influencer Jennifer Aniston touting the gains of the company’s A380 aircraft.
As you can see above, Aniston starts out in the video by taking a shower & dressing, so viewers are fooled into thinking she is at home. But then she emerges into the first-class cabin, and viewers realize that she’s inside the Emirates plane.
Even when you are selling to your higher-end consumers, you still cannot hit them over the head with the product or service.
Instead, your marketing should focus on how the expensive product / service is really just part of your overall brand of excellence, and that the high-end product / service is a natural extension of something that your consumer already enjoys.
Social media provides you with many chances to reach your targeted consumer group, and to attract people who have not opted-in to your products and services.
But social media marketing is just effective when you understand how to use the platforms, based on the key objective/s.
In each of the plans noted above, the marketers understood their market & objective before designing their campaigns.
Used properly, social media bids you access to billions of consumers, but you segment them into smaller groups, you could begin to appeal directly to their wants and needs in a way that can boost your profile & draw new prospects, while persuading existing customers to buy the more expensive products & services that you offer.