The following case studies gave our marketing efforts some input on how best to make consumers aware of our brand. Each video had their own distinct lessons to take advice from. Here is the following analysis of each video:
Coca-Cola:
For their 100th birthday celebration, Coco-Cola created a campaign that aimed to spread happiness and celebrate their brand. Coca-Cola’s digital campaign taught us how to focus on the positive aspects of an element, in this case social media. In many cases, as explained in the video, social media can be a place of negativity and angry emotions. However, by using the science of happiness, Coca-Cola was able to reciprocate kind feeling towards their brand by complementing others for their kindness on the social media platform. The interaction between brand and customers was warmly received by both parties. Implementing a similar way of interacting with our followers on social media would warrant similar increase in brand awareness. In a best case scenario, I think sharing #TrainedToGo with followers would be a great way to start brand awareness. Followers and consumers could post their workout videos or post-workout photos with the #TrainedToGo in a caption. Our brand could respond back or comment on these posts to show we truly care about the athletic success of our clients.
Google Marketing Platform – adidas:
The adidas case study was crucial in showing the effectiveness of Google’s Marketing Platform. This platform uses audience insights to help the marketing team work better with retail and e-commerce, as well as learn how customers are reacting to their campaigns. In essence, using this technology helps best align products’ timing with the consumers needs. I think using Google’s Marketing Platform or a similar database would be highly beneficial for our marketing team to make data-driven decisions when launching new campaigns. Knowing when people are trying to get in their best shape or are getting ready for some sport-related competition would be a prime time in targeting them for our services.
Small But Mighty – Kia Picanto:
The ‘Small But Mighty’ digital campaign was interesting in the fact that it was a fully immersive experience for consumers to take part in. However, I took a different lesson from the otherwise successful campaign. I personally did not like the campaign, most likely due to my general dislike towards cats. While may people may think otherwise, I am sure I share the same train of thought as others who coincidentally did not like the campaign, and also don’t like cats. Therefore, I think it is important for our brand to be cautious of what content we post on our social platforms. What some may find appealing and likable, others may not be as high on the content due to preconceived feelings.
5 Social Media Campaign Examples
Despite never hearing of any of the campaign examples, they seemed very successful and struck an influential cord with me. The most empowering message may have been the one behind ‘Know Your Lemons’. By using light-hearted vocabulary, people were able to strike up conversation over a dark, and sometimes hard to talk about subject. Many times there is some shame or humiliation around getting in shape or losing weight if one is overweight. Taking an approach with some lightheartedness, humor, and welcoming message could help convince those who may not even be athletes from the start to join the Imperius family.
Alessandro Gonzalez Digital Media 