Today’s marketing is greatly influenced by technology. Companies are constantly thinking of ways to ignite the interest of their target audience by coming up with effective digital marketing campaigns. Brands try to engage their audience with original and creative content that goes beyond proven and predictable.
The following are characteristics of a successful digital marketing campaign.
- Involvement begins with understanding. Deliver a clear message. Make sure that the audience understands your content.
- The campaign should be relevant to the current situation or day-to-day events to captivate the interest of the audience.
- There should be a sense of involvement among the audience. They should feel that their contribution makes a difference.
- Motivate engagement by providing tools and resources like newsletters, petition forms, surveys, online videos, and social media sites, web pages, and more.
- Use various digital tools to encourage people to share content on social networks.
- Being open to your audience can build sense of trust and honesty. These values can motivate the audience to take an active part in the campaign.
Here are a few examples of successful digital campaigns (in no particular order).
1. Coca-Cola’s “Share a Coke”
The company’s 2015 summer campaign is probably one of the best marketing campaigns in Coca-Cola’s history. The campaign’s initial phase involved trading out Coca-Cola’s iconic logo on its 20-ounce bottles for 250 of the most popular local names. Share a Coke Philippines featured common Pinoy names like Maria, Nene, Inday, Boy, Nato, Noy, Vilma, Manuel, Marilou, Jose, Junior, and many more.
The simple idea turned out to be a marketing phenomenon. Coke relied on the premise that people find personalization irresistible. True enough; people from different countries including the Philippines embraced the rare opportunity to get a personalized Coke bottle. Over 50 nations enjoyed the “Share a Coke” campaign.
The company later extended their campaign to other Coca-Cola bottles and cans. The “Share a Coke” campaign in the Philippines also featured popular Pinoy jargons. Coke bottles came out with labels like “Gwapo,” “Maganda,” “Barkada,” “Crush,” “Hottie,” “Love,” and others.
“We brought Share a Coke to the Philippines with one goal: to share happiness. Sharing a Coke is a simple yet fun and exciting way for us Filipinos to be able to show our appreciation to those who make us happy. For mothers who cook our breakfasts every day, for the fathers who drop off their children to school every morning, for the friends who listen to our never-ending problems, for the manang who serves our food in the cafeteria, for the manong who opens the door for us and wishes us a great day with his bright smile, for everyone who has shown us kindness — we would like to share a Coke with them simply because we know that happiness is made more real when shared,” Jasmin Vinculado, marketing director of Coca-Cola Philippines told PhilStar.com.
To the delight of consumers, Coke came out with “Share a Coke” machines (electronic kiosks) in selected supermarkets in Manila and key provinces that allowed shoppers to customize their Coke bottles with names of their choice. The company encouraged the public to share those bottles with friends and family.
Personalized coke bottles bombarded social media as people shared their personalized coke bottles on different social media platforms like Facebook, Instagram, Twitter, Pinterest, and others. Consumers posted photos of their personalized Coke bottles, experiences and stories on social media with the hashtag #ShareaCoke. Lucky people were featured on the company’s website and company billboards.
2. Kitkat’s “Celebrate the Breaks”
“Going digital has helped KitKat engage with its consumers in a more intimate way than ever before,” Nestlé’s Global Head of KitKat Stewart Dryburgh said.
Kitkat’s “Save the Last Break for Me” became a hit in the Philippines in 2011. Kitkat Philippines’ Facebook fan page encouraged Pinoy Kitkat lovers to share their photos enjoying break times with KitKat bars. More than 5,000 unique photo entries were submitted. The Facebook fanpage accumulated more than 80,000 fans.
The Kitkat marketing team brought the brand’s personality to life through the use of “moment marketing” and interacting with other brands online.
In 2012, Kit Kat created the #BreakFromGravity campaign. When Austrian daredevil Felix Baumgartner was waiting for bad weather to clear up to skydive from the stratosphere, Kitkat posted on Facebook: “It could be a long wait Felix…have a break, have a KitKat.”
The post became viral and the company decided to take a step further. The marketers sent a Kitkat bar 22 miles into space on a weather balloon and a Go Pro camera. The video was uploaded on YouTube and shared across Facebook and Twitter with the hashtag #BreakFromGravity. It garnered more than 10,000 views on YouTube and became a trending topic on Twitter.
Red Bull (the company that signed up Baumgartner) replied by tweeting “KitKat, thanks for the support!”
In 2013, a chocolate lover named Laura Ellen tweeted, “Can tell I like chocolate a bit too much when I’m following KitKat and Oreo.”
KitKat grabbed the opportunity by challenging Oreo to a public game of Tic-Tac-Toe made up of KitKat fingers (X) and Oreo cookies (O) in a bid to win over Laura.
Oreo replied the following day with an image showing the KitKat fingers ‘X’ with bite marks and the line “sorry KitKat, we couldn’t resist…#GiveOreoABreak.”
The fun and friendly online exchange between the two popular brands attracted a lot of positive social media attention.
The company also successfully tied up with Google for Android.
Kitkat’s benches are great marketing tools. Each bench resembles a Kitkat bar with the Kitkat logo engraved on it. Many people who have their picture taken on the benches share them on social media with hashtags #KITKATBench #mybreak. The company also created Kitkat Matcha benches.
Kitkat’slatest #MyBreak promo calls on social media users to have a break with any KitKat Bench, share their photos on Facebook fan page, and pick whether they are a Comedy, Game, Sports, or Music breaker for a chance to win gift packs.
3. Dove’s “Choose Beautiful”
Last year, Unilever’s Dove came out with a video as part of its Campaign for Real Beauty in 70 countries. The video showed women who were given the choice to walk through doors marked “beautiful” or “average.”
The women hesitated before choosing a door. Most of them ended up going through the “average” door.
The women who were later interviewed by Dove said that they realized that beauty is a choice. One of them admitted that she felt self-conscious about how she perceived herself and if it aligned with what others thought of her. Many regretted not choosing the “beautiful door”. They said that if given a chance, they would choose differently.
According to Dove’s research, “96% of women globally don’t choose beautiful to describe themselves, 80% believe that every woman has something about her that is beautiful.”
As of this posting, Dove’s YouTube video has garnered 7,416,825 views.
Photo collage by author (screencaps from YouTube). Videos c/o YouTube.