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Three successful (and two not-so-successful) digital campaigns

Posted by: Lloyd Preston on 26 January 2018

Great digital content can both capture the imagination of an audience and drive engagement, in B2C and B2B; however, 65% of marketers say that their biggest challenge is generating traffic and leads online.

In an increasingly online world, businesses can’t afford to lose out by neglecting social and digital advertising. Being active on digital platforms increases brand awareness, sentiment and loyalty, along with driving online leads. In 2012, there were 8.7 billion devices in the world connected to the internet, it has only grown since then.

Digital marketing is taking creative ideas to where potential customers spend more of their time. So, to give us all some inspiration (and tips on what to avoid), below are a few examples of the most (and least) successful digital campaigns in 2017.

Taco Bell Digital Marketing

Successful

Taco Bell – Cinco de Mayo

To celebrate Cinco de Mayo, Taco Bell created a filter that allowed people to actually become a taco. It went live for just one day… and it became the most viewed Snapchat lens ever, used more than 224 million times in just 24 hours. The campaign cost Taco Bell $750,000 at a cost of just 0.3 cents per view.

Be The Match – #BeTheGuy

Be The Match focuses on saving lives through bone marrow donation, but their donor register was lacking 18-24 year old males. Usually charity marketing focuses on the patient, however the #BeTheGuy campaign focused on the fact that simply being young and male was enough to save a life. The campaign launched on social channels, carrying a message of empowerment in humorous videos and banner ads – all celebrating the uniqueness of this demographic.

The campaign was a success: a 280% increase in 18-24 year old male donor registration, with 17,974 new donors acquired. The message made 212 million total media impressions, and there was a 970% increase in total direct traffic. Pretty powerful stuff.

Heineken – #OpenYourWorld

Heineken’s campaign to highlight its brand values of ‘bringing people together’ saw pairs or people from opposite ends of the social spectrum (i.e. feminists and anti-feminists; climate change activists and global warming deniers) taking part in team-building activities. After completing the exercise, the political viewpoints of the participants were revealed. They then had the option to share a Heineken and discuss their differences, which every pair chose to do. The campaign achieved great success, with 3 million views only 8 days after its launch, and 50,000 shares in its first month, as well as a trending hashtag #OpenYourWorld.

Walkers Crisps Marketing

Not-so-successful

National Lottery – #Represent

Last year, National Lottery created a campaign to raise awareness of the importance of lottery funding for British athletes. Using the hashtag #Represent, the names of those who retweeted the message would be placed on a sign held by Team GB athletes. As campaigns go, this one backfired spectacularly – users changed their Twitter names to offensive messages, which were then shared on the official National Lottery Twitter account.

Walkers – #WalkersWave

Walkers Crisps ran a Twitter competition where followers were asked to send a selfie for their chance to win tickets to the UEFA Champions League final. Once a selfie had been tweeted with the hashtag #WalkersWave, it would then be incorporated into a video in which Gary Lineker appears to hold a print of the selfie while thanking the user. Realising that this would work with all pictures submitted, the public began submitting pictures of convicted murderers etc. all of whom went on to appear in the cheery clip with Gary.

What can we learn?

Firstly, that the public can absolutely not be trusted. Whilst digital campaigns have the potential to ‘go viral’ and transcend geographical boundaries, they can backfire and tarnish the brand. To prevent this, moderation processes should be implemented, and campaigns should be thoroughly tested before going live. As well as this, it’s necessary to have contingencies in place to safeguard the brand.

On the flipside, if your digital campaign does go viral (for the right reasons) – it’s a sure-fire way to get the most out of your marketing budget.

Fox Agency has a specialist digital marketing team with extensive experience in social media, online advertising and content to help you plan your next campaign.

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