Inspirational Social Media campaigns: Red C's Social Media SO-WOW Book

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The proliferation of Social Media over the past 10 years has opened up new and exciting ways in which brands can promote their wares to an ever more technologysavvy audience. Within a blink of the eye, brands from all sectors had set up Facebook and Twitter profiles, YouTube pages and Flickr streams. The brands that were successful, were the ones who thought about how to connect and interact with their audience, fully utilising the immediacy and reach of each chosen medium. On the other hand, there were others who jumped on the bandwagon with nothing to say and failed spectacularly and publicly to engage with their intended audience. Some brands just get it. They know who they are talking to and understand that social media is not about delivering straight marketing messages but about providing interesting, relevant or entertaining content that users will want to engage with. They also recognise that social media allows for customer interaction on an unprecedented scale and every comment, positive or negative, provides an opportunity to show the world what a fantastic brand they really are. On the following pages you’ll find a host of recent campaigns and initiatives from brands that we think get it. Take a look and see if your favourite campaign has made the cut.

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Social media WOW Book SO Enjoy BOOk f +

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The So Wow Book The proliferation of Social Media over the past 10 years has opened up new and exciting ways in which brands can promote their wares to an ever more technology- savvy audience. Within a blink of the eye brands from all sectors had set up Facebook and Twitter profiles YouTube pages and Flickr streams. The brands that were successful were the ones who thought about how to connect and interact with their audience fully utilising the immediacy and reach of each chosen medium. On the other hand there were others who jumped on the bandwagon with nothing to say and failed spectacularly and publicly to engage with their intended audience. Some brands just get it. They know who they are talking to and understand that social media is not about delivering straight marketing messages but about providing interesting relevant or entertaining content that users will want to engage with. They also recognise that social media allows for customer interaction on an unprecedented scale and every comment positive or negative provides an opportunity to show the world what a fantastic brand they really are. On the following pages you’ll find a host of recent campaigns and initiatives from brands that we think get it. Take a look and see if your favourite campaign has made the cut. Enjoy Leigh Whitnall Account D irector Contents asos French Connection Eurostar Swinton Ikea Live below the line British Airways Carnaval Jessops BMI Guess Jeans Walkers Nike+ Cadburys + 4 - 5 14 - 15 8 - 9 6 - 7 10 - 11 12 - 13 16 - 17 18 - 19 f f f f f f

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I loved the ASOS sale preview app on Facebook dubbed the Get Lucky Sale. The Facebook app gamifies the ASOS Sale fans are given the chance to play a handful of games to win points and improve their position in the queue for access to the sale. The games are highly addictive and with each rise in score you move up in the queue and reduce the time you have to wait to access the sale. Games such as “Play Y our Clothes Right” and “Lucky Friends” gave you the chance to win more points or you could gamble everything with “Changing Places” where you swap places with a random person in the queue this was disastrous for me twice as I kept getting demoted until finally my luck struck gold and I swapped places with someone very high up in the queue. I thought it was highly engaging and interactive and a fun way for ASOS to promote their sale. I’ll be looking out for what they come up with next time Daisy R owan J unior Account Executive Customers that subscribe to French Connection emails will already be familiar with their strapline ‘The Collection is...’. They use it to give a particular range a distinct personality and match it with their quirky photography style – to give you an example they sent out an email before the June double bank holiday stating that ‘The Collection is jubilant’ with an accompanying shot of models looking happy and gorgeous in French Connection clothes. ‘The Campaign Takeover’ campaign invited French Connection Facebook fans to create their own ad by selecting one of 8 photos and adding their own strapline starting with ‘The Collection is...’. 20 finalists were selected and Facebook fans voted for their favourite. The winner a lucky lady called Kate Corbett-Winder won £1000 French Connection gift card with her line ‘The Collection is dancing through the streets’. Facebook Date: April 2012 Social media campaign: Get Lucky Sale asos Date: May 2012 Social media campaign: The Campaign T akeover French Connection f f 4 5 Katharine Allen Account D irector The winning entry Facebook app where you can choose to play games to improve your position in the sale queue. The Campaign Takeover page where fans selected their image and added their ‘ The Collection is... ’ ’ strapline. Facebook

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Eurostar came up with a fresh way to integrate real-time social media with outdoor advertising – and were the first brand to ever attempt this on such a large scale. Using 363 digital screens located across London and the South East Eurostar created live ad campaigns for their London to Amsterdam service made up from photographs that people uploaded to Facebook. Over 4000 comments and tweets were also put up on screens in live time. They asked people to tweet about places they had been to in Amsterdam and events that were happening in the capital. I like this approach as the recommendations come from other customers and work as testimonials that are far more likely to connect with the audience. It also gives it a sense of exploration and adventure as travellers were encouraged to tweet and blog about their ‘hidden gems’ and places that were ‘off the beaten track’. Participants were put in a prize draw for the chance to win tickets to Amsterdam. Date: February 2012 Social media campaign: Now from the heart of London to the soul of Amsterdam Eurostar Liz Birchenough Senior Artworker Sophie Bennett Account Manager f Now you might not think insurance is the most exciting of subjects to base a social media campaign on but it’s surprising how much interaction you can achieve with your customer base if you approach it with a little imagination. The purpose of Swinton Facebook apps aren’t to sell insurance directly but to give customers or prospective customers an opportunity to have a bit of fun and win some great prizes... with the added benefit of keeping Swinton front-of-mind when renewal time comes around. The Best of British Pub Quiz Facebook app was launched during the build up to the Queen’s Diamond Jubilee with everyone looking forward to not one but two bank holidays. To get in the mood for a party fans of the site answered a general knowledge quiz question for the chance to win some excellent prizes in a weekly draw including a Great British Jubilee party hamper Date: May 2012 Social media campaign: Best of British Pub Quiz Swinton f Facebook/Twitter/Blog Facebook 6 7 Tweets competitions photos and blogs appeared on 363 digital screens Fans answered a series of general knowledge questions for their chance to win prizes.

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Facebook/Twitter IKEA are really one of the forerunners of social media and regularly come up with some amazing ideas to get their loyal community of followers buzzing. I really loved their recent campaign ‘Snap a Napper’. The beauty of it really is in its playful simplicity. All you had to do to enter is take a photo of someone you know catching a few zzzs upload it to the competition page then get your friends to vote on it. The prize was a dream bed for both the snapper and the napper so they can snooze happily ever after. Importantly all entrants to the competition had to sign up to be part of the IKEA FAMILY which woud mean they received exclusive promotions and loyalty discounts. J ennifer Ambrose Head of C reative Live Below the Line was a charity social media campaign that challenged you to live for five days spending £1 or less on food and drink from 7th - 11th May. The £1 benchmark for the campaign relates to the amount of money 1.4 billion people living in extreme poverty spend each day on food. Participants were sponsored for their efforts and the international campaign raised over 1 million. The whole point of the campaign was to raise awareness and social media provided the perfect forum for this. There was a Facebook page where participants could share their experiences and pick up tips for meals and even if you weren’t one of the Below the Liners you could follow the conversation by using the hashtag belowtheline. Another part of the campaign called ‘Come Dine Below the Line’ encouraged people to host their friends for a dinner party and serve a meal worth 50 cents per person. Taking place worldwide on the 9th May diners shared tweetpics of their 50 cent per person meals with the hashtag dinebelowtheline. Date: May 2012 Social media campaign: Live Below the Line Live Below the Line R achael T aylor Business D evelopment Manager Date: April 2012 Social media campaign: Snap a Napper IkEA f f 8 9 The winning napper LBLers Live Below the Liners were encouraged to tweetpic images of their meals and dinner parties. Lots of interaction took place with participants on Facebook and Twitter throughout the 5 days. Finalist page where fans vote for their favourite entry. Facebook

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Facebook You T ube Back in 2004 I was lucky enough to visit Salvador in Brazil for Carnaval 6 days of dancing and partying in the streets with a million other revellers. For those of us who couldn’t be there this year or like me are unlikely to ever get there again you could experience all the colour sights and sounds from the comfort of your sofa via Google+ and YouTube and Orkut the most popular social media channel in Brazil. It really was the next best thing. You could access everything from a live transmission from the streets of Salvador to videos of the bands and artists travelling on their blocos electric trucks through the throngs. You could even teach yourself some of the troupe dance routines to try out in your own front room There was also real time chat on Google+ with some of the bands and celebrities performing. Katie Shoard Head of Copy Date: February 2012 Social media campaign: Y ouTube Carnaval Carnaval This tongue-in-cheek campaign by British Airways skillfully incorporates Google’s Streetview to give the illusion of a Boeing 777 plane being driven down your street. It’s part of British Airways’ ‘Don’t fly. Support team GB’ ad campaign which humourously suggests Britons shouldn’t go overseas on holiday this summer but stay put to lend their support to the Team GB at the London Olympics. On their Facebook site users input their postcode to launch a personalised video advert which merges footage of a taxiing aircraft making it’s way through the streets with Google Streetview images creating the illusion of the plane being driven down your street. Katie Atkinson Account Manager Date: June 2012 Social media campaign: Don’t fy. Support Team GB BA f 10 11 On the YouTube channel you could access ten top dance routines plus live performances. Boeing 777 being driven by Anchorage train stop just by Red C HQ. +

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Date: Ongoing Social media campaign: V arious Jessops Various We wanted to promote the use of DSLR cameras through social media in a creative way. So a few Red C creatives knocked their heads together with The Mob Films to create a digital SLR film competition called ‘The Shot’. The idea was to invite film students and camera enthusiasts to shoot their own short movie and then post their results on Jessops YouTube site. The rules were that every entry had to be titled and based on the competition name The Shot and filmed using only a DSLR camera. The winner of The Shot would win a ‘money can’t buy’ prize… £5000 worth of camera equipment and an all expenses paid trip to spend the day on Paul WS Anderson’s latest film set. We created a poster which we mailed out to film schools used Twitter to target cinematographers screenwriters and budding filmmakers and received retweets to over 1 million people and got Paul WS Anderson to promote the competition with a YouTube video that received over 10000 views. Over 60 entries were made and then whittled down to 10 before Hollywood director Paul WS Anderson chose his top 3. They were then invited to a rather plush do in London where the winner was announced. Date: March 2012 Social media campaign: The Shot Stuart Clark Senior Copywriter f Facebook f 12 13 Over the course of the last 12 months we’ve worked hard to create what is a thoroughly engaging and interactive page for Jessops. We’ve quickly accumulated over 19000 fans and they are rewarded with engaging relevant content that allows them to share their passion of photography with other enthusiasts. We’ve run a number of photography competitions each of which have generated a great deal of interest and engagement. In fact the first competition we ran received over 400 entries. However it isn’t just the incentivised competitions that created the buzz. We’ve also had great success with our monthly non-incentivised ‘How to...’ homework challenges – our fans just love sharing their photos However what we are most proud of is how engaged and content-hungry our fans are when it comes to our daily feeds. We spend a great deal of time ensuring that the content that we publish isn’t just promotional but rich in value. By ensuring that the content is both timely and relevant we’re able to produce healthy and positive engagement rates and our fans just keep coming back for more. Steve White Strategy D irector Campaign poster for ‘The Shot’ Intro to competition from Paul WS Anderson on You Tube Some of the entries into our photo competitions. Jessops

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When a new Social Media platform arrives on the scene it’s a brave marketer who jumps into the medium first to see if it can work for them. Pinterest usage is gathering pace in the UK and whilst its format won’t work for everyone there are clearly opportunities for a good idea from the right brand to engage with its users. This was a really neat little competition from BMI and a great way to utilise the repinning function of Pinterest. Over 7 weeks between April and May BMI ran a weekly ‘Pinterest Lottery’ where flights to 7 of their destinations could be won. BMI set up 11 boards: Amman Basel Belfast Bergen Beirut Dublin Edinburgh London Marrakech Moscow Nice each of them containing 9 images from that destination numbered 1 to 99. To be in with a chance of winning you had to repin any of the destination photos the first 6 counting as your lottery numbers. If your number/picture was selected you were entered into a prize draw to win the flight. Date: April - May 2012 Social media campaign: The BMI Pinterest Lottery BMI Leigh Whitnall Account D irector Pinterest I really liked GUESS jeans’s creative use of Pinterest this spring to celebrate the launch of 4 new vibrant jean colours. Entrants were asked to choose one of the four ‘ambassador’ colours: Hot House Noir Teal New Plum Light and Red Hot Overdye and show how the colour inspired them on their pinboard. Each board had to have the title “GUESS my Color Inspiration” and each image had to be tagged with GUESScolor. A really nice way to get people talking about a new product. Date: March 2012 Social media campaign: Colour me Inspired Guess Jeans Surakshitha J agadeesh Account Manager 14 15 Entrants picked an image from 11 destinations for the chance to win flights. Entrants used the 4 colours of the Guess Jeans range to inspire their pinboards. Pinterest

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Various From Miss Marple to Jonathan Creek us Brits do love a good mystery. So when Walkers Crisps launched three new mystery flavours and challenged the nation to discover them: everyone understandably went bananas. The new flavours flew off the shelves and people were rushing online after sampling the goods to enter their flavour suggestions. This was a very simple yet quite brilliant mulitmedia campaign. People guessed the flavours via the Facebook site and the ones that got it right were entered into a prize draw for £50000. A TV ad was made to create campaign awareness and social media was used so audiences could interact with it and discuss the flavours. And it was the social media aspect that really impressed me. Why Because often social media campaigns look to use Facebook just for the sake of it and give no real benefits for the audience to visit the page. But not Walkers this campaign makes visiting Walkers Facebook page a rewarding experience as it submits clues as to what those three flavours could be. Unsurprisingly the campaign proved to be a huge hit. There were over 250000 views of the TV ad watched on YouTube the Walkers Facebook page achieved an astonishing 115000 additional ‘likes’ while the brand gained 9500 followers on Twitter. D awn Greaves Studio Manager Twitter Nike wanted to create a social media campaign that would motivate the masses and urge the nation to step up their game in 2012. So at the start of 2012 ‘Make it Count’ was launched a Twitter campaign that encouraged fellow users to tweet how they would achieve their future goals in light of the London Olympics. Posters and YouTube videos of famous athletes giving inspirational messages were created to promote the campaign and urge people to tweet. And the results Despite Nike not being an official sponsor of the Olympic Games research from Brandwatch shows that the company was dominating conversations about the event on the internet from 1st December to 7th February 2012 with 7.7 of the conversations about the Olympics associated with the brand. By contrast Adidas only pulled in 0.49 of conversations despite a reported £100m sponsorship deal to be the official Olympic sponsor. However it hasn’t all been positive for the Make it Count campaign in June 2012 it became the first Twitter campaign in UK history to be banned after 2 famous footballers sponsored by Nike tweeted on their personal account about their aims for 2012 using the Make it Count hashtag. The Advertising Standards Authority decided that this broke advertising regulations and these Tweets were ads. The mishap is a clear reminder that social media advertising is still in its infancy and care needs to be taken when experimenting with your brand in this area. Nike+ Andy Campbell Copywriter Walkers f Various 16 17 YouTube and Facebook were used to support an above the line campaign The tweet that landed the campaign in hot water Date: February - March 2012 Social media campaign: What’s the Flavour Date: December 2011 - June 2012 Social media campaign: Make it count

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18 Across the UK on Saturday 12th May over 14m people settled down to watch Pudsey the dog win this year’s Britain’s Got Talent Final. As is the case with any reality TV programme where viewers vote for their favourite act a large percentage of the audience use their phones laptops and tablets to tweet post and chat with friends as the onscreen action unfolds. During the commercial break Cadbury’s new Shazam ad campaign “Unwrap Gold” was launched and along with a Pepsi campaign became the first UK ad to use the app to interact with its audience. Shazam is a smartphone app that recognises the music used in adverts. Users are encouraged to hold up their phone to their television and ‘tag’ the music being played during the commercial for the chance to access tracks competitions and added value content. When you did this during the Cadbury’s ad you were automatically taken to an online quiz for the chance to win tickets to the 2012 London Olympics. The great thing about Shazam is that brands are able to gauge real-time response in a way that has never before been available for television it was successful too – around 50000 viewers ‘shazamed’ the ads. Sonya Greenwood Art Director Date: May 2012 Social media campaign: Unwrap Gold Cadbury’s Shazam 2012 Design Stuff Participants tagged the music in the ad for their chance to win Olympic tickets.

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