Do you get ideas for social media marketing from case studies? It's smart to compare your business to others in the industry and steal ideas from them, but it's also beneficial to study the strategies employed by the most successful firms. You may not be able to match their spending, but you may learn from their strategies.
To help you get started, I've compiled a list of the five most successful brands on social media and the lessons you can take away from them.
1. Mercedes-Benz - Repetitive, fruitful social media advertising campaigns
As far as I can tell, Mercedes Benz's social media initiatives always come out on top. In particular, I remember their ad from 2013 as being one of the best Instagram marketing campaigns ever. Mercedes wanted to appeal to a younger demographic, so they gave five of the most popular Instagram photographers the keys to a brand-new Mercedes CLA. So, they all worked really hard to get the most likes, because the winner got to keep the car.
Mercedes has, by the end of the campaign's run, been awarded:
87,000,000 Instagram views from organic sources
Over 2 million likes on Instagram
150 fresh promotional tools (stunning photos)
Can you draw any conclusions from this? Could you issue a challenge to your followers and turn it into some sort of contest or marketing push?
Is it possible to hold a contest to encourage early product testing?
You must consider who you are writing for. What sort of reward do you think they would appreciate?
You might use social media to find bloggers and influencers who will write positive posts about your product or service, much like Mercedes did. Whichever side gains the greatest support is declared the victor.
2. Dove - Resonating with their demographic
Do I have a problem, or do you find yourself getting emotional over the various Dove commercials? You'll understand if you've watched their recent Real Beauty drawings advertisement. It is Dove's mission to improve women's self-esteem. They've done their research, and they make stuff that women can relate to on a personal level.
Dove conducted a study and discovered that 80% of women encountered unfavourable conversation online. Dove set out to alter that and provide a more upbeat alternative for using social media. Therefore, Dove collaborated with Twitter to create a tool for the #SpeakBeautiful Effect, which analyses the time of day when individuals are more likely to use negative language in reference to their bodies.
Dove claims that their message inspired women.
To date, more than 168,000 times have been spent using the hashtag #SpeakBeautiful.
They know their target market, as evidenced by the 800 million social media impressions their campaign received.
Unless you know who, you're talking to, you won't be able to connect with them. Developing personas is a great tool for this purpose. You'll have a leg up on the competition by taking into account demographic information like age, employment status, interests, and more when developing content for your target audience. The next time you're trying to come up with an idea as effective as Dove's campaign, consider how you may connect your target demographic with your brand's core principles.
3. Nutella, with its amazing, saliva-inducing substance
Whenever I read a post, I get a need for Nutella. The majority of individuals, including myself, take pictures of their meals before digging in. Similar to what Nutella does, only better. Nutella isn't scared to mix things up and try new things. They take the mundane chocolate spread Nutella and make it entertaining. How much fun do you have with your brand, or could you have more?
You can have some fun with your brand by doing the following:
Is your social media presence widespread? Instagram is not necessarily for B2B companies, but it may be used to show off your brand's values through narrative. As an excellent case in point, consider FedEx, who frequently displays photographs of their constantly moving fleet of delivery trucks. Insight into a consistent narrative from them is the most important takeaway.
An excellent strategy to expand your content's horizons and see how key influencers/bloggers fun with your brand have been to follow their lead (if this is new to you, read our post on the rise of the social media influencer).
Can you get your followers to talk about their experiences with your company instead of posting pictures from the office? Perhaps you might throw a party or arrange a meeting to introduce yourself.
4. Oreo - Well-organized, timely content delivery
Oreo is another company famous for its innovative use of social media to promote its products. Their content is well-designed; thus, they must employ a sizable design staff. Branding-wise, they are reliable, and in terms of keeping up with current events, they are spot-on. Remember when the Super Bowl had a half-hour blackout and Oreo tweeted throughout it?
Well over fifteen thousand people shared this on Twitter. When it comes to your brand, do you ever try to be creative? Anticipate upcoming opportunities to leap on and prepare for them in advance.
Have you ever considered making a schedule for your social media posts? Read this article for some B2B content marketing advice to get you started if you're not already creating content or download our B2B marketing strategy suggestions handbook for 2021.
It's recommended to plan ahead for material to avoid last-minute panic. Once a month is ideal, but even twice a month is better if you can do it. So, you can see what's happening and when, and work your content around that. This will allow for any spur-of-the-moment creative to be completed, such as reacting to timely events like the Oreo blackout.
Airbnb's material, which appears to be a visual travel blog, is popular with users because it is so appealing to the eye. Photos taken by its hosts and visitors are shared on Instagram. Real photographs express the spirit of their new slogan, "Don't just go there; live there." Every Instagram post averages between 3,00 and 14,00 likes.
As an excellent illustration of "out of the box" thinking, this is a fantastic example. AirBnB's main focus is on providing lodging. They share more than just pictures of people's living rooms. Travelers who stay in unique areas are more likely to form meaningful relationships with locals and other guests because they are exposed to local culture and sights. Branding is important, so ask yourself if you're only talking about the product or service in your social media posts. Why not engage your audience with a story?