In a timely move after a Pepsi ad flopped, Heineken found a way to raise conversation around its brand by showing that we aren't so different after all. Organization: Designed by BBDO Ad Agency, Malaysia (exact organization unknown). https://www.youtube.com/watch?v=jV-opIMAtD4. Place: Where do you want your audience to perform the desired behavior? It's interesting when we see brands take a stand. But unlike the plastic bag campaign, the message appears as, not after, someone makes a small choice that affects the environment. Twitter Comment Policy, General Comment Guidelines, and Privacy Policy. And how can you work to maximize your impact over time? Well, Metro Trains reported “a 21% reduction in track-related accidents” in the months following the campaign, including a “reduction of collisions or near misses with vehicles and pedestrians at level crossings” (Marstudio).

Why we love it: Help a Small Dane addresses the sunburn problem with needed urgency, but uses well-placed humor that its Danish audience appreciates. Park visitors are prone to sharing their selfies anyway, so the “feel good” benefit of adding a hashtag was an easy transition. The goal here is just to get people talking about Arby's, and it's working.

And instead of showing how a product is better than competing products, social marketing “competes” against undesirable thoughts, behaviors, or actions. Image: How to Post on Instagram from a Computer. ), Organization: Feed SA, a charity that works to feed needy individuals in South Africa, Product: Encourage food donations to Feed SA; secondarily, encourage people to visit the Feed SA website. What's especially notable about the campaign is Kraft's choice to “see itself real” at the end of the video. In addition to the video, the organization distributed sun safety kits to families with children who were flying out of Copenhagen Airport. Home improvement warehouse Lowe's took things a step further by creating an entire series, called “Fix in Six”, based on the six-second Vine platform. Customers go to the Warby Parker site, pick out frames that they think they'll like. Doing It is a national HIV testing and prevention campaign sponsored by CDC that encourages adults to get tested for HIV and know their status.
Now that we’ve thoroughly established the social marketing definition, let’s take a look at 4 essential elements for any marketing campaign—the “4 Ps”—and see how they work within the social marketing sphere. We’d love to hear them! Let’s dive in! As one of the longest, constantly-running social marketing campaigns, Earth Hour has been wildly effective in raising the awareness for the WWF. The empowerment behind the message worked, sparking a trending topic on Twitter that aligned L'Oréal Paris with like-minded consumers. They might not be convinced by news and typically presented PSAs about a certain social issue. This led to a buying spree and the infamous Coke logo being posted by users who found their names, or amusing combinations of other ones. Social Marketing Campaigns Marketing your product or service, in the B2B space, is undeniably challenging. Also consider the visual below from Amnesty International, which places people face-to-face with a child soldier in their own environment.

As the years have passed, TOMS has expanded its efforts to providing clean water, vision screenings, safe birth, and bullying prevention. GYT campaign materials include videos, special programming on MTV, and banner ads. Get Yourself Tested (GYT) - It's Your Sex Life is a social marketing campaign that informs young people about sexually transmitted diseases (STDs), encourages and normalizes testing for STDs, and connects young people to testing centers. Social marketing campaigns use multiple media channels to reach and saturate a target audience bringing about behavior change. We've curated a list of some of the best examples of social media marketing and we dig into why they all work so well. Nike found success by letting go and seeing how other people would interpret their message. The #WarbyHomeTryOn hashtag ran rampant on Twitter and Instagram, with prospective buyers showing off their frames and soliciting feedback from their friends.

Testing Makes Us Stronger is a campaign sponsored by CDC that encourages African-American gay and bisexual men, with an emphasis on 18- to 24-year olds, to get tested for HIV and know their HIV status. Wendy's has won accolades from customers and media alike for removing the filter that we normally see.


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