SOCIAL MEDIA
From Nike’s Olympic efforts to Coca-Cola’s Facebook makeover, TB&I looks at some of 2012’s most creative online marketing campaigns.
In 2012, the average number of tweets sent per day rose to 175 million. Facebook users reached one billion and virtual pinboard site Pinterest became the world’s fastest growing social network.
From sports fans expressing their Olympic excitement
to the millions who watched and
shared campaigning video Kony 2012, Internet users spent more time on the social media than ever before, trading views, sharing jokes and pledging allegiance to their favourite bands, brands and products.
Te money and resources brands invested in social campaigns last year also increased: according to Worldwide Business Research, 78 percent of luxury brands increased their social media marketing spend in 2012, and market analysts have predicted that the annual amount spent on social campaigns in the US will rise to more than $9 billion by 2016.
To mark this record-breaking year, TB&I has trawled the web and rounded up some of 2012’s finest online branding campaigns.
Facebook Heineken: ‘One like, one balloon’
In January 2012, Dutch lager brand Heineken launched a one-day campaign pledging to blow up one green balloon in its Sao Paulo office for every like its Brazilian Facebook page received.
Staff posted regular videos from inside the office, and sent personalised messages thanking users for their support. In just a few hours, the office was filled from floor to ceiling.
Thought up by advertising agency Wieden + Kennedy, ‘one like, one balloon’ was simple but effective, generating more than 12,600 likes and more than 200,000 video views on the day.
www.worldipreview.com
It also increased awareness of Heineken’s trademark green packaging, helping the brand stand out from its competitors in the world’s fourth largest beer market.
Andre Gustavo, managing director at Wieden + Kennedy in Sao Paulo, said it also reinforced the brand’s “cool” image and attracted new customers.
“One like, one balloon was developed to
celebrate reaching one million Facebook fans. One year later, we’ve increased the fan base to 1.65 million,” he said. “There was an increase in both sales and brand awareness for Heineken across the whole of 2012, and while we can’t tell for sure how much of it came from one like, one balloon, it was a good kick start,” he added.
Grey Poupon: ‘The society of good taste’
Most brands’ online marketing campaigns are designed to attract as many new followers as possible. But in September, French Dijon mustard maker Grey Poupon took a different approach.
Te brand set up a Facebook page named ‘Te society of good taste’. Instead of asking Facebook users to like the page, Grey Poupon asked them to apply for ‘membership’. Te company then used an application to scan users’ likes and interests and assigned them a score which determined if they had enough taste to join. Users who failed the test were denied membership.
Refusing potential customers access to promotional web pages is a risky tactic, but it paid off for Grey Poupon and attracted media attention from around the world, as well as thousands of new fans. And by curating its following, the brand was able to reinforce its luxury image and stand out from cheaper competitors.
Trademarks Brands and the Internet Volume 2, Issue 1 17
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