By Gagandeep Singh Vaid
The first question on reading the title of this blog could be,
What does the term ‘Social Media Campaign’ mean?
In simple words, I would like to refer to it as ‘collective activities performed on social media that aim at achieving a particular goal.’ In recent times, we have seen businesses coming up with interesting ideas (campaigns) to boost their sales. Some campaign ideas are for a short period of time, while some attach to a brand like its brand image or tagline/slogan.
KFC’s “Finger Lickin’g Good“, McDonald’s “I’m Lovin’ It“, or Burger King’s “Be Your Way” keep raising the brand image in the eyes of customers. They tend to come back every time & connect to their favourite brands. This is the case of tagline/slogans. Examples of the campaigns run for a short period of time include #GoodToKnow campaign by McDonald’s in 2015 and “Think Oven” by Dominos.
McDonald’s campaign aimed at diminishing myths that revolved around the making of their chicken nuggets. The company got Youtube star Raphael Gomes to create a ‘What’s in McDonald’s Chicken McNuggets?’ sponsored video, which rocked and upgraded the image of the company. Similarly, the “Think Oven” campaign from Dominos formed a connection with customers, as the company kept ‘MONETARY REWARDS’ for the participants. All they had to do was provide helpful suggestions/ideas to improve the services of the company. (winning ideas were also implemented with executive approval)
The easiest and effective way to fuel a campaign is by creating one hashtag that identifies to your goal seamlessly. Just the way #GoodToKnow campaign did exceedingly well on the social media platforms starting from Youtube. (McDonald’s wanted to recreate its lost image) The goal of the company was fulfilled, i.e., to regain the trust of the general public! (REPUTATION BUILDING)
Some other campaigns by popular brands are listed as follows:
Nike: Just Do It, Live Strong
Hero MotoCorp: Hum Mein Hain Hero, Ride Safe India (Promoting Road Safety – CSR Activity)
GAME OF HASHTAGS
Hashtags are the game-changers, given their discoverability, increased outreach and popularity amongst the youngsters. Media houses keep using different hashtags, also attaching them with various causes time and again. In addition, the collaborations with NGO’s, like-minded organization fuel the impact the media wants to create.
In the age of influencer marketing, social media campaigns are a big hit for brands. E-commerce based cashback website/app CashKaro uses #YouGetMore hashtag to influence the buyers to make more savings on their online shopping throughout the year. Such phrases and words enter the minds of the users and they relate them to their lives.
Businesses also create their brand image through these hashtags. Popular online portals namely, Humans of New York (#humansofnewyork), SoDelhi (#sodelhi), DforDelhi (#dfordelhi), Little Black Book (#ifoundawesome), The Culture Gully (#theculturegully), Streets of India (#_soi) feature content from the contributors who have used their hashtags in their posts. This trend is very popular on Instagram, which is the picture friendly app right from the beginning. “The more the number of times a particular hashtag is used, the better the relationship forms with the users.” – IT IS GOOD FROM BRANDING POINT OF VIEW –
SOCIETY FIRST / RAISING THE VOICE RIGHT
One case study of a Delhi based NGO working for the wellness of acid attack survivors is very inspiring. The NGO, Make Love Not Scars created a video clip of one of the survivors named Reshma. Through their campaign #EndAcidSale, the team attempted to convince the concerned govt. authorities to put a full ban on the open sale of acid in the market. The move got much support from the public and Reshma made a global impact by walking at the New York Times Fashion Week 2016.
Another campaign that came into the limelight was led by Radio City’s RJ Ginnie, who took on Delhi’s roads to motivate people to follow traffic rules and not forget to wear helmets while driving. The campaign was called #MeraGhaata where RJ Ginnie made people realize that it was their loss only to not follow the traffic rules. Road Safety is a big cause, and media organizations are trying their bit to inspire people to follow the rules for their safety.
In wake of the marketing tactics, what can’t be ignored is the room for positivity and wellness of the society. The #MeToo movement first began in America (2006) boomed to the news in India recently, and saw women raising their voices collectively against the men who had made forced sexual advancements towards them especially at the workplace.
The last example in this blog talking of Social Media Campaigns is of McGrath Foundation. The Foundation aims to provide breast cancer support and education charity in Australia. It raises money to place McGrath Breast Care Nurses in communities across Australia and increase breast health awareness. Recently, captain of the Indian cricket team, Virat Kohli joined in to help the foundation raise funds by wearing pink ribbon and gloves when he came out to bat.
Gone are the days when social media was just about posting selfies. If used properly, social media and moreover, social media campaigns can create a very positive impact on society.
What do you think on the same? Share your views in the comment section below.