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Top 6 Social Media Campaigns of 2013

The greatest part of marketing on social media is that it’s limitless. Your message can spread across countries in ways that could never have been dreamed of just a decade ago. Social media managers are constantly revolutionizing how we bring a brand’s message to millions of people. Let’s take a look at the top six most creative social media campaigns that happened in 2013.

1) Three’s Dance Pony Dance

Not even sold in America, yet Three, the fastest growing mobile network in the UK, created a campaign that went viral around the world on social media. It started with a TV commercial sporting a Shetland pony moon-walking. But what made this pony go viral was the little hashtag #danceponydance, which was tweeted over 140,000 times in the first five days. The YouTube video now has over 7.8 million views and 13,000 Facebook shares proving Three’s slogan true that silly things matter.

2) Oreo’s Timely Blackout Ad

You can’t look back on 2013’s social media year without thinking about Oreo. This little cookie generated a lot of buzz using only social media. The spark that started this wildfire began at the Super Bowl with the timely image of still being able to dunk Oreos in the dark, referring to the game’s black out. The simple ad created in under five minutes generated over 16,000 retweets and featured on news stories across the web. Oreo’s agency continued to impress users and marketers with their Tic-Tac-Toe banter with Kit Kat on Twitter.

3) Dove’s Real Beauty Sketches

Currently the most watched video ad of all time, Dove’s Real Beauty Sketches has over 163 million views across platforms. Dove used this concept on multiple social platforms, such as their Mother’s Day Google+ Hangout helping them reach over 275,000 followers on Google+. The social media campaign won the Titanium Grand Prix, which is the highest honor at the 2013 Cannes Lions International Festival of Creativity.

4) Playworld Systems’ Write to Play

Playworld Systems put together a “Write to Play” Facebook contest that increased their fans from 600 to over 9,000. The contest asked entrants to submit an essay of why they wanted to “bring play” to their community and a picture of where the free playground given by Playworld Systems would go. What makes this campaign creative is how it was able to garner publicity in local newspapers as entrants rallied their community to vote on Playworld System’s Facebook page for them to win the free playgrounds.

5) Water is Life #FirstWorldProblems

The non-profit, Water is Life, hijacked the hashtag #FirstWorldProblems in a video that featured Haitians reciting and responding to American’s trivial #FirstWorldProblems tweets. The YouTube video that garnered quite the commotion on Twitter resulted in over one million days’ worth of clean water being donated. The video does a great job spreading awareness of Water is Life’s mission and has over 2.5 million views on YouTube.

6) Kmart’s “Shipped My Pants”

Kmart has had a rough few years.  While their new commercial to promote their free shipping service met with mixed reviews on TV, the “Shipped My Pants” sleight of mouth hit it big on social media. Kmart included the hashtag #shipmypants in their commercial rolling in hundreds of tweets and Facebook likes for the brand’s social pages.


About the author: Alicia Lawrence is a content coordinator for WebpageFX and blogs in her free time at MarCom Land. Her work has been published by the Association for Business Communication, Yahoo! Small Business, and PR Daily. Find her on Twitter: @Alicia_Lw


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