Five Top Social Media Campaigns for 2014
Last year, we wrote about some of the most inspired and successful social media campaigns of 2013. 2014 isn’t over yet but there’s already been some great campaigns that have taken the year by storm! Let’s take a look at 5 of the top social media campaigns this year thus far.
Amidst early setbacks and vitriolic criticism, the Obama administration realized that their success would ultimately be measured by the success or failure of the Affordable Care Act (ACA). In a mass appeal to young adults, the administration launched the #GetCovered campaign, a multi-faceted approach that was anything but subtle. The campaign saw the President appear on Between Two Ferns, a popular comedy video series hosted by Zach Galifianakis and propagated by Youtube (5.7M views) and Funny or Die (22M views). The campaign also appealed to the social clout of several celebrities, filmed other original videos, and ran a humorous print ad featuring “mom jeans.”
As for its effectiveness, the results speak for themselves. While the effectiveness of the ACA as a whole will likely be debated for years to come, the #Getcovered campaign was largely responsible for millions of Americans reviewing their insurance options (over 7 million new signups according to the Obama administration), with many of those millions finding coverage for the first time.
While #yesallwomen began as an outraged response to the May 2014 Isla Vista shooting, the campaign came to represent much more than this one isolated tragedy. The #yesallwomen hashtag was used 1.2 million times in just the first four days after its inception, and the number has ballooned from there. The campaign has been a huge success in allowing the people who stand behind it to apply their own personal meaning to the slogan. For some, it’s a radical stand against the attitudes of violence and resentment directed towards women; for others, it’s a daily reminder to stand up to more subtle and culturally ingrained inequalities that women face every day. Whatever it means to you, the campaign has had great success in uniting feminists and supporters and bringing the movement to the forefront of public discourse.
The Weight Watchers’ #SimpleStart campaign benefited from perfect timing and a simple recipe for success. Launched in sync with the New Years resolution hype, Weight Watchers wanted to highlight how making simple, everyday good decisions could be more powerful than making big promises to yourself, only to break them. The campaign allowed fellow resolution-makers to feel like they were part of a journey they were taking together. Sharing the healthy steps, good decisions, and the progress they made along the way allowed participants to hold themselves accountable and feel like a part of a giant social support group. Of course, the campaign was kick-started by a TV ad and the release of a dedicated mobile app, but social allowed for a much wider proliferation of Weight Watchers’ message than they would have gained from TV alone.
Though you might associate NASA with exploring outer space, they’re actually quite invested in studying our own planet as well. In a clever Earth Day campaign, NASA asked people use the hashtag #globalselfie to submit photos of themselves and their place on Earth, asking “Where on Earth are you right now?” The combined images (they used 36,422 images of over 50,000 submitted) were used to create a giant, 3.2 gigapixel mosaic of the Earth. The mosaic is fully zoomable down to individual photos… if you have enough time on your hands, you just might find the picture you submitted! The campaign was launched in part to raise awareness for a series of NASA missions aimed at studying Earth from orbit.
My NatGeo CoverShot
If Facebook is good for anything, it’s good for making your friends jealous with vacation photos… right? The National Geographic Channel (India) takes this premise up a notch with their “My NatGeo Cover Shot” campaign. To promote their show “CoverShot” (where photographers compete to land a Nation Geographic cover photo), National Geographic hosted a contest and created a photo tool that allowed Facebook users to turn their best travel photos into National Geographic magazine covers. The contest and photo app have helped www.facebook.com/natgeotv.india gain over 48 million fans.
Social media is a powerful tool for brands today. Whether you’re looking for brand awareness, campaign promotion, product launches, etc., social media provides you with an outlet to reach so many more people than you could have imagined. And when done right, just as these five campaigns, social media can have a lasting and positive effect on your brand and your social efforts. using social media tools can help you track, monitor, and manage your efforts so if you have any questions about how to get your social campaign started, drop us a line at firstname.lastname@example.org.
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