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Pinterest has been recognized as the third most popular and biggest social networking site after Facebook and Twitter. It is interesting to see how business organizations are tapping into this social medium that works as a picture board. Most of the organizations and SME’s use Pinterest to pin their product images however two most innovative and successful social media marketing campaigns that were created using Pinterest were by Jetsetter and British Midland International.
Social Media Marketing Campaign #1- Jetsetter
Jetsetter created wave on social networking site Pinterest with their unique giveaway campaign. Aptly named ‘Pin it to win it’, this contest required the participants to create an ultimate destination pin board under four categories, escape, adventure, cosmopolitan and style. The pin board had to include ‘Jetsetter curator’ in the name and the pins required to have hashtag #JetsetterCurator. Winning boards were selected by panel of judges and each winner won a three day stay at the destination in each category. This campaign also incentivized people for sharing the content by rewarding the most followed pin board with $1000 jetsetter credits. This campaign increased Jetsetter’s web traffic by 150% and enhanced their fan following on Pinterest by 3000 members. This campaign integrated simple and effective principle of enhancing visibility and incentivizing sharing to gain more followers.
Social Media Marketing Campaign #2- British Midland International
British Midland International created the first ever lottery contest on Pinterest. Users had to do is Pin up to six images from seven destinations on their Pinterest boards. All the photos are given a number from one to 63. Every week. BMI chose a photo at random and if the photo belonging to user got pinned, the user would win a free BMI flight to selected destination. This campaign gained lot of exposure from different sites and soon it became the talk of the town. BMI benefitted from enhanced web traffic and mass scale branding with this campaign.
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Kumbh Mela is one of the biggest pilgrimages in India. Millions of Hindus across India come to the Kumbh Mela to offer prayers and take a dip in holy water. This mass pilgrimage is held every three years. This year the Maha Kumbh Mela is hosted at Allahabad. Lifebuoy saw this mass gathering as an excellent opportunity to create awareness about washing hands to prevent infection. Lifebuoy tied up with hundreds of restaurants and cafes at the festival venue to spread this message. Lifebuoy’s activation partner Ogilvy Action came up with an unique way to create awareness about good hand-washing habits. They created a unique heat stamp with words” Lifebuoy se haath dhoye kya?’
This heat stamp was used on over 2.5 million rotis. Rotis are commonly eaten with dal, gravies and vegetables. The only way of eating rotis is to use your hands. When customers placed their orders, the first roti served to them had the words ‘lifebuoy se haath dhoye kya?’ heat stamped on them. This roti served as a reminder to all customers to wash their hands before meals to prevent infections. It reinstated the importance of hand washing habits. This unique way of reminding people worked brilliantly as pilgrims made conscious efforts to wash their hands before meals. Reminder stamped roti left an indelible mark in the minds of pilgrims. They are sure to remember the reminder every time they sit for their meals and see a regular roti in their plate. You can watch this brilliant concept at http://www.youtube.com/watch?v=e_2tQekUDy8
With this unique roti reminder campaign, lifebuoy proved that simplistic ideas are powerful. They drove home the point by subtly advertising their product with most practical advice in the real time environment. Unilever proved that one does not always require celebrity endorsers to create impactful advertisements.
Another brilliant ad concept by Lifebuoy in association with Lowe Lintas was the ‘help a child reach 5 campaign’. This campaign was designed to inspire the viewers to inculcate healthy hand washing habits. Nearly 2 million children across the globe lose their life due to diarrohea and pneumonia. These deadly diseases can be prevented by developing healthy hand washing habits. The ad campaign showed a villager walking across the village to a temple using his hands. Several villagers are following him to the temple. The procession grabs a tourist’s attention, who walks to a villager and asks what the procession is for. He asks her to follow the procession. At the temple, the man is shown offering thanks to the god because his son turned five years old. The tourist is surprised and wonders what is so great about the child turning five years old. The villager explains that this is his first child who has managed to live past five years. The social media campaign created awareness about the global infant mortality statistics and importance of washing hands to prevent infections.
Lifebuoy help the child reach 5 campaign appealed to the viewers emotionally. It inspired them to inculcate healthy hand-washing habits. This emotional campaign facilitated people and organizations to come together and join the cause of eliminating child deaths due to infections. You can watch this social awareness campaign on YouTube
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