Social Media Campaign-Akansha Foundation’s Innovative Social Media Campaign

The Akansha Foundation is a NGO that has taken the initiative of teaching about 4000 under-privileged students. Unfortunately their noble cause faces the biggest challenge in form of shortage of teachers. We all understand the importance and presence of teacher in the process of education. In spite of trying different techniques, Akansha Foundation was unable to source sufficient number of applications for volunteers as teachers. They finally decided to tap social media and the results were simply astounding!

On 5th September, when other students in Mumbai were celebrating Teacher’s Day; Akansha Foundation kickstarted its social media campaign to make people realize the joy of teaching. Akansha Foundation targeted public places like international airport and malls and created a make shift classroom there. Armed with few benches and blackboards, volunteers of Akansha foundation converted small space at malls and airport into a mini-classroom. Students approached passers-by with a badge asking ‘will you by teacher?’ This gesture drew lot of attention and response from people. Passers-by stopped and spent 15 minutes with children teaching them varied subjects like math, history, arts, dance and photography. When these passers-by were questioned about their experience after they spent time with the children; they were exalted. Most of them admitted that they never thought they could teach.

Akansha Twitter

With this social media campaign, Akansha reached the core of the problem. It changed people’s mentality that teaching needs qualifications. Akansha Foundation’s ‘will you be my teacher?’ campaign gathered tremendous response. Thanks to tweets and retweets by Mumbaikars. A popular radio channel ‘BIG 92.5 FM’ invited listeners to conduct virtual classrooms for these students on air. Armed with support from BIG FM and Twitter, Akansha Foundation received four times the required number of applications for volunteers.

This social media campaign highlighted the use of simple yet effective technique to reach the masses. It once again proved the strength of Twitter in spreading the message and getting results. It also showcased the power of top influencers on social Media platforms. When a top influencer of the group tweeted about the campaign, the possibility of it being shared and retweeted increased considerably. Akansha Foundation achieved their results without spending a single rupee on classifieds and Ads. This campaign is a lesson for all marketing pundits that the most effective campaign doesn’t need to be campaign that is most expensive or most advertised. If you tap the right key, which in today’s world is social media; you will be in a position to make yourself audible.

You can catch the glimpse of this social media campaign by visiting https://www.youtube.com/watch?v=KwIzJfgzs9Y

Oreo Power Out Super Bowl Campaign Review- A Timely Ad on Twitter

Oreo served as a perfect example of doing the right thing at the right time with their Super Bowl power out ad on twitter. When lights went out at New Orleans superdome for 35 minutes, Advertisers saw their opportunity to use social media to capitalize the opportunity. Audi, Tide and Calvin Klein posted their respective ads during the power outage. However Oreo stood out from its competitors, they posted an ad captioning ““Power out? No problem” within 10-15 minutes from the time the lights went out. The Oreo ad had 10,000+ shares and 18,000+ retweets and favorites. Oreo managed to create the biggest advertising win with a free ad on Twitter at the time when ad slots on television were being sold for around $4 million.

Oreo’s success on Twitter was a result of quick thinking by its advertising agency 360i and super quick approvals from Oreo’s branding team. Oreo’s advertising team and branding team were together watching and analyzing the super bowl tournament in their office. When the power went out, Oreo’s ad team saw it as an opportunity to reinstate the brand. Copy writers and creative team were on their toes and they created the “Power out? No problem… You can also dunk in the dark” Ad for twitter. Oreo’s branding and marketing team went through the copy and quickly approved it. Oreo’s apt ad at the most crucial moment hit the nail home. Viewers shared and retweeted the Ad within minutes.

Oreo has proved the power of social media by winning the Advertising Super Bowl with just a single Tweet!Oreo served as a perfect example of doing the right thing at the right time with their Super Bowl power out ad on twitter. When lights went out at New Orleans superdome for 35 minutes, Advertisers saw their opportunity to use social media to capitalize the opportunity. Audi, Tide and Calvin Klein posted their respective ads during the power outage. However Oreo stood out from its competitors, they posted an ad captioning “Power out? No problem” within 10-15 minutes from the time the lights went out. The Oreo ad had 10,000+ shares and 18,000+ retweets and favorites. Oreo managed to create the biggest advertising win with a free ad on Twitter at the time when ad slots on television were being sol

d for around $4 million.

Oreo served as a perfect example of doing the right thing at the right time with their Super Bowl power out ad on twitter. When lights went out at New Orleans superdome for 35 minutes, Advertisers saw their opportunity to use social media to capitalize the opportunity. Audi, Tide and Calvin Klein posted their respective ads during the power outage. However Oreo stood out from its competitors, they posted an ad captioning “Power out? No problem” within 10-15 minutes from the time the lights went out. The Oreo ad had 10,000+ shares and 18,000+ retweets and favorites. Oreo managed to create the biggest advertising win with a free ad on Twitter at the time when ad slots on television were being sold for around $4 million.

The image was attached to a tweet from the Oreo Twitter account

(The image was attached to a tweet from the Oreo Twitter account)

Oreo’s success on Twitter was a result of quick thinking by its advertising agency 360i and super quick approvals from Oreo’s branding team. Oreo’s advertising team and branding team were together watching and analyzing the super bowl tournament in their office. When the power went out, Oreo’s ad team saw it as an opportunity to reinstate the brand. Copy writers and creative team were on their toes and they created the “Power out? No problem… You can also dunk in the dark” Ad for twitter. Oreo’s branding and marketing team went through the copy and quickly approved it. Oreo’s apt ad at the most crucial moment hit the nail home. Viewers shared and retweeted the Ad within minutes.

Oreo has proved the power of social media by winning the Advertising Super Bowl with just a single Tweet!

Social Media Campaign-Why Oh Yes Abhi Campaign Rocks?

Cola giant PepsiCo has acquired the official sponsorship of IPL T20 for 2013 for 396.8 crores. It revealed the first look of its new social media campaign titled Oh yes Abhi, about a week ago. This social media campaign kicked off with a TVC featuring youth icons like Priyanka Chopra, Ranbir Kapoor and M.S.Dhoni. Pepsi has been using the theme of “change the game for over two years now”. With acquisition of official sponsorship of IPL T20, PepsiCo decided to change their tag line. A close look at PepsiCo’s social media campaign reveals that they have understood their target audience (18-35). They have chosen a theme that surpasses the age, gender and cultural barriers. They capitalized on emotional quotient of the audience. Impatience is a part of everybody’s life and PepsiCo has managed to bring it out beautifully.

Pepsi’s Oh Yes Abhi! Campaign captures the pulse of today’s youth. It capitalizes on impatience of today’s youngsters. TVC shows captain cool Dhoni breaking into a victory gig in the middle of the stadium after the historic 2012 world cup victory. It also shows nervous Priyanka in the backstage who is gearing up for her first live pop concert. Ranbir portrays his boyish charms as he is struck in traffic and craving for yummy street food. TVC shows him gobbling panipuri’s and washing them down with a chilled Pepsi.

PepsiCo has used Facebook and Twitter to the optimum to garner maximum participation for the campaign. It asked fans to tweet their most impatient moments by using #CantWaitAbhi or #OhYesAbhi. Interestingly; the answers given by the fans pop up as bubbles in a large Pepsi bottle featuring on Pepsi’s Twitter page. PepsiCo has also launched a one day contest on Facebook whereby fans get a chance to attend the IPL2013 auctions as VVIP members. In order to be part of the contest, fans need to visit Pepsi’s Fan page on Facebook and answer three simple questions.

Oh Yes Abhi

Team at Pepsi India feels that their Oh Yes Abhi campaign will soon become a youth anthem as it symbolizes the pulse of today’s youth. Overall PepsiCo has intelligently used its social media platforms to gain audience’s attention and their support. They should increase the contest time on Facebook and keep the conversations flowing on all social media platforms. The campaign proves that constant engagement is the key to garnering maximum exposure for your brand. Campaign has innovatively used the Pepsi bottle to keep conversations flowing. The concept of audience’s answers in form of bubbles in the beverage is simply outstanding. It reinforces the brand and also adds a novelty factor to the campaign.

Oh Yes Abhi! Is catching up the youth frenzy rapidly and it shall undoubtedly benefit the cola giant in a long run.

Case Study3 – Spellbinders Paper Arts

Customers Make the Brand – Spellbinders Paper Arts Social Media Success Formula

spellbinders-social-media-case-study

Much ink has been spent on writing about the meaning and uses of social media as a tool for enhancing your business and therefore I shall not go down that lane. Having said that, however, I feel it is important to mention certain success stories of companies that have used this tool in their businesses and benefitted from it.

Spellbinders Paper Arts is one such company that has made optimum use of social media marketing to expand its consumer base. Based in Peoria, Arizona for the past five years, Spellbinders is a manufacturing company that has been producing tools that paper craft enthusiasts require for their work. While the company sells most of its good through hobby and craft store chains like Hobby lobby and other similar paper crafting stores, it also sells directly from its own company website, directly to the consumers. The main reason for the popularity of this company can be attributed to the importance given to social media marketing by the company.
According to the company, consumers make the brand and therefore it is important to reach out to as many consumers as you can to develop brand loyalty and popularity. The company makes use of blogs, Facebook, Twitter, Yahoo groups etc to enhance its consumer base. Spellbinders paper Arts also has about sixty YouTube videos posted and is planning on starting its Flickr gallery in the near future. The best part of the social media campaign of this company is that it is not restrictive in nature. In other words, if you are a member of Facebook then you can also join the Yahoo group of the same company. The company believes that this multiplicity will only encourage loyalty towards the brand. In addition, to the regular blogs it is important to note that the company is an active participant in the various blogs related to craft and arts.

According to Spellbinders Paper Arts, each blog is created with a view to teach the consumers about using the various Spellbinders products. Additionally, the company invites posts from its consumers on the various innovative ways in which they have used their products. This encourages active participation from the consumers and also develops new ideas and craft recipes that others can effectively use in the future. In fact, very recently the company organized a contest to promote its new product and received many entries from its customers, which also showed that there was considerable awareness regarding the new product.

Spellbinders Paper Arts uses a very novel way to reach out to the public using social media. The company along with its team of marketing people, it has a team of five freelance designers who create the various how-to blogs that are posted on different websites. Apart from these designers, the company also has more than ten design team members, who operate their own blogs and promote the company and its products. It is pertinent to note that the company organizes a yearly contest where the best design team is awarded based on their project and the ways they have used to promote the products of the company.

Moreover, Spellbinders Paper Arts makes full use of the power of links to various related sites in order to create a better presence on the Internet. It is important to note that while creating projects, one often has to use material created by other companies. Spellbinders acknowledging the role of other companies in overall creation promotes such businesses through their sites and blogs and in turn these companies help promote Spellbinders Paper Arts, thereby forming a symbiotic relationship.

Lastly, where a company sells its products through retailers, success in social media marketing can be calculated through the participation of its consumers on the various blogs and contests. One can safely say that customer is the key to success in social media and they are the ones who make or break the brand. Therefore, success in social media marketing can be achieved if you integrate it into your entire company system rather than view it as a separate component.

Special Thanks to Jay Baer for sharing this case study

Case Study2 – Dairy Queen

Social media is one of the most important marketing tools used by businesses today. Given the myriad social media sites available on the Internet, enhancing visibility of your company or business has become very easy. In fact, many businesses feel that this is the smart way of Internet marketing and brand building. However, it is important to understand how to use these tools to actually produce results. Often, people register with social media websites and forget about it and then complain about the lack of traffic to their website. Apart from following the four “P’s” of traditional marketing, Social media has a fifth ‘P’ – Participation, which is very important for getting positive results. Participation is a two-way dialogue between the company and the customers.

A very good example of the successful use of social media to actively communicate with its customers is Dairy Queen – an ice cream company that has been in business for over 7 decades. A very well known international brand in the ice cream business, Dairy Queen successfully implemented social media techniques to its advantage and reached out to a wider network of customers, thereby increasing its sales. Dairy Queen has always been a pioneer in exploiting all aspects of advertising to its advantage. In 2008, with the advent of social media applications, Dairy Queen was not to be left behind and adopted these techniques with the same fervor as traditional advertising strategies.

What exactly was the social media strategy of Dairy Queen that made it so successful? Well, firstly, there was a holistic acceptance of the techniques and principles of social media. Acceptance combined with their transparent attitude and the need for connecting with the customer ensured a successful social media venture. They adopted a five-prong approach in applying social media techniques to reach out to their customers by using the tools like:

• Blogs
• Podcasts
• Facebook
• Twitter
• Mobile technology
• FriendFeed

Dairy Queen ensured that their blogs did not print press releases but actually told stories of the company through the eyes of its employees. A chief brand officer was totally responsible for updating the contents and keeping in touch with customers. Audio or visual podcasts helped a lot in brand building and Dairy Queen used these tools to the optimum by using an articulate speaking approach via words. They conveyed the story of the company by way of an audio podcast that reached out to many people.

Facebook and Twitter are two of the common tools these days that many people use to promote their company. Dairy Queen, not one to be left behind, insisted on engaging in an active dialogue using both these social media tools. Re-tweeting customers who tweet them and following their clientele has helped Dairy Queen tremendously to promote their brand. Finally, Dairy Queen has made another win-win move by accepting the increasing use of mobile technology and is now looking to build a DQ store locator in iPods and iPhones, which would be made available via the iTunes app store. This move will surely help Dairy Queen go a long way in brand building.

If you look at all the above factors that made Dairy Queen so successful in its social media marketing venture, you will understand that it is total participation that actually would go a long way in making the most of these social media tools.

Source:Social Media Marketing Strategies
My Special Thanks to the author- Mike Fruchter

Case Study1: Procter & Gamble – Being Girl

P&G

Social media has emerged as a great tool in the recent years where you can market your products and services for free. The real value of social media – especially the social networking and microblogging sites, lies in the number of people who use them. It is an integral part of the business process to reach out to your targeted clientele and know them better. So, you can use the tremendous reach of the social media, especially the Web 2.0, to reach out to your customers, listen to their problems, participate in discussions about your offerings (products and/or services), and build a brand recognition. Be it twittering, blogging, or facebook-ing on the World Wide Web, you need to make some fans who are usually very vocal online and can do you a great service by spreading the word around. The icing on the cake for this is that you don’t have to spend anything at all!

If you still have doubts whether social media can serve as a useful tool for marketing your offerings online, you should listen about how P&G changed the way feminine-care products and other similar stuff from its stable needs to be marketed. The scenario of P&G’s marketing strategy changed with the launch of its community-building site – Being Girl, which provided a platform for young girls to discuss about feminine-care products and other health facts. If the girls had not got this platform, they would not have talked about the issues plaguing them so openly. By offering these girls a discussion forum, culture items targeted for this specific age group and health facts, P&G was able to increase its sales greatly.

The use of social media by P&G was able to drive home a larger point – A majority of products are like feminine-care products that people hardly like to talk about. So, you need to show your targeted clientele that you care, by talking about their problems and offering them solutions. Such conversation in turn would allow you to talk about your products eventfully and make a killing regarding your ROI (Return On Investment) as P&G has successfully done.

Source: econsultancy
My special thanks to the author- Meghan Keane