Leveraging Digital Marketing for the 21st Century Enterprise

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Digital Marketing Authors: Pat Romanski, Kevin Benedict, Emily Jackson, Ankit Panchal, Mehdi Daoudi


5 B2C Marketing Examples Digital Marketers Can Learn From

It goes without saying that social media marketing has become one of the most reliable ways to interact with your online consumer base. There are 3.028 billion active social media users around the world which means about 40% of the global population is using social media. The increasing proliferation of social media is not showing any signs of slowing down. That’s why an increasing number of companies are going social to promote their brand.

However, in this saturated digital landscape, reaping the connective benefits of social media has become more difficult. Only the brands with a compelling social media campaign can successfully generate consumer engagement and create brand awareness. Instead of bombarding you with incoherent statistics, we have decided to share with you 5 marketing campaigns that rocked the social media. They will prove instrumental in creating equally successful campaigns for your business.

BuzzFeed Tasty: Overhead Instructional Cooking Videos

If you have been using social media for a while, you are probably aware of overhead instructional cooking videos. No one knows who invented this technique. But, Tasty, a division of BuzzFeed, has certainly mastered this technique, turning it into a global social media sensation. They have refined and monetized it successfully as well.

Most videos are less than a couple of minutes long. They are suitable for Facebook’s autoplay feature which plays videos without turning the sound on. They use only high-quality videos and well written and informative instructions. So, you don’t need to turn the audio on while watching these videos.

As these short videos have earned millions of views, global food brands and restaurants are starting to notice. Using the Tasty App, viewers can purchase products tied to a video. Just tapping on the product will take you to e-commerce store Jet.com to complete the purchase. We can learn from this brand that tastefully created video content can provide extensive reach.

BlueStone: #BeLikeAlia and #AliaBhatt
BlueStone is a startup from India selling online jewelry. They have been aggressively promoting their brand across all channels. Recently, the company launched the #BeLikeAlia campaign roping in the next generation Bollywood superstar Alia Bhatt to entice the conscious young shoppers from the urban area. The campaign which also uses hashtags #AliaBhatt focuses on the ease of trying out jewelry at home. The advert shows Alia trying the jewelry without leaving the comfort and privacy of her home.

More than 20% of the customers are already using Bluestone’s “Try At Home” service. The campaign aims to boost this number in the coming months. Using a celebrity brand ambassador or influencer is a rather conventional approach. However, getting Alia, whom most young women shoppers in India admire, to endorse the brand seems to be the right move. The campaign was launched ahead of the festive season in 2017. BlueStone teaches us that, sometimes, conventional approach can also work.

TOMS: #WithoutShoes
TOMS, a shoes manufacturing company based in Playa Del Rey, California. They also manufacture eyewear, coffee, apparel, and handbags. “One Day without Shoe Day” concept was created by the Blake Mycoskie, founder, and owner of the company. The #WithoutShoes campaign is a classic twist on the brand’s social initiative “one-for-one shoe.” TOMS offered to donate a pair of shoes to a child in need for every barefoot photo posted on Instagram with the hashtag #WithoutShoes.

The campaign provided TOMS’s customers a chance to show their humanitarian side. As a result, it went viral generating hundreds of thousands of Instagram posts from existing consumers, celebrities, and new potential customers as well. It is a perfect example of combining social responsibility, brand value, and social media marketing. Isn’t that a win-win for all parties involved?

This recurring campaign teaches us how to use your brand’s social footprint to create a loyal online consumer base. In 2016, the company donated more than 27,000 shoes through the campaign. So far, they have donated more than 75 million shoes across 70+ countries since the beginning of “one-for-one shoe” initiative in 2006. TOMS has expanded the campaign beyond shoes and into other forms of welfare over the years.

Nusret Gökçe: #SaltBae
Sometimes, you can leverage the power of social media without having sophisticated tools and extravagant budgets. Nusret Gökçe, the co-owner of restaurant chain Nusr-et Steakhouse in Turkey, is the perfect example in this regard. Last year, the chef uploaded a short Instagram video showing off his quirky seasoning style and knife skills that quickly went viral. In less than 48 hours, the video gained over 2.4 million views and 8,700 comments. It has generated more than 16 million views on Instagram.

Though the chef didn’t come up with the #saltbae hashtag, he used it to build an affable personal brand on the social media. Irrespective of whether the campaign was strategically planned or not, Gökçe still managed to achieve his goal to raise awareness for his restaurants. This campaign proves, yet again, that the social media isn’t about your brand or products. It is about what people want. If you provide what they want, your social reach will increase exponentially.

Worldwide Breast Cancer: #KnowYourLemons
Not every brilliant social marketing idea comes from a leading brand or a local business. Worldwide Breast Cancer, a US-based nonprofit has been successfully using social media tactics to educate women around the globe about breast cancer. The #KnowYourLemons campaign has gone viral making lemons the new stand-in metaphor for breasts. In just three weeks, the campaign reached over 166 million people around the world.

Unlike most viral social media campaigns, however, this one uses light humor to educate people rather than just entertain. The founder of the charity Corrine Beaumont designed the iconic image comprising twelve lemons that show various signs of breast cancer. It is a clever idea which successfully overcomes the legal barrier of nipple-based censoring rules and the overall taboo associated with the topic. It teaches us how powerful visuals can be when you harness the potential of modern designing principles.

Wrapping Up

Hopefully, the above examples will inspire you to refine your social media approach and to get the word out to your target audience. How did you develop your social media campaign? Did you use any of the approaches mentioned in the examples above? We would love to keep this conversation going. So, share your experiences and opinions in the comments below.

(Image source: 1, 2, 3, 4, 5, 6)

More Stories By Ankit Panchal

Ankit Panchal is an SEO Analyst and Strategist at E2M - a full service digital marketing agency based out of India. He's always in search of new link building & content marketing strategies. He makes sure his defined strategies work well for all the clients and is always ready to help anyone in the team.