Social media has become one of the greatest ways to promote brand awareness when you are just starting out with an online business. City Escapes Nature Photography came to that conclusion after starting their business selling limited edition wildlife and landscape prints mainly at art shows. Currently they intend to transition their business to be done primarily online. Due to the little recognition they currently have, they are using social media as a way to increase their brand awareness and to reach out to customers who may not be able to attend the art shows that they host.
Their first campaign they did that focused around social media was a standard “Get the Word Out” Facebook contest. After having a low number of friends on Facebook a year after setting it up they set a goal of growing their seven friends to 100 in a month and a half in order to raise their visibility within the Facebook community and also potential customers who share an interest in nature prints. The deal they made with their fans was if they reached that goal of 100 Facebook friends they would then raffle off a limited edition photograph among those who liked their Facebook page.
To start promoting this contest, City Escapes Nature Photography reached out to their friends and family to like their page and to share it with their friends. This turned out to be successful as mostly all of their friends they asked to like the page did, but only few shared the information with their friends. Because this was their first social media effort they did not want to use Facebook ads so they could determine the effectiveness of their approach. Throughout the month and a half they ran the contest they would remind their personal and company friends about it once a week. They also highlighted the promotion in their newsletter and put it on the front page of their website.
The end of the campaign resulted in them tripling the number of likes they already had on Facebook, although they did not reach their quota of gaining 100 Facebook friends. Given the baseline response they received, they plan to run a similar contest next year possibly including Facebook ads. They said it is important to be realistic about the impact of any particular campaign so that you can appreciate each success as it happens.
Here’s a face that is well known to many, the Old Spice Guy. Old Spice started out with their “The Man Your Man Could Smell Like’ campaign and took that campaign a step further with their ‘Response’ campaign. Putting the two campaigns together created much success for the brand. The ‘Response’ campaign included 180 personalized Youtube videos from fans questions and comments on Twitter and Facebook.
One Tuesday morning in July the Old Spice Guy, also known as Isaiah Mustafa, went to Twitter to hear questions made by fans of his videos. One of the questions were, “If there was an epic battle between you and a rabid lion, who would come out looking better?”. Mustafa would find the most asked or most interesting questions and make his next video based on those questions. Mustafa did this for one day only, gathering enough questions to later maker 180 videos to answer those questions.
Not only did Mustafa respond to fans, but also celebrity admirers. After actress Alyssa Milano tweeted to Mustafa that she had a crush on the Old Spice Guy, he posted three videos dedicated just to her. At the end of one of the videos it showed the Old Spice Guy writing a love note to her and sending a bouquet of flowers. The result of this celebrity flirting on Twitter created a massive ‘Wow Effect” and caused the campaign to quickly go viral.
In another video Mustafa grants a request from a fan that goes by the user name of jsbeals to propose to his girlfriend. As the Old Spice Guy, Mustafa pulls out a diamond ring, two candelabras and says “Your love has blossomed from a seed into a fully grown love plant and now it’s time to fertilize that plant, will you make jsbeals the happiest man in the world and marry him in real life?”
Using Isaiah to play the Old Spice Guy caused many people to talk about the brand on a daily basis. Instead of using his actual name, they refer to him as The Old Spice Guy, getting people to always say Old Spice. The Old Spice brand stayed connected with fans through these videos by taking the time to respond to as many fans as they could. It shows fans the dedication Old Spice has to make relationships with their customers.
So what would happen if the Old Spice Guy fought with a lion? Well, he lets us all know that they would both come out looking amazing. Because the battle would end with him sitting a top of this lion in a saddle encrusted with giant, expensive jewels, and rock guitars playing perpetual solos.
Statistics From The Campaign
- Received 5.9 million Youtube views the first day
- On the second day of the campaign, 8 of Old Spice’s videos were named most popular out of 11 on the web
- A week after the campaign launched, their Youtube videos received over 40 million views
- Old Spice’s Twitter followers increased by 2700%
- Facebook fan interaction went up 800%
- Traffic to Oldspice.com increased by 300%
- Branded as #1 most viewed branded Youtube channel of all time
- Old Spice sales are up 107% making them the number one brand for men’s body wash
Daily people are on Twitter tweeting about something during their day that has irritated them. All those people probably think that their tweets are going unheard, but not with Edge Shave Gel around!
What is the worst thing that can happen in the morning? Waking up with no cereal. That is what happened to fellow tweeter, David Berkowitz. He was so irritated after finding out he was out of cereal that he went to Twitter to share his dismay. Probably thinking his tweet would go unheard, Berkowitz was surprised to find Edge Shave Gel had sent him enough cereal to last for a very long time.
“I am still eating the cereal they sent to me, so the positive brand association continues,” says Berkowitz.
Since the Anti-Irritation campaign started in September 2010, Edge Shave Gel has shared their random acts of kindness with 234 tweeters giving out everything from iPads and computers to YouTube videos of dancing pandas, in an attempt to make someones day. In only three months they had gained 1,500 Twitter followers.
The voice of Edge Shave Gel on Twitter is @EdgeShaveZone, a team of two who would seek, respond to, and relieve irritation for tweeters that used the #soirritating hashtag. Katie Facada and Kevin DeStefan worked full time monitoring tweets of irritations in a room they call “the Zone”. Focusing on the tweets was a full time commitment in order for the campaign to be effective. They wanted to interact with tweeters in real time instead of having to wait for client approval. To avoid being boring, Katie and Kevin kept their tweets honest, conversational and real.
During the campaign the team members came up with many interesting ideas to help people lower their irritations. For instance, one lady tweeted that she is tired of her husband not putting in his hearing aids. Well they could not send him hearing aids and there was no way make the husband turn on his aids, so they sent the wife a megaphone. Another woman tweeted that she had voices in her head that were speaking Spanish. Edge responded to that by sending here and English/Spanish dictionary.
Sometimes there were tweets that just could not be solved, but the team realized it’s not the prizes that count, it’s the thought. “A lot of
times we didn’t even have to give out prizes to solve irritations,” DeStefan says. “We had one computer programmer, she tweeted us saying that it was so irritating that she was having to program for old browsers. And obviously we really couldn’t do much about that irritation, so we sent her a video of a dancing panda, and that made her day.”
Before the #soirritating hashtag was created Edge set up a Hootsuite to find the most irritated tweeters and surprised them by offering them solutions. As soon as people became more familiar with the campaign, the Edge team was able to start tweeting timely conversation topics like “What love songs are #soirritating?” for Valentine’s Day, or “What Halloween candy is #soirritating?”.
Designing the campaign on Twitter promoted the brand and also built on top of what Twitter followers have always been doing, complaining. “We picked Twitter because we noticed that a truth about Twitter was that people were always talking about how irritated they were about things, and we have a product that matched that truth, which was anti-irritation, so that was a good place for us,” says Katie Facada.