Module 4D. Top 5 brands

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Southern New Hampshire University *

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Marketing

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Jan 9, 2024

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Module 4D. Marketing Campaigns The evolution of social media has had a significant impact on how brands promote their products or services compared to traditional advertising methods such as print ads or Tv. The Internet and social media have allowed brands to reach a wider audience with millions of people connected through platforms such as Facebook, Instagram, Twitter, and Tik Tok. Companies can also target their audience by using specific demographics, interests, and behaviors which can ensure that their ads are seen by the people most likely to be interested in their products or services. Overall social media has revolutionized the ways brand market their products and services. As social media continues to evolve, it is likely that we will see even more innovative methods for companies to promote their brands in the future. Here are five brands that have successfully promoted their products on social media and achieved a positive ROI: 1. Nike A. Nike is a great example of a brand that has successfully utilized social media to promote its products. The company uses multiple social media platforms, including Instagram, Twitter, and Facebook, to showcase its latest products, announce new releases, and highlight its brand values. Nike's marketing campaigns on social media are carefully crafted to appeal to its target audience, which includes athletes and fitness enthusiasts. By leveraging social media, Nike has been able to engage with its customers, build brand loyalty, and drive sales. B. The company uses multiple methods to measure campaign success and ROI such as website traffic, click-through rates, and sales data. The “Better for It” campaign

launched in 2017, exceeded expectations as people were engaging by using the hashtag #betterforit to share their personal fitness process and accomplishments. C. The “Better for It” social media campaign encouraged and empowered women to incorporate a healthier lifestyle to better their lives by promoting tv ads, launching the 90-day Better for It challenge, and providing workouts, and training tips through Nike’s training club and running app. “Nike encourages users to share their experiences and use the hashtag #betterforit, making an excellent user-generated marketing effort” (Garces, 2022). The campaign was widely known and it's a positive portrayal of women and its empowering message. It helped solidified Nike's position as a brand that is dedicated to promoting fitness and empowering women to achieve their goals. By promoting the campaign through social media platforms and engaging customers to share their own experiences, Nike was able to successfully achieve a positive ROI. 2. Glossier A. Glossier is a beauty brand that has built a cult-like following on social media. The company's marketing strategy is centered around user-generated content (UGC) and influencer partnerships. Glossier encourages its customers to share photos and videos of themselves using its products on social media, which helps to create a sense of community around the brand. Glossier also partners with influencers and micro-influencers to promote its products to their followers. By leveraging UGC and

influencer partnerships, Glossier has been able to generate buzz around its products and achieve a high ROI on social media. The "Body Hero" campaign featured a series of images and videos that showcased women of different sizes, shapes, and skin tones. The campaign emphasized the idea that all bodies are beautiful and that women should feel confident and empowered in their own skin. Glossier's messaging was uplifting, and the campaign was praised for its positive portrayal of women. B. In order to measure the campaign’s success, it's important to collect and analyze qualitative and quantitive data. The body hero campaign earned 33,00 during the first week of its launch. In the first 10 days, the #bodyhero hashtag generated “Over 5,000 uses throughout all social media platforms, and Glossier lit up the conversation of body positivity yet again, allowing women to feel as empowered and beautiful as their natural selves” (Wevetoblog, 2017). The media statistics were gathered from a timeline starting in July until September 2017.

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C. Glossier has also been praised for its minimalist branding and packaging, which emphasizes simplicity and ease of use. The brand's messaging is consistent across all of its marketing channels, which helps to reinforce its message of inclusivity and natural beauty. Overall, Glossier's "Body Hero" campaign is one of its most famous and successful marketing efforts, thanks to its positive messaging and celebration of diversity. The brand's use of UGC and minimalist branding have also helped to build a strong community of loyal customers who are passionate about Glossier's products and message. Glossier had the opportunity to capitalize on the Body Hero campaign's popularity by spending money on Instagram and other social media platforms to run advertisements in an effort to expand its fan base. 3. Wendy's A. Wendy's is a fast-food chain that has gained a reputation for its witty and humorous social media presence. The company's social media strategy is centered around engaging with its customers and creating shareable content. Wendy's uses social media to respond to customer inquiries, poke fun at competitors, and promote its latest menu items. By creating entertaining and engaging content, Wendy's has been able to build a strong social media following and drive sales. Wendy has several popular campaigns but one of its most successful campaigns is the "Where's the Beef?" campaign from the 1980s. The campaign featured a series of television ads that humorously poked fun at the small burger size and large bun size of Wendy's competitors. In one of the ads, an elderly actress named Clara Peller exclaimed the famous catchphrase "Where's the beef?" while examining a

competitor's burger. The campaign became a cultural phenomenon, “the phrase skyrocketed Wendy’s profits and became one of the most famous catchphrases of all time” (Logie, 2021). B. One of the key metrics used to determine the campaign's success is sales growth. According to reports, Wendy's sales increased by over 31% in the year following the launch of the "Where's the Beef?" campaign (Logie, 2021). This suggests that the campaign had a significant impact on Wendy's revenue and profitability. Another metric is brand awareness. The "Where's the Beef?" campaign helped establish Wendy's as a major player in the fast-food industry and increased the company's market share. “The commercial itself was a huge hit, earning 3.6 million views on YouTube” (Wendys - Wheres the Beef?, n.d.). C. The catchphrase "Where's the Beef?" became a cultural phenomenon and was widely recognized by consumers, which helped to increase brand awareness and loyalty. The success of the "Where's the Beef?" campaign also led to numerous awards and accolades, including a Cannes Lions Advertising Festival Grand Prix. This recognition helped to further enhance Wendy's reputation and credibility in the advertising industry. 4. Airbnb A. Airbnb is a travel company that has successfully used social media to promote its platform. The company's social media strategy is focused on showcasing unique and interesting properties available for rent on its platform. Airbnb also partners with

influencers and content creators to promote its platform to their followers. By leveraging social media to showcase its properties and partnering with influencers, Airbnb has been able to generate buzz around its platform and drive bookings. There was one campaign in 2020 that received significant criticism and backlash. The campaign was called "Go Near," and it was launched during the COVID-19 pandemic to encourage people to travel domestically and stay in nearby vacation rentals rather than traveling internationally or staying in crowded hotels. B. Though there is not enough evidence that demonstrates how this campaign affected the company, people did not react positively. Airbnb’s objective was to promote people to travel nearby to enjoy themselves in a safe manner while helping boost the economy. The message utilized by the company did not convey the intended message and instead upset people as those were hard times and many were losing their jobs and facing financial hardship. C. While the campaign's messaging was intended to promote safe and responsible travel during a difficult time, many people felt that it was tone-deaf and insensitive given the severity of the pandemic and the fact that many people were struggling with illness, job loss, and financial hardship. The campaign was criticized on social media, with many people calling for a boycott of Airbnb. The company ultimately pulled the campaign and issued an apology, acknowledging that the messaging had not been well-received and vowing to do better in the future. 5. Coca-Cola

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A. Coca-Cola is a global brand that has been successful in using social media to connect with its customers. The company's social media strategy is centered around creating shareable content and promoting its brand values. Coca-Cola uses social media to share videos and photos that showcase its products and promote its brand message of happiness and togetherness. By creating content that resonates with its target audience and promoting its brand values, Coca-Cola has been able to build a strong social media following and drive sales. one of its most iconic and successful campaigns is the "Share a Coke" campaign, which was launched in Australia in 2011 and later rolled out internationally. “ Australia was the first to taste the campaign, which would eventually hit more than 80 countries over seven years” (Codella, 2022) . The campaign involved replacing the Coca-Cola logo on bottles and cans with popular names, nicknames, and terms of endearment, such as "BFF," "Dad," and "Mum." The idea was to encourage people to buy a Coke for themselves and one for a friend or loved one with their name on it, thus "sharing" a Coke. B. The campaign led to an increase in sales of Coca-Cola in Australia for the first time in four years, with sales volume increasing by 4% and revenue by 7% (Codella, 2022) . Globally, the campaign helped Coca-Cola reverse a decade-long decline in sales. The campaign generated a massive amount of social media buzz, with more than 170,000 tweets on Twitter, and on Facebook traffic increased by 870%. shared on social media The campaign also helped Coca-Cola gain more than 25 million new Facebook followers. “The campaign won seven awards at the Cannes Lions festival,

raised U.S. sales by 2.5% after a decade of decline, and continues to be expanded in new and innovative ways that are still driving revenue now” (Codella, 2022) . C. The campaign helped to reinforce the emotional connection between consumers and the Coca-Cola brand. According to a survey, 79% of Australian consumers felt more positive about Coca-Cola after the campaign, and 60% of consumers said they would choose Coke more often as a result of the campaign. Overall, the "Share a Coke" campaign was a massive success for Coca-Cola, demonstrating the power of personalization and emotional connections in marketing. In terms of ROI, these brands have achieved success by leveraging social media to build brand awareness, engage with their customers, and drive sales. They have created engaging content that resonates with their target audience, leveraged influencer partnerships, and responded to customer inquiries in a timely manner. By doing so, they have been able to build brand loyalty and drive sales, resulting in a positive ROI on social media.

References Garces, K. (2022, August 3). 10 Examples of the Best Nike Social Media Marketing Campaigns – Unlimited Graphic Design Service. Unlimited Graphic Design Service. https://penji.co/nike-social-media-marketing/ Wevetoblog, V. a. P. B. (2017, October 23). Case Study: Glossier’s Body Hero Duo Campaign. VETO. ht tps://wevetoblog.wordpress.com/2017/10/23/case-study-glossiers-body-hero-duo- ca mpaign/ Logie, J. (2021, December 15). “Where’s the Beef?” The Story of the Most Famous Slogan Ever. Medium. https://bettermarketing.pub/wheres-the-beef-the-story-of-the-most-famous- slogan-ever-550d3f0c48c Wendys - Wheres the Beef? (n.d.). 6AM Marketing. https://6ammarketing.com/blog/wendys--- wheres-the-beef Codella, D. (2022). The Winning Coca-Cola Formula for a Successful Campaign. Blog Wrike. https://www.wrike.com/blog/winning-coca-cola-formula-successful- campaign/#:~:text=The%20impact%20of%20the%20%E2%80%9CShare,overall%20sales %20increased%20by%203%25.

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Module 4D. Top 5 brands

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