social marketing campaign ideas

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SOCIAL MARKETING CAMPAIGN IDEAS a look book

intro Are you looking for inspiration to make your next marketing campaign a smashing success? This look book is jam-packed with creative ideas from Offerpop customers. We’ve featured successful campaigns from Lipton, Comedy Central, The Dallas Mavericks, L’Oréal, Banana Republic and more. Feel free to click on a section title below to jump directly to that section.

Take a look at how leading brands: pg. 4

Spark Virality

pg. 7

Grow Fans and Followers

pg. 11

Strengthen Brand Affinity

pg. 16

Increase Engagement

pg. 21

Drive Web Traffic

pg. 24

Capture User Data

pg. 30

Increase Sales

the products The products referenced in this look book are listed below. Click on the icon to learn more about a particular product.

Offerpop Content

Offerpop Commerce

Offerpop Campaigns

Campaigns

Photo Contest

Poll

Fan Profile

New Follower

Video Contest

Fan Stream

Quiz

Referral

Exclusive

Look Book

Deals

Inspiration

Fan Faves

Offer

Sign Up

Caption Contest

Viral

Tug of War

spark virality

Every marketer hopes their campaigns will go viral — but what if you could do more than hope? By baking viral elements into their promotions, these brands ignited sharing. Let’s examine how they ensured their campaigns caught fire.

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50 Social Marketing Campaign Ideas

1

NO.

Spark Virality Lipton |

Viral

Lipton celebrated National Iced Tea Day by offering fans a free 20oz. iced tea upon “unlocking” a coupon on Twitter. Fans, in a quest to satiate their thirst, retweeted the coupon to their followers and increased the chances of the campaign going viral.

N o.

2

NO.

3

Discover |

Photo Contest

Seasonal campaigns that provoke nostalgia give brands a personal, human touch. Discover celebrated summer by running a seasonal photo contest. Fans and followers uploaded photos showing how they soaked up the summer sun. By offering prizes every week, Discover kicked off new flurries of participation and sharing at regular intervals.

Teflon |

Referral

Teflon launched a campaign around National Egg Month asking users, “What does your egg say about you?” Fans were asked to select how they like their eggs cooked, and then were prompted to enter a sweepstakes for great prizes. Entrants received more chances to win for referring friends, extending campaign reach and participation.

6

50 Social Marketing Campaign Ideas

Spark Virality

NO.

4

Red Robin |

Offerpop Content

Red Robin gave Instagram followers a chance to win free burgers for a year when they posted pictures of their meals using the hashtag #MillionReasons. All of the mouth-watering entries were then pulled into Red Robin’s Facebook page in a visually stunning content gallery. By using hashtags and a clear call to action, Red Robin was able to amplify brand reach and encourage virality.

5

NO

Rolling Stone Tug of War In this challenge, Rolling Stone readers decided the ultimate TV Moment of all time. Fans took part in this virtual fandom tug-of-war that used Offerpop’s custom services. The campaign drove conversations on social, encouraging virality. Since it lived on RollingStone.com, the campaign also brought fans to their website — a great way to grow site visits!

grow

fans and followers Let’s face it: you can’t amass a huge fan base overnight. It takes a smart strategy and killer tactics to build audiences across social networks like Facebook, Instagram, and Pinterest. But don’t worry, we’ve got you covered. Check out how these brands grew their audiences in fun and engaging ways.

50 Social Marketing Campaign Ideas

8

Grow Fans and Followers

N

O

6

Ashley Stewart |

Photo Contest

Retailer Ashley Stewart launched the #MOMspiration hashtag campaign in advance of Mother’s Day. By promoting the campaign via email, Twitter, Instagram, and even text message, Ashley Stewart added 1,600 Facebook fans and prompted 15,000 shares.

Fandango |

No

7

ModCloth |

NO

8

no

9

Caption Contest

Fandango’s “A Good Day to Die Hard” caption contest tapped into social buzz around the movie’s release, and leveraged it to build an owned audience for their brand. They incentivized fans to like the Fandango Facebook page and submit email addresses, ensuring they received future updates and offers.

Fan Profile

Fans love to be recognized for their brand devotion. Take a page from ModCloth: showcase your super fans on Facebook and offer them exclusive content. They’ll be more likely to share their passion for your brand, helping you build a bigger audience.

Bella Life |

Inspiration

Looking to build your Pinterest follower base? Remember that content is king. Use a Pinterest pin board contest to curate and share user-submitted pins like Bella Life did with its aspirational “Best Day Ever” contest. Then watch the follows roll in.

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50 Social Marketing Campaign Ideas

Grow Fans and Followers

no

10

St. Louis Blues Referral

The St. Louis Blues NHL team wanted to build a huge base of Facebook fans and email subscribers. By running three Referral campaigns with brand-relevant prizes, they surpassed their goals: winning 20,000 fans and 17,000 email addresses.

N

O

11

Optimum |

Sign Up

Speaking of hockey, here’s another slapshot campaign. Optimum gave away a big, fun incentive: a grand prize trip to Toronto. Sometimes, a big prize is all you need to see your fan count take off. Bonus tip: Launch the campaign around a popular event for maximum exposure.

Collect more email addresses for continued communications by pre-checking the email opt-in box. You should also try different tactics and social networks to understand what channels and types of content result in the biggest return on investment. Matt Gardner

St Louis Blues Senior Director of Promotions & Digital Strategy

strengthen brand affinity

Want to rank among the most-loved brands? It’s no easy feat. But by giving consumers rewards and incentives to share their love, you’ll get brand ambassadors in your corner. Here are examples from brands that had their fans shouting from the rooftops.

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50 Social Marketing Campaign Ideas

Drive Web Traffic

No

12

ShurTech Caption Contest

ShurTech asked for stories about how ‘Duck Tape Saves the Day’ in a Caption Contest. Customers submitted a wide range of great stories about using Duck Tape for art projects, to seal water leaks in a pinch, cover sharp corners where kids are playing, fix broken chairs, patch up an old pair of tennis shoes while on vacation, and so much more. To add even more incentive to enter, users were automatically entered to win up to $1,000 or various Duck Tape product prizes. Social contests are a great way to gather customer-generated content and spread their stories widely.

400+ customer entries 425 new fans 7,000 entry views

50 Social Marketing Campaign Ideas

13

14

No

Strengthen Brand Affinity Maple Leaf |

NO

13

Tug of War

With their video Tug of War campaign, Maple Leaf created a contest pitting two recipe videos against each other. Users were asked to vote for their favorite recipe and in return received a $2 off coupon for one of Maple Leaf’s products.

Smirnoff |

Video Contest

Smirnoff took brand affinity to the next level. Through a video contest, Smirnoff searched for their summer intern with a knack for creativity and originality. With this, Smirnoff collected valuable user-generated content promoting their brand from genuine brand advocates. By submitting the video to the contest, fans showcased their devotion, strengthening brand affinity.

By combining the recipe videos with a coupon promotion, Maple Leaf acquired about 12,000 new fans in only four days.

No

15

Ann Taylor |

Sign Up

Retailer Ann Taylor offered fans a chance to join their “Social Circle.” These fans in turn shared their input, potentially influencing the brand’s future. Campaigns like this strengthen relationships between brands and fans.

16

nO

OPI |

Fan Profile

Nail polish lovers unite! OPI offered fans a sense of community with the OPI Devotees page. Fans shared and engaged with their fellow OPI lovers to learn about the latest nail trends and also had the chance to be featured as an ultimate Devotee on OPI’s Facebook.

50 Social Marketing Campaign Ideas

14

no

Strengthen Brand Affinity

17 Comedy Central Fan Stream

Comedy Central aggregated the most sharable content on social to promote the premiere of the network’s television series, Inside Amy Schumer. Fans had the ability to click any post to like and share with their friends.

15

50 Social Marketing Campaign Ideas

Strengthen Brand Affinity

NO

18

Delicious |

Photo Contest

Delicious and BRITA teamed up to run a photo contest to create buzz and engagement across all of their channels. In this contest, artisans, bakers, moms, and chefs were asked to upload their recipe, the story behind it, and a picture of their culinary creation to Delicious’ Facebook page. The top 10 entries with the most votes were invited to the “Big Feastival” in London to make their dish for a panel of expert judges. By connecting through fan passions, Delicious increased engagement and strengthened fan relationships with the brand.

No

19

Visit Philadelphia Look Book

nO

20

McAlister Deli |

Offerpop Content

McAlister Deli ran a contest asking users to “show us how YOU sip” their Famous Sweet Tea for the chance to win 25 Years of FREE tea! Users were asked to submit pictures on Facebook, Twitter and Instagram. Additionally, users could submit videos on Vine through Twitter & Instagram. By simply including the #ShowUsYourSip hashtag, all of the submissions were collected and showcased visually, in real-time, on McAlister’s webpage.

The city of Philly showed its thoughtful side in the ad campaign, “Phillyosophy,” using a Look Book to share it on Facebook. From museums to music, the Look Book told consumers what to expect when staying in this classic American city. Look Books are great for building a visual tease that’s part of a bigger, offline experience, and in this case inspired fans to consider the City of Brotherly Love as a destination in the future, keeping it top-of-mind.

increase engagement

So you’ve established your social presence and have grown your follower list; now all you need to do is sit back and watch the engagement happen, right? Not so fast. You have to foster your relationships to grow engagement. No matter your company’s size, industry, or audience, you can encourage social media engagement and grow deeper connections with your fans in a few easy steps. Take a look at how these brands got people commenting, replying and sharing.

50 Social Marketing Campaign Ideas

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Increase Engagement

NO

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UNIQLO |

Fan Faves

Want to engage fans? Ask them what they think! Uniqlo used Fan Faves to find out which Michael Bastian polo fans liked best, racking up votes and earning valuable product feedback in the process.

No

22

#LoveNYC Instagram Photo Contest

NYC Digital Photo Contest & Sign Up NYC Digital ran a photo contest where users simply needed to upload a photo to the Facebook contest tab, or post their photo with the #LoveNYC hashtag via Twitter or Instagram. The hashtag submissions made entries visible to entrants’ followers, which generated word of mouth. By enabling Offerpop’s one-click Open Graph Actions, users automatically generated a news feed story every time they submitted a photo. To complete their entries, participants were prompted to like the City of New York Facebook page and submit their information via a simple form. 6 weeks. 10,600 entries, 4,600 new Facebook fans.

no.

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Perry Ellis |

Sign Up

Fans of designer Perry Ellis enjoyed 20% off their orders with a coupon shared on the brand’s Facebook page. A simple sign up form was included to quickly capture user information. Social couponing ignites sharing and commenting.

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NO

50 Social Marketing Campaign Ideas

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nO

Increase Engagement Dallas Mavericks |

25

On The Border |

Fan Stream

Fan Faves

In honor of National Chip Day, On the Border asked their fans to vote for their favorite flavor of tortilla chips. By voting, fans shared valuable insights about their preferences with the brand, and their activity was showcased to the rest of their Facebook friends. This encouraged others to participate and join in on the fun!

Using Fan Stream, the Dallas Mavericks aggregated and highlighted the most sharable, engaging content on social media during a live event. Building a place for real-time reactions fostered a fan community.

no

26

AXE Canada |

Caption Contest

AXE asked fans to submit photos of themselves with their favorite AXE scents for a chance to win tickets to the VANS Warped tour. Running a campaign that connects with consumer passions like music is a great way to breed engagement.

NO 27

The Weather Channel |

Photo Contest

The Weather Channel sees “weather” as so much more than a forecast. By using Photo Contest, both amateur and pro photographer fans could submit photos capturing the beauty of Mother Nature. Their entries were collected with the hashtag #ItsAmazingOutThere. The Weather Channel connected with fans by showcasing their talents, resulting in a beautiful and engaging photo contest.

50 Social Marketing Campaign Ideas

20

Increase Engagement

n

O

28

California Pizza Kitchen |

No.

29

Photo Contest California Pizza Kitchen created quite the buzz when they launched their “Month of Mom” photo contest. Users were asked to upload photos showing how their mom is one-of-a-kind for a chance to win one of four grand prize gift bags.

InStyle |

Exclusive

InStyle gave Facebook fans a behind-the-scenes look at their cover shoot with Gwyneth Paltrow. Users simply like Instyle’s Facebook page for a special sneak peak of the cover girl’s photo shoot. Instyle used the exclusive content to drive visits to their website to view the issue.

Photo contests like these encourage fans to share pieces of their lives with a brand, allowing brands to build stronger and deeper connections with fans. nO

29

Yankee Candle |

No

TripAdvisor |

30

Quiz

With so many great destinations in the world, which one will you choose? On TripAdvisor’s website, fans were asked to answer a few simple questions to find which new hot spot matched their personality type. TripAdvisor’s customized use of Offerpop’s Facebook Quiz drove fans to its site to discover their next vacations — a great way to drive commerce and increase engagement!

Offerpop Content

Yankee Candle fans told their Moms how much they love them, for a chance to win free Yankee Candles for a year. Fans were asked to print out cards, write the reason their moms are the best, and then snap selfies with their heartfelt messages. Users could then enter the contest via Twitter or Instagram by using the hashtag #welovemom. The entries were displayed in a dynamic experience on the Yankee Candle site, increasing engagement both online and in-store.

drive

web traffic Social media is a key referrer of site traffic — but it doesn’t just happen organically. In order to drive more visits, you need a cross-channel campaign strategy that moves consumers through a journey. Learn how brands drove website traffic with these smart tactics.

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50 Social Marketing Campaign Ideas

Drive Web Traffic

n O 31

L’Oréal |

Offerpop Content

L’Oréal created an exciting branded experience on their website by building a custom landing page for fans to visit. On this page, L’Oréal provided tips on how to create the perfect selfie and encouraged fans to share their own using the hashtag #BeExtraordinary. From this page, fans could easily access other resources on the website, giving visitors a seamless user experience.

no.

33

GrindMedia |

Suave | NO

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Offerpop Content

Surfer Magazine used user-generated content to transform their website into an interactive social hub for an annual awards event for top surfers. As a result, Surfer Magazine collected 350 pieces of user-generated content and drove more than 32,000 website visits.

Sign Up

Suave promoted their Natural Infusion hair care line by directing fans to a sign up form and user-generated content gallery. This platform provided fans a social hub to get samples, receive coupons, refer friends, purchase products, and more.

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50 Social Marketing Campaign Ideas

Drive Web Traffic

NO

34

Kangaroo Express Offerpop Content

Kangaroo Express built the excitement around their ROO Cups promotion, the brand’s main annual marketing push, through a sign up form and content gallery. They encouraged fans to make their RooCup “RooServations.”

capture user data

Your messages are only meaningful when they’re reaching the right audience. Without the data to perform targeted marketing, your campaigns may fall on deaf ears. By asking your users to provide their personal data, and giving them good reasons to do so, you will collect a database of valuable information. This will allow you to better communicate and target your customers based on their specific needs and wants. Take a look at how these brands collected useful user data.

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50 Social Marketing Campaign Ideas

Capture User Data

nO

35

Jack’s |

Referral

Using Offerpop’s Referral app, Jack’s offered fans a coupon to redeem a free iced coffee at any Jack’s location. By entering their data, they were also entered to win an afternoon iced coffee break for their entire office! Referral campaigns like these build brand awareness and accelerate customer data acquisition. The valuable data captured helps fuel follow-up campaigns.

NO

36

The Body Shop |

Photo Contest

The Body Shop asked fans to share photos of Mom with captions of her favorite bits of beauty wisdom, using the hashtag #LikeMotherLikeDaughter. Photo contests like this allow brands to build authentic relationships around topics they’re passionate about, like family and beauty! Plus, they capture demographic data as part of the submission process.

26

50 Social Marketing Campaign Ideas

Capture User Data

n

O

37

Banana Republic |

Offerpop Content

Banana Republic showcased their fashion-forward customers with an Oscars Content Gallery. From selfies to glam wedding photos, Banana Republic fans shared their favorite snaps from Twitter and Instagram for the chance to win a shopping spree. To drive participation, Banana Republic plugged the campaign via email and their special Red Carpet section on YouTube. Plus, every week following the awards, a new batch of entries were featured on Banana Republic’s site.

NO

38

Birchbox |

Fan Faves

Birchbox asked popular beauty bloggers to submit mood boards, and fans voted to turn the winning design into a custom nail polish from their partner Zoya. The promotion had many layers, so Birchbox wanted to make sure the experience was straightforward for fans with a low barrier for entry. The campaign setup was easy, and Birchbox was able to customize the campaign to fit their specific needs. Birchbox received 14,442 votes, and captured valuable data regarding consumer preferences.

no

39

Shu Uemura Quiz Shu Uemura collaborated with photographer Mika Ninagawa for an amazingly vibrant, limited edition Spring 2014 makeup collection. By answering a few fun questions using Offerpop’s Facebook Quiz app, fans were able to unlock a promo code for deluxe samples of products that matched their “fantasy world” from the Mika for Shu collection. For a chance to win all of the products featured, fans submitted their information. Quizzes are a great way to promote new product inventory and generate buzz in an interactive experience. Plus, their answers can be used to inform future marketing campaigns and product offerings.

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NO

50 Social Marketing Campaign Ideas

40

Capture User Data CNBC |

Sign Up

CNBC ran a killer Facebook campaign to promote their TV special “The Coffee Addiction” using Offerpop’s Sign Up app. The campaign, which rewarded a winner with a year’s supply of gourmet coffee, engaged their Facebook audience and drove buzz about the show’s premiere. In two short weeks, there were 9,000 entrants, a 64% conversion rate for unique visitors to page, and 1,800+ fans opted-in for future communications.

Gilt City |

nO

no

41

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Referral

Gilt City ran a Referral campaign for Virgin America Airlines. To provide a lower barrier to entry, Gilt City kept the number of referrals needed to unlock the mystery sweeps really low – users just needed to refer two people. In only two short weeks they had about 8,000 sign ups, 11,000 new fans, and a few thousand new members. To support it, Gilt City ran some Facebook advertising, and promoted it on their site and to their email list. The top performing fan referred 61 people!

Quaker |

Offerpop Campaigns

By sharing Quaker’s video using the hashtag #QuakerLove, fans were entered to win a trip for two to Chicago. Combining great content, a viral element, and a sign up form resulted in tons of registrations.

The more we engage people with authentic online interactions, the more we acquire new customers and retain existing customers. Social marketing campaigns solidify ShurTech’s reputation as a fun, interactive brand and differentiate us from competitors. David Rodgers

ShurTech Senior Digital Marketing Manager

increase sales

For many marketers, increasing sales is the ultimate goal. Whether it’s through product promotions or smart content marketing, the objective is the same. But how can you do so in a way that is meaningful and unobtrusive to your customer? The following brands found the secret sauce for driving sales and increasing brand engagement in fun and entertaining ways. Take a look!

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50 Social Marketing Campaign Ideas

Capture User Data

no

43

Lilly Pulitzer Offerpop Commerce

Lilly Pulitzer used Offerpop Commerce to drive sales with social content. Collecting user-generated content across Twitter and Instagram with the hashtag #SummerinLilly, Lilly Pulitzer featured a related product next to the customer-submitted photos. Offerpop Commerce is a great way to not only drive site visitors to purchase, but also collect valuable customer data and analyze the sentiment around specific products.

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50 Social Marketing Campaign Ideas

Increase Leads NO

44

Gifts For Men Outlet |

Deals

Everyone likes an exclusive deal — especially when it is over 50% off! The Gifts for Men Outlet shared coupons on their Facebook page to reach a much wider audience and in turn drove increased sales.

No

45

Beauty Bar Offerpop Content

no.

46

Hyatt Regency |

Photo Contest

Hyatt Regency Maui ran a Photo Contest to give away a wedding on Facebook. With an amazing array of beautiful wedding sites and elegant accommodations, Hyatt Regency Maui is an ideal destination for a large luxury wedding. They used Offerpop’s Photo Contest and Sign Up campaigns to increase their social fan base and drive sales leads. They collected sales qualified leads for weddings, saw high levels of engagement from their campaign participants, gained 6x the expected amount of votes in their contest, and increased Facebook fans by 30%.

Fans got a chance to look at what members of BeautyBar.com’s Sample Society enjoyed on the site’s special content gallery! The Amazon brand encouraged anyone receiving these coveted samples to snap a photo and tag it with #SampleSociety. Hashtags are the ideal tool for expanding reach, giving your fans and followers the power to share the beauty of your brand. By seeing the products “visually merchandised” by fans throughout various social platforms, others were encouraged to take part and sign up for the service as well, ultimately increasing sales.

33

50 Social Marketing Campaign Ideas

Increase Leads

nO

47 American Eagle Exclusive

There’s nothing wrong with asking fans to like your Facebook page. That’s exactly what American Eagle did, and as a bonus — fans received a 20% off coupon. Keeping it simple never hurt.

NO

48

TJ Maxx |

Photo Contest

Fashionistas everywhere were called on to take their purchasing experience to the “Maxx!” Customers who snapped a pic of their finds had a chance to win a $1,000 TJ Maxx shopping spree. The retailer picked multiple winners from photo entries found on Facebook or that used the hashtag #maxxinista on Twitter or Instagram. What a great way to connect social to retail!

34

50 Social Marketing Campaign Ideas

Increase Leads NO

49 Saks 5th Avenue |

Exclusive

For a limited time only, Saks 5th Avenue Facebook fans received 30% off their entire purchase. Exclusive deals like these can result in a quick boost in sales by rewarding dedicated fans with promotions.

Doritos |

nO

50

Offerpop Commerce

Feel the burn! Doritos Canada asked fans to share their reaction after chomping a hot chip in a bag of Doritos Roulette! By uploading their reaction photos on Twitter or Instagram using #BurnSelfie, fans were entered for a chance to win up to $3,000 in prizes. This clever campaign created awareness and drove sales for a new product.

Social media is an authentic channel that can help brands drive awareness, loyalty and, ultimately, sales. Leveraging a strong social media following is a no-brainer for promotions like our wedding contest. However, targeted advertising is definitely necessary for brands to maximize effectiveness and ROI. Jessica Kapoor

Hyatt Regency Maui Resort & Spa Marketing Manager

Offerpop is a digital marketing software-as-a-service platform transforming how global brands connect, engage and convert today’s mobile and social consumers into long-term loyal customers. Leading enterprises and agencies use Offerpop’s integrated platform to power campaigns, content and commerce, and provide marketers with rich consumer data for smarter marketing decisions. Offerpop is an ExactTarget Marketing Cloud partner, Facebook Preferred Marketing Developer, a Twitter Certified Product and has been highlighted as a recommended Instagram platform developer. Learn more at offerpop.com.

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