social marketing campaign ideas

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.
5
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.
9
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.
12
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
17
Increase Engagement
NO
21
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.
23
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.
18
NO
50 Social Marketing Campaign Ideas
24
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.
22
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
32
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.
23
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.
25
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.
28
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
42
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!
31
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.
32
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.
offerpop.com | 646.380.4609
36 East 31st St., 8th Floor, New York, NY 10016
/offerpop
@Offerpop
@Offerpop