Social media gives small companies the power to market their products alongside huge companies. With social media, you can leverage a small marketing budget to help your business gain wide coverage and improve brand awareness. This will help to boost sales and revenue in the process.
However, you need to use social media in the right way for your campaign to be successful. The good news is that getting it right doesn’t necessarily have to be an expensive, complex process. Here we take a look at ten brands that have made social media work for them and why their campaigns were effective.
1. Create Useful Content: EasyLunchboxes
EasyLunchboxes is a company that has been successful with a straightforward concept. The product is re-useable plastic containers with separate compartments of different sizes. The compartments allow you to store different types of food separate from each other and in the right portions.
As demonstrated by the company’s success, the idea is a sound one, but how do you get people interested in a plastic box?
The marketing solution was as straightforward as the product itself and equally as genius. Instead of focusing only on their plastic lunch boxes, the company instead focused on recipes and other suggestions that helped fill the lunch boxes with fun and healthy food for kids. The result is social media accounts with healthy numbers of engaged followers.
When creating your social media campaigns, ask yourself if you’re able to create content that will be useful to your target audience in a way that adds extra value to your product.
2. Research Your Target Audience: Roshambo Baby
Roshambo Baby makes great-looking fashionable sunglasses for kids. The company was started by a husband and wife team who didn’t have the budget to run a Facebook ads campaign. So instead, they focused on a single video that went viral and helped to launch their business to success.
The couple took the video in question in their backyard with nothing more than a smartphone camera. Yet, the couple knew to target the video at the right audience, women aged between 25-40 years old. The video was a hit as soon as it was uploaded, helping to get the company widespread coverage.
Roshambo now continues to use imagery aimed toward its target audience. They continue to use bright and fun images that show off the company’s products and have more than 53,000 followers on Facebook.
Roshambo Baby’s success is a prime example of how knowing your target audience will help you to resonate with them. Research before you start your campaign and make sure the content is relatable to your target audience.
3. Offer Promotions: Maes Beer
Maes beer, which has now merged with another company to form Alken Maes, is a Belgium beer brewery that turned to social media with stunning effect. Beer is very popular in Belgium, as it is in many other parts of the world, so the company knew that giving free beer would likely go down well.
The company didn’t offer only a few bottles of free beer – they offered a whole barrel. But, the offer was only available for people who had the surname ‘Maes’ on social media (which is the 3rd most common surname in the country. There was another catch: the winners had to share the barrel with 20 friends and relatives.
Naturally, the free beer was very popular and helped elevate brand awareness. But the company took it even further. Maes encouraged Facebook users in Belgium to change the surname on their FB account to Maes so they could also take advantage of the offer.
The campaign was such a success that the company’s Facebook page saw a peak of 75,000 new members joining in a single day. The Facebook page also landed in the top 6% of Facebook pages for activity. This wasn’t only in the company’s home country – but worldwide.
When creating your social media campaign, consider promotions that will help make more people aware of your brand. They don’t have to be as large as Maes’ giveaway, but enough to get people talking.
4. Strike up a Marketing Partnership: Coconut Bliss
Coconut bliss is a dessert company that tapped into the power of teamwork to help increase awareness of its brand.
The company teamed up with ‘VegNews’, an online publication aimed at vegans. The partnership saw Coconut Bliss promoted by VegNews on their social media channels. Both companies took advantage of giveaways, contests, and promotions to help spread the word further.
Today, coconut bliss’s Facebook account has more than 57,000 followers. This is partly thanks to its bright and fun imagery showing the delicious desserts they sell.
Ask yourself which other companies you can work with to get more coverage on social media. With the right relationship, both parties could benefit greatly.
5. Make Your Page Interactive: JamaicansMusic: An Online Music Channel
JamaicansMusic is a record store that focuses on – you guessed it – Jamaican music. One reason for the store’s success is its active and engaging social media presence.
The store’s social media accounts are bustling with activity. This is thanks partly due to the fun and engaging nature of their content. With free music, games, and promotions, there’s plenty to attract newcomers and encourage them to stay. As a result, JamaicansMusic has built an active community around its brand, which can only help with its sales.
The store is currently in partnership with Guinness, running promotions for their members. What better way to enjoy Bob Marley than with a pint or two of the black stuff?
Try to make your social media campaigns as engaging as possible by giving people reasons to get involved. For example, you could launch a competition where the winners will win your products.
6. Focus on User-Generated Content: Burger Revolution
Burger Revolution is an Ontario-based burger that makes some impressive burgers. Not only do their quality burgers help to keep people engaged with their brand, but their social media platforms are also effective.
Burger Revolution has tapped into one of the most powerful tools available to marketers – User-Generated Content (UGC). UGC is very effective when done right because it acts as social proof.
The Burger bar took quite a novel approach. The restaurant encouraged its customer to leave comments and draw pictures on post-it notes. These were then displayed in the branch, while the best were chosen for ‘comment of the day’ to be posted on social media. The result is an active social media presence with engaged followers.
Try and encourage your social media followers to contribute to your content. Doing so will help increase engagement and act as recommendations to other people.
7. Use Shareable Content: Wholesome Culture
Wholesome Culture is a fashion brand that emphasizes sustainability. It has adopted a fun and modern approach to social media marketing that’s been very effective for them. The tactic is to use memes to make their social media accounts and brand more visible.
The very definition of a meme is an image or other media that gets passed on, and good memes can get passed on very quickly. Wholesome Culture doesn’t necessarily produce memes directly related to its products. Instead, the memes are more likely to be related to sustainability and similar topics. As the memes get shared, more people learn about the company’s social accounts and, by extension, their brand and products.
Try and create content that people will share with friends and family, and your brand will get coverage far and wide.
8. Focus on Your Niche: Beardbrand
Beardbrand is a company that focuses on a very niche sector – bread grooming products. Such a niche product requires niche marketing. Beardbrand executed its marketing perfectly on social media platforms.
Despite being involved in such a niche sector, Beardbrand now has more than 197k Instagram followers and nearly 200K Facebook followers. Also, the highly targeted nature of Beardbrand’s social media marketing campaigns means they’ve developed somewhat of a cult following. The company calls its target audience “urban beardsmen,” and they’ve almost created a very niche sub-culture of their own.
Beardbrand is a prime example of why you should always keep your niche in mind when creating your social media campaign.
9. Be Useful to Your Followers: Mint
Mint is a banking app that makes it easier for users to plan and manage their finances. So far, they’ve attracted nearly 33K followers on their Instagram account and almost 230K followers on Facebook.
Mint’s social media campaigns are another example of selling by not selling. Instead, the accounts offer plenty of practical information to their followers with colorful, unique infographics that help get the message across. Of course, the information is all related to managing personal finances, while their social media accounts also include examples of people who have used the app to their benefit.
Try and think of how your social media campaign can be useful to your followers. Doing so will help you gather an audience with trust and confidence in you and your products.
10. Avoid Direct Selling: Repair Clinic
Repair clinic is an online store that sells spare parts for home appliances and other equipment. Their social media campaigns are a prime example of how your business can succeed by helping your target audience.
Repair Clinic’s marketing campaigns revolve around producing videos. The videos show people how to fix appliances and equipment around the home. Their YouTube channel has amassed more than 400K subscribers, and some of their videos have had views in the millions. Their Facebook account, which has almost 43,000 followers, follows the same ethos.
When creating your social media campaign, remember that the best way to make more sales is not to try to sell at all. Instead, give your followers something of value, and they are more likely to become a customer.
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Above are a few examples of successful social media campaigns that helped to increase brand awareness and generate revenue. A successful social media campaign doesn’t need a large budget, and a great marketing mind is also not essential. Just try and remember who your audience is. Make your content stand, get your followers engaged, and you have the makings of a successful campaign.
Let’s recap what these examples have shown us:
- Easylunchboxes focuses on creating content that is useful to their followers, helping to add value to their product.
- Roshambo Baby learned who its target audience was and created content that appealed to them.
- Maes beer used promotions to get people talking about its brand, making its Facebook page one of the busiest in the world.
- Coconut Bliss joined forces with another company to increase both partners’ coverage.
- Jamaican’sMusic made sure that there were plenty of activities on their social media channels, encouraging people to get involved.
- Burger Revolution made excellent use of user-generated content, which acted as a powerful social proof tool.
- Wholesome culture used shareable content, which helped increase its visibility every time its content was shared.
- Beardbrand focused closely on its niche and created its own sub-culture in the process.
- Mint created content their followers would find useful, which helped to develop their relationship with them.
- Repair Clinic focused on helping to solve their target audience’s problem instead of trying to sell directly.
Written by our guest writer Ruta
Ruta is Brand Communication Manager at Billo, responsible for everything visual and written. Ruta is passionate about marketing and trends – from trusted to unique ways of building a brand. In her spare time, she is interested in art, literature, and raising her dog Vincent.