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In January I forgot to publish our monthly roundup of impressive social media campaigns. Please accept my apologies.

But fear not, for this post includes examples of high quality social campaigns that ran in the first two months of 2014.

So read on to see eight examples of innovative or interesting campaigns, featuring Urban Decay, Land Rover, Esurance, Renault and Juventus FC...

Land Rover’s #Hibernot

In January Land Rover launched its #Hibernot campaign which centred around an online hub for winter trails, walks and activities up and down the UK.

The site launched with more than 80 Land Rover supported activities that are set to take place in Britain this winter, allowing people to get out and enjoy this ‘grey and pleasant land’. 

Visitors to the Hibernot site (which is built using responsive design) are encouraged to add to this bank of activities, which is curated by Land Rover, by posting images of their own outdoor adventures using the hashtag #Hibernot.

The #Hibernot campaign has social at its core but is also supported by traditional media with TV and cinema ads promoting its launch. The creative idea fits perfectly with the Land Rover brand, which also has decent social communities with 102,000 Facebook fans and 77,000 Twitter followers.

Net-A-Porter’s app

Earlier this month Net-A-Porter announced the launch of its new Porter print magazine which aims to become a fashion bible to rival the likes of Vogue and Harper’s Bazaar.

To help promote the magazine, Net-A-Porter created an iOS app called ‘I Am Porter’ which tapped into the craze for selfies.

The app allows users to take a photo of themselves or upload an existing favourite photo, add a cover line and PORTER masthead to transform themselves into a cover star. 

Users were then encouraged to share their photo on Twitter or Instagram, and it has proven to be relatively successful. 

There were around 2,800 mentions of the #IAMPORTER around the magazine’s launch, according to Topsy. 

Juventus #LoveJu

In what was labelled the worlds ‘first social-driven choreography’ Juventus gave its global fans a chance to get involved in the pre-match rituals.

Fans of European football teams often go through extensively choreographed set pieces prior to kick off, generally involving songs and flag waving.

For the game against Inter Milan on 2 February fans could submit their own choreography ideas through a Facebook app, essentially creating a pattern that the fans in the stadium would recreate using coloured pieces of card.  

More than 3,000 choreographies were submitted with a 16-year-old boy from Paris being the eventual winner.

There were also 13,500 tweets using the hashtag #LoveJu, some of which were displayed on the stadium's big screen prior to the game.

Overall it was an innovative and spectacular way of rewarding overseas fans and encouraging them to get involved with the team’s social media feeds.

Pedigree’s Life-O-Graph

The execution of this campaign isn’t all that impressive, but I’ve included it as an example of how even more traditional brands are trying to become more agile.

Marston’s Pedigree probably doesn’t have particularly broad appeal among younger consumers yet it has jumped on a social media trend to produce an app for sharing recreations of old photos.

The app allows users to upload images from their phone and then recreate them to compare how they changed over the years. It was inspired in part by two brothers who gained a degree of fame online by recreating a load of their old baby photos.

                      

The idea is that the images can then be shared through Facebook or Twitter, with Marston handing out prizes to the best ones.

I’m not a huge fan of the campaign as it seems to be trying a bit too hard to alter the brand’s image, but it’s still an interesting example of how companies are trying to harness the power of memes for their social marketing.

Renault’s #UndressNewTwingo

To promote the launch of the new Twingo model Renault ran a teaser campaign that slowly unveiled the new car the more people tweeted about it.

On 11 February Renault and We Are Social teased media and influencers with content announcing the pre-reveal and encouraging them to get involved.

Then at 5pm on 13 February a live video stream showing a new Twingo covered in spyshot camouflage stickers launched on undressnewtwingo.com. 

The influencers, their audience and the general public were then invited to tweet using the hashtag #UndressNewTwingo. 

For every 100 tweets, a new choreographed striptease was performed around the Twingo by a professional dance troupe, slowly unveiling the new design of the vehicle.

There were 45,000 visits in just a few hours on undressnewtwingo.com (without paid media). More than 100 blog posts were published about the campaign and during the 1.5 hour pre-reveal event, there were around 4,000 tweets. #UndressNewTwingo organically became a trending topic in France.

Urban Decay Pinterest contest

Urban Decay is currently running a Pinterest competition that offers its followers the chance to win tickets to the Coachella music festival.

In order to enter the competition people have to create a pinboard called ‘Electric Festival Style with UD’ then pin the looks they would wear at this year’s music festivals. They must also follow Urban Decay on Pinterest and submit their email address via an online entry form.

Urban Decay has almost 50,000 Pinterest followers so its an excellent forum on which to host the competition and it has already received hundreds of entries, which makes it a data capture success if nothing else.

Esurance’s Super Bowl tweet

Millions of dollars was poured into Super Bowl TV ads this year, yet Esurance managed to become one of the most talked about companies in America by choosing not to air a commercial.

Instead the insurance broker aired a commercial immediately after the game ended to announce that it was running a lottery to give away $1.5m. All users had to do to enter the competition was tweet using the hashtag #EsuranceSave30.

By airing the commercial after the Super Bowl Esurance claimed to be saving $1.5 million – 30% of the estimated cost of airing an ad during the game.

According to Topsy the hashtag has been used more than 3.8m times in the past 30 days, which is rather impressive regardless of the cost.

Reiss’ Pinterest contest

Yes, here we have another fashion retailer trying its luck with a Pinterest competition.

Reiss offered entrants a £1,000 shopping spree if they created a board called ‘Reiss - Be Mine’ using Valentine’s inspired imagery and at least five items from the brand’s spring/summer range.

They then had to tweet their board @Reiss in order to be officially entered.

A quick Pinterest search reveals that there were more than 100 entries which isn’t bad going, though Reiss missed a trick by not including a data capture element.

Our Festival of Marketing event in November is a two day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, FT.com and more. 

David Moth

Published 26 February, 2014 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1690 more posts from this author

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Katarina Wright

Great examples! What also caught my eye was the fantastic cross-promotional partnership #HouseOfCardsAgainstHumanity campaign by Netflix and Cards Against Humanity, whick kicked off earlier in Febuary leading up to the launch of House of Cards S2. Perfect regading target audience, positioning and social voice.
ICYMI: www.houseofcardsagainsthumanity.com

almost 3 years ago

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George Ioannou

Great article Katarina thanks for taking the time to write and share. My favourite from your examples is Hibernot

almost 3 years ago

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George Ioannou

I'm so sorry! I credited the wrong person for writing the article and I can;t edit the previous comment. Thank You David Moth!

almost 3 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

:) no problem, thanks George!

almost 3 years ago

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Augie Ray

I am growing concerned with the attention heaped on things that seem "creative" or with programs that accumulate meaningless stats without addressing if business or brand objectives were achieved.

For example, developing a mobile app in order to get 2,800 mentions for Porter cannot possibly be a reasonable return for the brand.

As for Esurance, I think this is an AWFUL program with little impact for the brand. Yes, they got a lot of tweets, but those were entries into a sweepstakes, not brand-building tweets. Many people created Twitter accounts just to enter (and enter repeatedly), which means these tweets had little reach. The brand picked up 260,000 followers but has lost almost half of them, and the ones left are not prospects with an interest in insurance or Esurance--they're people who entered a sweepstakes. You can see how meaningless the "followers" are by looking at the low engagement the brand continues to get on in tweets. They ran a $5 million campaign to accumulate and lose followers, to generate meaningless sweepstakes entry tweets and to leave the brand no better off in terms of engagement. How does this qualify as an impressive campaign?

I'd like to see the word "impressive" used only when success is measured in the ways marketers and brands need success measured--not in tweets or likes but in increases in brand awareness and consideration, acquisitions/leads and sales.

almost 3 years ago

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Gareth Lockton

There are some really great examples here, really diverse too! Whilst not a Juve fan, I can see their choreography campaign had a huge impact with their fans!

almost 3 years ago

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