So we’re a few months into 2015 now (where has the time gone??!?!), but we’re already starting to spot one of the big trends of 2015 and that is:
Social Media Driving Sales
Of course, we all know what social media is (Facebook, Twitter, Instagram, Snapchat etc.) and businesses using social media is not a new thing. We are noticing now though that businesses are really starting to understand where their core markets lie and how to engage their audiences with different social channels. Organic feeds for engagement are now being backed up correctly with targeted advertising – made all the more relevant since Facebook’s adjustments to its news feed that effectively cut out ‘free’ advertising for most companies using this platform.
The adoption of social media has also become much more varied. Each channel is different in the way it speaks to users, and each will have a different relevance to businesses. Adweek have provided a useful infographic on the usage stats as of 2014 which you can see here.
Audiences are becoming much more defined and we can start to see what type of reach a social media channel can offer, e.g.:
- LinkedIn – over 39 million users are students and recent college graduates – intellectual, ABC1 market
- Instagram – 23% of teenagers consider Instagram as their favourite social network – predominantly teenage market/younger audience
- Snapchat – 12% of Snapchats are shared with multiple recipients – wide reaching and fast spreading posts
- Facebook – 75% of engagement on a post happens in the first 5 hours – typically longer engagement times over other channels
This in turn means businesses have more info than ever to enable them to pick the right channel to push the right campaign. Creative marketers that are getting it right are seeing real results.
Here’s a few stand out examples of social campaigns and why, for us, they work so well.
1. McDonalds – Pay with Lovin’
One of the biggest campaigns to involve social media and use social media as the main driving agent for sales is McDonald’s Pay with Lovin’ campaign.
The clue is in the name. Randomly selected customers can pay for your meal with “Lovin'” techniques, e.g. hugs, phone calls to their mums, dances, bumping fists etc. and it will be filmed and shared instantly across networks like Instagram and Snapchat.
The campaign kicked off with an advert that ran on Superbowl XLIX weekend and ran between February 2nd – February 14th.
Why it works:
McDonalds have carved out a very unique position for themselves in the market and no longer did they want to be associated as the unhealthy fast food option, but rather as the fast food chain that everybody loves and can feel good about going to.
To do so, they’ve used emotional, personal adverts, and banged away at this message where you can share good times at the restaurant, no matter what your profile is. Here’s an example of this:
Using social media to start driving a craze seems like the next logical step and they’ve used human nature to good effect with this campaign.
Firstly, everybody wants something for free, and getting things free gives you a great feeling. That’s just human nature – why pay when you can dance?
Secondly, people want things that are not only free, but also fun. No longer do we want to fill out data capture forms that you didn’t blink twice at. We’d rather feel involved and like we worked for the reward and that we’ve interacted with the brand.
People want to feel part of a craze, and this is an easy way to get your audiences to commit to doing something fun, which perhaps they can start sharing and being involved with.
Of course, a mad rush to McDonald’s in the event of getting something for free inevitably means sales goes up.
Check out some other reactions here.
2. ASOS – Face/Off App
Last year, D&AD, the global association for creative advertising and design awards, awarded students Lena Paik and Nicholas Cheong of the Lasalle College of the Arts their prestigious Yellow Pencil trophies for their proposed app for ASOS.
Entitled ‘Face/Off’, again the clue is in the title. The app invites users to take pictures of themselves and their outfits and post it on the app. The app will then find pictures of others wearing similar outfits and pitch them against each other to see who wears it better.
Users can then use social media to get votes and try to win the battle, winners are put onto a leaderboard and then an overall winner of the hour will be featured on the ASOS website.
Why it works:
It’s a simple concept, but again, like McDonalds, it’s the understanding of human nature that makes this social media focused app work.
ASOS’s core audience are the 18-30 market, those that are starting to discover their style, proud of their appearances and have money to spend. Often they’ll be competing to be the best dressed in their social standing.
This app takes all those traits and combines it with social media to get people to start talking, interacting with each other and also the brand as well as helping them discover new styles.
As a by-product, sales go up from new style ideas, brand awareness increases and dialogue is created between brand and consumer.
Although it was only a proposed app and it hasn’t (as yet) made it to production, we’d still very much like to see it in action and see how people will react to it.
Want some ideas of how we can help with your social media campaign? Give us a shout here.