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7 top social media marketing success stories

This year, many new [and existing] companies have upped their game when it comes to social media. These 10 recent campaigns from the past year are examples of how quirky, unique and even risky social media marketing can be effective.

  1. Domino’s #EasyOrder

Domino’s really wants to make it easy to order pizza. Beginning in May 2015, the company let customers request delivery of their favorite pizza by tweeting a pizza emoji to the @Dominos Twitter account, or by using the hashtag #EasyOrder. The tweet-based order system eared Domino’s media coverage from the likes of USA Today, Forbes, and Good Morning America, not to mention a Titanium Grand Prix award at Cannes.

  1. German Supermarket #Edeka

German supermarket chain Edeka released a touching Christmas-themed video ad in which an elderly man is alone at Christmas because his grown children are too busy to visit. The #HeimKommen ad, which ends on a happy note, touched upon food, family and the true meaning of the holidays, while shining a light on the unfortunate loneliness some older people experience.

The video was the most viewed Christmas ad on YouTube, garnering over 33.5 million views within a week, according to Socialbakers. Two weeks later, the video had scored 331,000 likes, 20 million views and 579,000 shares on Facebook. The campaign’s success demonstrates how brands can effectively leverage social media to have profound effects on their audience.

  1. Nivea ‘Second Skin’ YouTube video

Another holiday 2015 video that went viral came from skin care company Nivea. The “Second Skin Project” video featured a mother and her adult son who couldn’t spend the holidays together, because one lived in Spain and the other in Paraguay. Using VR goggles and a fabric that simulated human skin, mother and son were ‘reunited’.

  1. PwC’s #BallotBriefcase Snapchat campaign

Can you turn a briefcase into a Hollywood star? More importantly, should you attempt B2B marketing on Snapchat? Absolutely – at least if you do it as well as the successful #BallotBriefcase campaign from PricewaterhouseCoopers.

PwC has been auditing the Oscar balloting for 82 years. For the 2016 awards ceremony, the company sought “to create a modern and savvy campaign” aimed at millennials by using Snapchat “to generate buzz internally and increase external visibility around the firm’s involvement with the Academy Awards,” according to the company.

  1. Dollar Shave Club’s #RazorBurn campaign

Upstate razor company Dollar Shave Club (DSC) used its typical wise-guy humor to boost its social media presence in a cross-channel campaign that won a 2016 Shorty Award in the Retail & E-Commerce category.

  1. Cards Against Humanity’s Black Friday campaign

On Black Friday 2015, when it seemed that nearly every business in the world tried to sell consumer something, Cards Against Humanity offered to sell absolutely nothing – for $5.

The stunt received major media coverage, and pulled in an estimated $71,145, which was distributed to their employees.

  1. Burberry’s Mr. Burberry Snapchat campaign

In April 2016, Burberry became the first luxury plan in the digital space to run a Snapchat-Discover-channel ad, according to Digiday. The 24-hour campaign promoted the company’s new Mr. Burberry fragrance, and it featured exclusive video content including a stylized and sexy promotional from director Steve McQueen. The video received nearly 300,000 views on YouTube.