Finding dynamic ways to reach influential social media users has become increasingly beneficial and creative. The idea is to get users to do the social media advertising for you by treating the cool kids. You’ve got to earn your brand ambassadors organically, but when you do it’s so worth it.
Music accessory brand, Jabra gained 7.5 unique impressions, for example, by seeking out and giving 25 influential college students a free pair of headphones to hopefully post about on Facebook. This was the result of about 487 likes and 276 comments, according to marketers Sumpto.
We’ve rounded up 6 standout social media campaigns to customize for your brand in the New Year.
source: Telus and Mashable
1. Use tweets as vending machine currency
To help spread the World Wildlife Federation’s conservation message, telecom company Telus set up a vending machine in a Vancouver mall that dispensed plushy pandas in exchange for tweeting #HomeTweetHome. Telus also pledged to give $1 to WWF Canada for every tweet using its hashtag. This was a smart strategic pairing on Telus’s part, which is also known for sustainability (and panda logo), by partnering with an advocacy group of worldwide notoriety. Participants posted residual pics of themselves and friends’ with their new toy. And, come on, who doesn’t like pandas?
2. Tweet a free drink to a friend
Is the next drink on you? Starbucks made it as easy as tweeting to someone a $5 gift card. Users simply link up their Twitter accounts at the three step Tweet-a-Coffee site and type “@tweetsacoffee to @____(friend’s handle)_____,” add a short note if you want and an eGift card is sent to redeem right off their phones in a Starbucks. Starbucks also partnered with Visa to reward the first 100,000 senders a $5 eGift card for themselves (if you used a Visa card of course). Starbucks has a similar set-up on Facebook since 2011. Not only does the Twitter program increase followers but it lso drives sales present and future (people typically spend over the limit of gift cards and some 20% are never redeemed, statistically). Simple and genius.
3. Make Instagram’s minimal features work for you
Monthly subscription club, BirchBox prides itself in being a tastemaker in men’s skincare and lifestyle products. So, when BirchBoxMan’s social media team has giveaways for full products, they turn to Instagram, Facebook and Twitter to get the word out, asking users to take pics with their hashtags. Notably, BirchBoxMan uses, and frequently changes, Instagram’s profile link to direct users to current promotions’ rules. Users can also like, share and comment on Facebook to be entered to win some promos. The tech-conscious company also throws Instagram photo contents awarding points for discounts on their online shop.
source: Pepsi Co. YouTube Channel
4. Exchange soft drinks for friends (via Facebook)
Who says buying friends won’t make you popular? Certainly not Pepsi, which launched a vending machine that gives away free sodas for liking them on Facebook. The only currency here are likes, so no money is ever exchanged, and can be done simply by phone (or from the dispenser’s own touchscreen). You are also prompted to choose your favorite Pepsi product to dispense. Pepsi tested this “Like Machine” at a Beyonce concert in Belgium to great success. It’s a perfect way to see exactly who’s interested in your product and what their preferences are using Facebook analytics.
source: @WarbyParker Instagram
5. Be as unique and photogenic as your product
This winter, stylish eyewear company, Warby Parker has been rewarding gift card purchases with a crafty snowman building kit. It’s a little something extra that shows off Warby Parker’s young, quirky side. On Instagram, Warby Parker posted their own snowmen pics, some even wearing their glasses, resulting in fans posting their own too using the hashtag #WarbySnowman. Many users couldn’t resist such an Instagram-able treat with distinctive blue buttons matching Warby Parker’s branding.
source: Sumpto’s Facebook
6. Scratch the backs of influential brand ambassadors
The business model of marketing startup, Sumpto is to entice popular Twitter, Instagram and Facebook users (those with lots of friends) to organically promote products in exchange for samples. Geared towards college students in particular, Sumpto partners with brands looking to spread awareness via social media—companies like PopChips, Greek Life Threads, Pure Fix Cycles and others. While Sumpto specializes in doing this en masse for companies, there’s no reason why you can’t send YOUR product for review from those influential in your demographic.