COMM 1073 Successful Campaigns SP1 18 by Eas Online

Katherine Harris

2018-03-05 03:33:32 UTC

The Taco Bell Taco Emoji campaign is a favourite of mine – tacos are my favourite food and I actually signed the change.org petition! The campaign was very clever and used social media in quite a unique way. Taco Bell used social listening to monitor social media posts from over 157,000 people calling for a taco emoji (Mobile Marketing Association 2015). They then generated a petition with change.org, petitioning Unicode Consortium, creators of emoji, to release a taco emoji for IOS and Android users.

The petition collected 33,000 signatures worldwide over seven months. During those seven months, Taco Bell sent out social media posts across Twitter and Facebook, calling for support of their petition. After seven months, the petition was considered a success and the emoji was designed, being released to users a short time later.

I think the way Taco Bell celebrated their success on social media was more interesting than their original campaign for the emoji. Together with a design company, they released 600+ pieces of content including photos, gifs and sounds. The idea was that when people Tweeted the taco emoji + another emoji, a program would automatically generate a gif that combined the two images. This campaign received more than 798,000 engagements with a major boost in Taco Bell’s brand sentiment (Mobile Marketing Association 2015).

References

Mobile Marketing Association 2015, ‘Taco Bell: taco emoji engine’, viewed 5 March 2018,

Steve Boddy

2018-03-05 04:10:01 UTC

Groupon- Banana Bunker-

Groupon clearly exacerbated how visually similar the Bana Bunker was to anatomy and made it into a viral sensation. Adding to the success was the commentary and responses provided by readers and Groupon.

Groupon made a sex joke go viral on social media. Coupled with witty responses to at times less than savoury commentary provided by readers allowed to company to display a lighter, humorous side to the product which resonated with readers and its target audience. It’s ability to not take itself to seriously and respond with wit to numerous posts meant that the target audience were continually engaged and checked back to read the latest commentary.

Groupon took advantage of the two way conversational nature of social media to reach its audience and sell out this product and increased brand recognition and affinity with consumers through this clever ploy.

Maekaela Rawlings

2018-03-05 09:45:47 UTC

The Banana Bunker!

I chose to analyse Goupons' Banana Bunker campaign. The product has been promoted several times through Groupon and has in the past garnered some attention and jokes regarding the phallic shape and initial appearance of the product. Rather than ignoring the comments or playing into the obvious humour options, the marketing and media team at Groupon decided to respond to the innuendo with innocent banana protection themed remarks (Monllos 2015). Bob Roberts, head of the communications team, estimates they responded to anywhere between 150 and 200 comments on the post (Monllos 2015). He [Roberts] also declares this the most successful social media campaign Groupon has ever run (Monllos 2015).

The reason this promotion went viral is highly due to the level of engagement and humour the social media team were providing. Groupon recognised that people would find this product amusing and allowed it's social media team to run with it. There is a sense of humour and fun to the post and to the responses without compromising the brand or using humour some may find offensive. The interaction was also instantaneous, with most responses happening within two hours of the comment being made (Monllos 2015). The company kept their responses on track, they delivered a consistent message about the product and always managed to respond to customers in a way that touted the benefits of the Banana Bunker (Patel 2015). They also took care to directly engage with the commenter by using their name and responding to exactly what the commenter had said, giving the commenter the sense that Groupon had singled them out which makes them feel special (Patel 2015). This also gives the post that desirable 'sticky' quality as commenters were more likely to visit or share the promotion in hopes of being responded to.

References

Monllos, K 2015, 'How Groupon not so innocently planned its most popular Facebook post ever', Adweek, 30 March 2015, viewed 5 March 2017, http://www.adweek.com/brand-marketing/how-groupon-not-so-innocently-planned-its-most-popular-facebook-post-ever-163762/

Patel, N 2015, 'How Groupon hacked social media with the Banana Bunker', Kissmetrics, March 2015, viewed March 2018, https://blog.kissmetrics.com/how-groupon-hacked-social-media-with-banana-bunker/

Karen Knight

2018-03-05 23:31:02 UTC

I remember the Dove Choose Beauty campaign. It tapped into a deep emotional chord with women from around the world. An experiment with the labels ‘beautiful’ and ‘average’ hanging in two separate doorways, women were forced to choose which door they would walk through and outwardly express how they perceived their inner beauty. The campaign revealed that 96% of women identified themselves as average through this experiment. Dove capitalised on the low self esteem of the ‘average’ woman, empowering them with the belief that every woman is beautiful. The use of social media to start a conversation about real beauty, with the cameras rolling in 5 different locations simultaneously around the world, gave Dove enormous credibility in an industry that is generally dominated by beautiful models in traditional advertising. It encouraged women to buy into the values of the company behind the products. That is, that all women are beautiful.

Reference

Unilever 2018, Dove Choose Beautiful, viewed 06 March 2018

http://www.dove.com/au/stories/campaigns/choose-beautiful.html

Jessica Chaudhry

2018-03-08 20:34:44 UTC

The McDonalds Super Bowl campaign seems particularly successful, as they encouraged followers to interact with their posts by retweeting to win a prize. This is an effective marketing strategy as per each person that retweeted their post, the post is exposed to a whole new following base, encouraging more shares and more views and ultimately more followers for the McDonald’s page. Some of their posts can be seen as being shared up to 10,000 times, which is a significantly large amount of people. They also assisted in the promotion of other brands and sponsors by partnering with them in order to be able to give items away, and vice versa.

It was a simple, straight-to-the-point campaign and achieved what I would think to be their goal of attracting attention to their posts and to their page, and increasing their following base.