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11 Brands that are Killing it on Social Media

Release Date

25 October 2016

Social media usage in Australia is seeing no sign of decline. In fact, the latest statistics from SocialMediaNews.com.au show that during the last month in Australia there were over 15 million Facebook active users, 5 million Instagram active users, 2.8 million Twitter active users and 2 million Snapchat active users. That’s not to mention the 14.5 million YouTube video views us Aussies clocked up. So to help inspire you with ideas for promoting your brand online, we’ve compiled a list of 11 brands that are killing it on social media.

Bonds – for creating engaging content
To encourage men to invest in comfortable underwear, Bonds created a series of tongue-in-cheek videos to offer a light-hearted PG-rated look into what goes on inside men’s underwear. Titled “The Boys”, the comical videos highlighted Bonds’ USP (Unique Selling Proposition) and strapline: “Very Comfy Undies”. The nature of the videos was ripe for social sharing, and over 1.5 million views have been recorded on YouTube since the series launched. Bonds also picked up a Silver Lion award in Cannes for their efforts. Not bad!

Source: Bonds

Fitness First – for leveraging lifestyle trends
Leveraging the two recent lifestyle trends of mindfulness and social experiments, Fitness First launched a social media campaign to showcase how being fit feels (beyond just the changes in a person’s physical appearance). As part of the filmed social experiment, 3 regular gym junkies were made to give up the gym for 12 weeks, while 3 people who rarely went to the gym were asked to hit the gym hard for 12 weeks. Daily video diaries captured the emotional side of the participants, highlighting that going to the gym does more than just improving how you look, it is also improves your state of mind. The often raw emotive footage not only inspired those looking to improve their entire state of body and mind, but also encouraged those that were already gym-goers to keep going. The video content was promoted via Fitness First’s Facebook and Instagram channels, and a hashtag (#howfitfeels) continues to be promoted to encourage fans/followers to share their own stories (building user-generated content for Fitness First to share).

Source: Fitness First

SurfStitch – for leveraging partnerships to keep fans engaged
Australian online retailer SurfStitch has amassed almost 450k fans on Facebook and has a sizeable email database too. By regularly running competitions on their website, SurfStitch is able to successfully capture consumer data and lure interest in their Facebook page. Instead of allocating big budgets to high-value prizes, SurfStitch offers the opportunity to non-competitive third-parties (e.g. holiday companies) to provide prizes in exchange for brand exposure via their online channels. SurfStitch then works with these third-parties to ensure prizing and promotional messaging aligns with their own retail offering, thus ensuring relevance and capitalising on opportunities to increase sales. This approach allows SurfStitch to keep existing fans and email subscribers engaged, while also luring new fans and subscribers – all without needing to invest large budgets.

Source: SurfStitch

McDonald’s – for being quick off the mark with Snapchat
As the first brand in Australia to launch a nationwide sponsored geo-filter (essentially a static image overlaid on a consumer’s selfie), McDonald’s have been quick off the mark to use Snapchat to keep their younger customers engaged. In May 2016, the fast food giant launched two branded filters – one with the tagline “I’m Lovin’ It” and other with a fries footer frame saying “Every day is Fryday”. The sponsored geo-filters only lasted for 24 hours, but drove interest in the McDonald’s Australia Snapchat account. Existing McDonald’s Twitter and Facebook followers were invited to add McDonald’s Australia on Snapchat and send a photo using the geo-filter, to be added to McDonald’s’ first Snapchat Story. To follow-on from this, and to celebrate National Cheeseburger Day (18 September 2016), McDonald’s Australia gave away free cheeseburgers for any followers that snapped in-store using one of the McDonald’s Snapchat selfie filters.

Source: Ad News

Cadbury (UK) – for getting creative with Snapchat
With dwindling sales of their chocolate bars, especially amongst younger demographics, Cadbury (UK) knew that they needed to utilise millennial-popular channels to reinvigorate interest and sales in their products. Designing a series of static filters and interactive lenses, Snapchat users in the UK have gone crazy for the branded filters and lenses, helping to once again raise the profile of Cadbury chocolate bars amongst younger consumers.

Source: Campaign

Red Bull – for broadcasting live content
As one of the first brands to take advantage of Periscope (the live broadcasting platform), Red Bull have managed to acquire over 74k active followers. Instead of promoting their own products via Periscope, the energy drink brand uses the app to broadcast their branded events. From live interviews to party streaming, followers get to virtually attend Red Bull events – all helping to further build brand affinity and loyalty.

 Source: Redbull

Tourism Australia – for amassing user-generated content
As the government body responsible for promoting Australia to the world, Tourism Australia’s social media channels are used to inspire travellers across the globe, and encourage them to book a holiday to Australia. Realising that they simply couldn’t create enough content to keep their fans engaged, Tourism Australia asked their 22 million plus brand ambassadors for help (i.e. Australian residents). Today, 95% of Tourism Australia’s Facebook content is user-generated content. With a constant stream of content coming in from Aussies and travellers alike, Tourism Australia has amassed enough content to last them for years.

Source: See Australia

Melanoma Patients Australia – for getting clever with geo-targeting
While almost two years old now, the “Melanoma Likes Me” social media campaign is still referred to as one of the best social engagement campaigns seen in Australia. To raise awareness of melanoma, particularly amongst younger Aussies, Melanoma Patients Australia created an online persona on Instagram and Twitter. Utilising a geo-targeting algorithm, the Instagram and Twitter personas (accounts) sent millions of tailored messages to consumers as they were out sunbathing. As consumers casually checked-in online at beach locations across Australia, and posted pictures of themselves soaking up the rays, ‘Melanoma’ would like and comment on their posts, in real time. The campaign resulted in a 1371% increase in visits to the Skincheck mobile website.

Source: Cream Global

Oak – for using Snapchat to drive response
Few Australian brands have truly leveraged Snapchat as a marketing channel (yet), however milk drink brand Oak used Snapchat earlier this year to drive an immediate response from their followers. Posting a one second coupon, Snapchat followers were required to react quickly by taking a screenshot of the snap in exchange for redeeming a free Oak. Followers that were too slow to react were given an additional chance the following day. By utilising Snapchat’s screenshot notification system, Oak were able to validate coupons and prevent cheating.

Source: Marketing

Helloworld – for owning it on Instagram
Leading Australian travel agency group Helloworld wanted to create a social media campaign that would encourage consumers to take action and finally book that long-dreamed-of holiday. On World Tourism Day (27 September) they launched the world’s first Instagram relay. Working in partnership with tourism boards across Australia and the world, 80 Instagram influencers were selected and tasked with uploading 12 photos in 12 hours (on World Tourism Day) to showcase their ‘day in the life’ in places all around the world. Travel lovers (consumers) were also encouraged to contribute to the campaign, by submitting their own travel photos using the hashtag #helloworldRELAY. Over 20k posts were submitted utilising the campaign hashtag over the 36 hour period, and user-generated content submitted was then repurposed and used by Helloworld across online and outdoor advertising – showcasing real travel moments by real people. Consumers submitting content to the relay were then retargeted with information about tours, itinerary ideas and travel offers.

Source: Twitter

WWF – for leveraging Snapchat and Twitter to raise mass awareness
Wanting to raise awareness of endangered species amongst millennials, WWF (World Wildlife Fund) used Snapchat to highlight the sad reality of animal species’ disappearing from the planet (forever). Similar in nature to Snapchat posts that disappear after being viewed, WWF leveraged Snapchat and created a #LastSelfie campaign. Images of endangered animals were shared via WWF’s Snapchat channel, with the caption “Don’t let this be my last selfie”. Followers were encouraged to screenshot the images and share via Twitter using the hashtag #LastSelfie. Over 40k shares via Twitter took place on the first day alone.

Source: Storify

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