Best campaigns overview 2015

1. Best social media
campaigns overview
2015

2. Heinz
ABOUT
Heinz has rolled out its Get Well Soup campaign for the fifth year
running, so Facebook users are able to purchase a can of
personalised soup from the Heinz fan page.
There are a limited number of cans available each day and with each
purchase Heinz will give £1 to charity.
Personalised products are hugely popular (as we’ve seen with the
Coca-Cola cans) and as this is the fifth year Heinz has run this
initiative it clearly sees good results.
http://www.thedrum.com/news/2015/01/10/heinz-s-get-well-soup-
campaign-returns-5th-year
2015

3. Adidas
ABOUT
Football is a sport that generates a large amount of vitriol and
hatred, and social media has given people a handy channel through
which to vent their fury.
Adidas is making light of this in a new social campaign based around
the slogan #ThereWillBeHaters.
It features Luis Suarez, Gareth Bale, James Rodriguez and Karim
Benzema, giving an over-the-top depiction of their daily lives.
THE RESULTS
Within a month, the ad has notched up over 15 million YouTube
views.
http://www.thedrum.com/news/2015/01/10/heinz-s-get-well-soup-
campaign-returns-5th-year
http://www.digitaltrainingacademy.
com/casestudies/2015/02/adidas_controversial_haters_ad_gets_15
m_views_on_first_day.php
2015

4. Hewlett-Packard (HP)
ABOUT
HP has followed up on their highly successful 2014 #BendTheRules
campaign and have taken transmedia to another level on Vine,
Twitter, and TV. Using Vine Stars, they have created content around
the use of their products, transcending social media networks and
interacting with consumers on multiple mediums. In the 2015
edition, content creators are Going Epic and are given big budgets to
pull off stunts, ranging from monster truck trick shots to being set on
fire to breaking through glass.
The idea was to find creative people in social media, particularly
vine-ographers, give them the machine and invite them to be
creative with it in six seconds.
The reason this social media campaign works is that it speaks to its
desired audience as part of HP’s recent focus on revamping its brand
to attract a younger demographic. Another reason it was so effective
was it used influencers within its campaign to do the influencing for
them.
2015

5. World Wildlife Fund (WWF)
ABOUT
As one of the winners of the 2015 Webby Awards, the Snapchat
campaign for the World Wildlife Fund (WWF) pulled on the
heartstrings of animal lovers everywhere. WWF used the idea that
selfies disappear off Snapchat after 10 seconds to illustrate the
disappearance of endangered species around the world. The result
was worldwide branding and sharing that led to increased donations
for the month in only a matter of days.
According to Tuba Ugur, Communications Officer for WWF, The
urgency to act and Snapchat’s dynamic were the perfect match to
disseminate our message for species. The continuity of our
conservation work is vital for success. For this to happen, we have to
clearly and creatively explained our reason for existence to current
and prospect supporters. Millennials are targeted for this campaign
and that’s why we chose to use Snapchat, which is mostly used by
them.
http://www.justforthis.com/
2015

6. VisitBritain
ABOUT
VisitBritain, the official tourist board of Great Britain, created a
Tumblr page last year that promoted a range of things to see and do
across the country via animated gifs, images and original content.
The content was distributed through Tumblr Sponsored Posts and
native ads within Yahoo's content streams and digital magazines.
THE RESULTS
Organic interactions (such as likes, re-blogs or follows) with
VisitBritain’s content doubled in the first month, with blog
impressions tripling in comparison to the month prior.
The campaign garnered 15m impressions and over 200.000 organic
interactions over a three-week period.
Earned media helped spread the word about what travellers can
experience in Great Britain and helped reduce the cost of the
campaign by 40%.
2015

7. The Dress
ABOUT
Remember all that hullabaloo around the dress? Was it black and
blue? Was it white and gold?
Well the Salvation Army tried to make something worthwhile from
that massive waste of everyone’s time.
It used the hashtag to highlight the fact that one in six women are
victims of domestic violence, asking Why is it so hard to see black
and blue?
2015

8. Samsung
ABOUT
Samsung has revealed that its #StandTall campaign generated 45.000
interactions for the Prince’s Trust Celebrate Success Awards.
The campaign aimed to drive awareness of the stories behind the
young people being honored at the awards.
Content was posted across Samsung’s various digital and social
channels, as well as a dedicated page on its website that featured
videos of the finalists.
THE RESULTS
Overall the campaign generated:
681,217 impressions.
7% engagement rate versus a benchmark of 1.5%.
The cost per engagement was 7p, versus a predicted benchmark of
50p.
2015