Who said marketing household products has got to be boring? Hefty made an impression with an unorthodox approach to marketing that made everyday consumables a lot more fun. Hefty use humour as a central part of their marketing strategy, with their #PartyHardMoms campaign seemingly appealing to middle-aged mums who long to relive their teenage years.
The monologue makes reference to millennial-influenced memes and abbreviations, with phrases such as ‘glitter AF’, ‘squad goals’, ‘literally dying’, ‘I can’t even’, ‘cray’, ‘sorry not sorry’, ‘how basic can you be’, and ‘on fleek’, proving that mums of today are more than just the one-dimensional, preconceived stereotype.
It’s no wonder that the campaign was a viral success – social influencers took to their personal channels to share the videos, helping them to reach 97 million views collectively. Compared to your standard, run-of-the-mill commercials from the likes of Unilever or P&G, Hefty’s offbeat and unconventional style made watching adverts fun. It’s the type of marketing that earnt them a place in the final for the best video at the 2016 Shorty Awards.
When it comes to social media marketing, Innocent drinks are in a league of their own. Despite being a company which would be presumed to have a larger than normal marketing budget, the social media team use their creative minds to generate simple, cheap, yet incredibly effective content. The imaginative marketing department often personify pieces of fruit by drawing human features on them – what better way to express your brand personality?
They are also masters of customer interaction on social. The advanced social media managers at Innocent have managed to build casual and informal relationships with their followers. They have done so by guiding discussion and replying to comments with a friendly, informal and humorous tone of voice. Their conversational nature works wonders as it encourages followers to carry on the dialogue, hence enticing further engagement from other social media users. Followers of Innocent on social media have become infatuated with the brand, and it’s easy to understand why.
Their conversational nature works wonders as it encourages followers to carry on the dialogue, hence enticing further engagement from other social media users. Followers of Innocent on social media have become infatuated with the brand, and it’s easy to understand why.
Lokai well and truly found their zen with social media when they made the decision to use Instagram as a core channel for their marketing. Seeing as the themes of adventure and visual storytelling are intrinsically related to both Instagram and Lokai’s brand, it seemed to be a perfect match.
Lokai decided to focus their Instagram strategy on community interaction, user generated content and social influencer endorsements. It just so happened that this was the perfect formula to bring about an incredible growth spike in 2015. Lokai followers became the focal point of the brands success – they collaborated with talented Instagrammers who would produce high quality campaign imagery, enabling them to deliver a consistently high standard of user generated content throughout the year.
Lokai followers became the focal point of the brands success – they collaborated with talented Instagrammers who would produce high quality campaign imagery, enabling them to deliver a consistently high standard of user generated content throughout the year.
Lokai also touched the hearts of their followers with their charitable work, with 10% of net profits donated to a variety of charities. This earned the brand endorsements from public figures such as Arian Foster, the Kardashians, and Helen Owen. Lokai’s finely tuned Instagram strategy was a huge success; their following increased by 900,000 in 2015, and their hashtag #LiveLokai has now been used over 195,000 times.
Lokai’s finely tuned Instagram strategy was a huge success; their following increased by 900,000 in 2015, and their hashtag #LiveLokai has now been used over 195,000 times.
Besides taking the hospitality industry by storm, Airbnb have also proved themselves as a master of social media. With storytelling at the heart of its brand ethos, Airbnb appear to have fostered a sense of trust and togetherness amongst their loyal community. Stories about the lives of guests and hosts feature as a mouthpiece for the brands core values; all united under the tagline ‘belong anywhere’.
In a recent video campaign, Airbnb marked the 25th anniversary of the fall of the Berlin Wall. They created a heart-warming rendition of a character who travelled back to Berlin for the first time since working as a guard during the Cold War. The video accumulated 5.7 million YouTube views in its first month.
Airbnb’s efforts to encourage people to visit and host is further inspired by their social media efforts, where they use rich visual content to engage fans. Besides sharing stories, Airbnb uses social media to draw attention to particularly weird and wonderful listings, whilst staying on trend with seasonal/topical events to keep their feeds fresh.
DOLLAR SHAVE CLUB
The story of what came to be Dollar Shave Club is truly extraordinary. How did a viral video back in 2012 end up in a billion-dollar buyout? Because Dollar Shave Club’s viral marketing was turning heads. Similar to Hefty, Dollar Shave Club use humorous video marketing to stand out by taking boring everyday products and making them entertaining.
By pointing out the annoyances of regular ‘overpriced priced’ razors, Dollar Shave Club were able to appeal to the mass market and accumulate 1.1 million monthly subscribers. It wasn’t long before they started being noticed – their marketing alone was perceived as a direct and immediate threat to big players in the industry. So much so that in July 2016, it was announced that Unilever had acquired Dollar Shave Club for $1 billion.