The dying days of 2014 and the first few of 2015 have witnessed a raft of new, creative social media campaigns and news of an increase in mobile device activations. This year will see no let-up in the number of companies who will turn to social to get closer to their existing consumers and reach out to new ones. For some brands, the year has already got off to a great start.
A $1 Million Giveaway on Social to Spread New Year Cheer
Airbnb is extending the festive season of goodwill with a social media campaign that aims to “reduce the number of strangers in the world”. As part of its #OneLessStranger campaign, the website for people renting out lodging is giving away $1 million. The idea is that 100,000 customers will be given $10 each to use in an act of kindness. The hope is that this will encourage others to join in and pay it forward and connect with total strangers. The generous campaign kicked off on New Year’s Eve and participants are being asked to detail their experiences on Twitter to give momentum to the initiative.
Social Campaign to Promote Drone Safety in the Air
The United States has experienced growth in the gifting of commercial unmanned aerial systems (UAS). So much so in fact, that the Federal Aviation Administration (FAA) has partnered with hobbyist groups and the drone industry to ensure that drones are flown with safety. The ‘Know before You Fly‘ campaign encompasses a website, social and digital media, an educational video and point-of-sale material. It comes after reports of near misses, including one over Heathrow Airport, when a drone came within a few metres of a passenger jet.
“There is a lot of excitement and enthusiasm around UAS, and the technology is becoming the must-have holiday gift,” said Michael Toscano, President and CEO of AUVSI. “The ‘Know before You Fly’ campaign fills a critical education gap just in time for the holiday season. We want to ensure that all prospective operators have the tools they need to fly safely and responsibly.”
Candy Brand Launches Fun Video Campaign
Reese is a popular brand of Hershey’s candy which supports a number of college football events in the United States. To boost interaction between college football fans and the brand, Reese has created several short videos in which comedian Jeff Foxworthy is dressed as a football referee who provides essential tips for successful game-day parties. The videos will be shown on Reese’s social channels including Facebook, Twitter and YouTube, and will encourage fans to use the hashtag #ReesesGameday to share their own amusing rules.
Social Campaign Features New Born Babies
Fisher Price has embarked on an exciting social media campaign that started with an ambitious video that recorded live births in 11 hospitals from around the world. The footage of real parents and their newborns was collected on New Year’s Day and edited into a 90-second video published the following day on “Good Morning America”.
Shorter versions of the film will be running as paid media on Facebook, Twitter and YouTube. This is being followed by a larger campaign element on those channels as well as on Pinterest and Instagram where parents are invited to write about their wishes using the hashtag #WishesForBaby. The social activity is designed to reach millennial mums who spend a lot of time on line, with the toy company hoping this will spark conversations between parents.
To increase reach and exposure, Fisher Price has teamed up with singer Shakira and her Barefoot Foundation. The global superstar will promote the video to her social media fans which number more than 100 million.
Being Glamorous with Max Factor
Max Factor make-up brand has announced that the late film star Marilyn Monroe is going to be its new global ambassador. The news coincides with its latest social media push which is to encourage women all over the world to post a selfie using the hashtag #GlamJam showing how they glam up with make-up.
“Max Factor have always believed that glamour matters – and that glamour itself exists beyond make-up, it’s an approach to life that Marilyn embodied so perfectly,” said Esi Eggleston Bracey, Vice President of Max Factor Cosmetics. “It’s through this attitude to life that women are encouraged to be adventurous, to push themselves, and to ultimately have the confidence and passion to fulfil whatever it is that they want.”
Time now for a look at the social media stories that have been making waves during the last seven days:
Christmas was a Bumper Time for Apple
The company’s mobile devices accounted for an incredible 51% of the devices being activated around the world on December 25th. The number one device was the iPhone 6. In second place was Samsung with 18% of new device activations, while Microsoft occupied third position with 5.8% share, primarily for its Lumia devices.
Fashion Models Discovered on Instagram
Social media is changing the way fashion models are being discovered, largely because anyone with a mobile phone and internet connectivity can get themselves noticed. While models are still discovered by talent scouts, increasing numbers are getting on the fashion runways via social media. DKNY and Marc Jacobs are among the brands already using social to cast shows.
Last December, IMG Models launched ‘We Love Your Genes’ on Instagram where would be models can post their photographs. To date, the site has attracted more than 7,000 followers, and IMG says it has already signed 12 models via this approach.
“There’s no need to wait to get discovered at your local mall, or in an airport, in the age of Instagram,” the company said in one of its pieces.
Indian Government’s Fastest Growing Social Initiative
The Indian government’s ‘Make it in India’ campaign has become a huge hit on social media with a new member signing up to its Facebook page every three seconds. The project was conceived to attract businesses to invest and manufacture in India and has already received more than 2.1 billion global impressions, according to an official statement.
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