10 Social Media Campaigns With Great Targeting

Jenny Force Jenny Force, VP of Marketing

Many companies today are using social media to reach wider audiences. With billions of people around the world on sites such as Twitter and Facebook every day, social media influence has become an essential ingredient for creating a strong brand. The best campaigns are not only clever, creative, and original, but target the right audiences. Let’s look at 10 recent examples of social media campaigns with good targeting.

1. Taco Bell’s Emoji Engine

Taco Bell has been especially effective at using Facebook and Twitter to reach a receptive audience. Recognizing that younger social media users love emojis and other clever images, the popular fast food chain released its own taco emoji engine. This was a clever strategy that tapped into a big trend. Whenever people use these emojis, they are helping to build the Taco Bell brand.

Taco Bell / Taco Emoji Engine from Andy Pearson on Vimeo.

2. Fedex on Instagram

FedEx has long been a leader in the express package delivery market. One of the challenges facing established companies is to present their brand in a way that’s fresh, hip and glamorous. FedEx found a way to do this with its Instagram account. Rather than focusing on dull pictures of trucks and boxes, the delivery company created a campaign that shows high quality photographs of FedEx trucks in interesting and exotic locations. This reminds customers of people they might know in distant places and attaches a sense of sophistication to sending packages around the world.

FedEx's Instagram Account

3. WestJet’s Christmas Miracle Campaign

The airline WestJet won a Shorty Social Good award for it’s innovative campaign called WestJet Christmas Miracle: 12,000 Mini Miracles. The brilliant idea behind this campaign was to motivate the company’s employees to submit their own inspiring videos for the holiday season. Videos could be submitted to a variety of social media channels. As a result, the company received worldwide coverage and more than 2 billion impressions.

4. Coca Cola’s Snapchat Campaign

Coca Cola is an iconic brand that was looking for a way to reach a new generation of customers. For this, it turned to Snapchat, the social media network that’s widely used by people in their teens and twenties. Through market research, executives at the soft drink company realized that younger viewers have a high resistance to traditional advertising. So Coca Cola used Snapchat’s Story feature to focus on high school students on their first day of classes. This allowed them to connect with their audience by telling a “Story” rather than using heavy-handed advertising. This is an example of an established brand using new tactics that work today.

CocaCola on Snapchat

5. Burberry’s Fashion Show on Periscope

Burberry, the upscale clothing company, found a way to leverage social media to promote a fashion show in Los Angeles. The social media app Periscope proved to be the ideal platform for this campaign. The fashion show, which was called London in Los Angeles, took place at the Griffith Observatory, which offers great views of the city. Viewers were able to get an inside look at new fashions as well as seeing live entertainment. This campaign effectively targeted Burberry’s customers by giving them a glimpse at the glamorous world of fashion.

Burberry-Prorsum-Womenswear-Spring-Summer-2014-Show - Photo credit: Burberry

6. The WWF EarthhourUK Campaign

WWF, the environmental organization that works to fight climate change and save endangered species, launched a high profile 2016 campaign with Exterion Media and TINT in the London Underground called EarthhourUK. The WWF used LCD screens in the busy subway system to display social media messages to commuters. Passersby were then encouraged to support this campaign with their own messages, using the hashtag #EarthhourUK. This campaign effectively blended social media with the offline world. They had a huge targeted audience of commuters on the London Underground, many of whom were receptive to the WWF’s call to action.

7. Citi Financial Services on LinkedIn

Citi, a leading financial institution, attracts followers to its LinkedIn page by offering recent news and helpful information. Although some of the content is promotional, much of it would be of interest to anyone with an interest in financial matters, such as investors and entrepreneurs. LinkedIn is an ideal platform for Citi to use, as it’s the leading B2B social network. A high percentage of LinkedIn users have a strong interest in the kind of topics Citi posts to its page. The Citi LinkedIn page helps the company attract new customers for its financial products while helping the brand maintain a high profile.

Citi Financial on LinkedIn

8. Chipotle on Instagram

Chipotle, the popular Mexican restaurant chain, uses Instagram to showcase its dedication to providing food that is healthy, fresh and clean as well as tasty. Many of its photos show followers how dishes are prepared. This helps to whet people’s appetites while highlighting the company’s transparency. Chipotle’s Instagram campaign is the online equivalent of letting customers in a restaurant watch the cooks working in the kitchen.

9. Domino’s on Twitter

Dominos is another high profile brand that’s found a way to capture the attention of young social media users. Like Taco Bell, the company is taking advantage of the current popularity of emojis. Domino’s Twitter campaign made it possible for customers to order pizzas by using emojis. This is not only a convenient way to place orders, it’s fun for customers and makes an ordinary task into something a little more creative.

10. Esurance on Twitter at the Super Bowl

While a great deal of attention is paid to companies that spend huge amounts to advertise at the Super Bowl, an online insurance company found an ingenious way to dominate social media during the 50th Super Bowl. Esurance’s Super Bowl campaign combined pre-game and post-game ads with a contest on Twitter. To enter the contest, users had to retweet Esurance’s tweets during the game. With prizes totaling $1 million to 17 winners, Twitter users had a strong incentive to spread the word. This campaign helped Esurance gain a larger Twitter following and gave the brand a huge amount of exposure at one of the nation’s most widely watched events.