What do deodorant, health food, legos and soda have in common?
The answer: some truly amazing and successful social media campaigns.
In the B2B marketing world, we often don’t see many social media case studies. Enterprise software, for example, just doesn’t have as many Facebook fans, Twitter followers or YouTube watchers as big consumer brands. B2B companies, however, can learn quite a bit from the social media endeavors of B2C. Below are four examples of B2C companies using social media…..and using it right. Read and learn:
1. Old Spice Creates a Character and Sparks a Deodorant Revolution
If you haven’t heard of this incredibly popular campaign you must be living under a rock, literally. The Old Spice commercials were created to target both men and women at the same time to generate brand awareness and start a conversation around body wash. After a very successful TV launch, the Old Spice folks knew they needed to capitalize on Mustafa’s fame….enter YouTube. Old Spice teamed up with WK and for 3 days a team created and filmed 180 quirky videos around the clock. They created videos and also responded directly to fans and celebrities in near real time to create a YouTube sensation. Here are some stats that would make any company drool:
- On day 1 the campaign received almost 6 million online views
- On day 2 Old Spice had 8 of the 11 most popular videos online
- Facebook fan interaction was up 800%
- Oldspice.com website traffic was up 300%
- The Old Spice YouTube channel became the all time most viewed channel
2. Whole Foods Keeps in Touch Through Twitter
This is not a case study but rather a best practice story about a company that is using Twitter effectively. With about 50,000 employees and 270 stores worldwide, Whole Foods has quite an impressive following. To make content relevant for its Twitter followers, Whole Foods created lots of unique handles – more than 150. There’s an account dedicated to wine and cheese lovers and regional accounts so that customers can follow their local store. Whole Foods has a pretty loose grip on twitter from a corporate standpoint. Account owners all have individual voices making these accounts more authentic and personal – how social media is supposed to be!
3. Lego Listens and Profits Soar
Social media involves listening. Lego understood this critical component of social media and as a result, the company is watching profits grow. The company used social media to listen and monitor blogs and soon found out that there was a tremendous opportunity to sell to an adult market. Lego discovered that the product had many adult fans and with this knowledge the company developed themed sets such as “Star Wars” and “Indiana Jones.” With an improved understanding of its fans, Lego developed the right products and is currently experiencing fast growth.
4. Mountain Dew Leverages Crowdsourcing to Launch a New Product
Companies are quickly learning that a successful social media campaign involves tapping into the power of the crowd for thoughts and ideas. Mountain Dew did just that when the company created a “Dewmocracy” with the goal of launching a new product for its customers. The seven stage multimedia campaign included many social media channels such as having fans create and submit video clips. Fans recorded themselves sampling different flavors (after receiving a home-tasting kit from Mountain Dew) and would upload these clips to YouTube and Facebook. Other stages included creating Dew Labs communities with fans on Facebook and Twitter. The result was strong word of mouth related to the product before it hit shelves. And, oh yeah, Mountain Dew’s Facebook page increased by 800,000 fans in less than a year.