Another year done, and what a great year it has been for social media campaigns. Here’s a round-up of the ones that really made a stir on social media this year.
TOP SOCIAL MEDIA CAMPAIGNS OF 2019
HINGE
Dating app Hinge created a brilliant social media campaign (along with an adorable, accident-prone mascot, Hingie), focusing on the slogan ‘dying to be deleted’. You might think a company whose primary platform is app-based would be begging for consumers NOT to delete it, but Hinge cleverly tapped into the fact that once you’ve found your match, the need for a dating app becomes obsolete. Hinge is dying for its customers to find love.
As a result of this campaign, Hinge saw a 47% increase in monthly downloads! The campaign also allowed the brand to launch new ‘Hingie’ merchandise to commemorate the day new couples deleted the app.
GREGGS
Next on our social media campaigns of 2019 hit list is Greggs. It has been almost a year since the highstreet baker announced the launch of its very first vegan-friendly product to tie in with ‘Veganuary’. This was possibly the first time a meat-free sausage roll was trending!
Everyone from Piers Morgan to Game of Thrones star Bella Ramsey had to have their say, whether good or bad, the pastry was hot on many people’s lips.
Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns. https://t.co/QEiqG9qx2G
— Piers Morgan (@piersmorgan) January 2, 2019
No worries! I’m just glad you’re making vegan things 🙂
— Bella Ramsey (@BellaRamsey) January 2, 2019
Brand Watch reported on the 3rd January (just one day after Gregg’s announced the product) that there had been 20 articles written just about Piers Morgan’s tweet and Greggs’ subsequent response!
In the first seven weeks of 2019, Greggs’ reported a 9.6% rise in like-for-like sales, the brand also saw its share price almost double in 2019. But can they top this? This year, Greggs announced the launch of the vegan steak bake. Watch this space to see if the success equals, or even surpasses, that of the vegan sausage roll.
SPOTIFY
Spotify has developed a knack at creating brilliant social media campaigns. At the end of 2019 it released 2019 Wrapped which created personalised playlists with each user’s most listened to songs. The playlist came accompanied by sharable social media content including images and short animations that showcased each user’s total minutes spent listening, top songs, top artists, top genres and more from the year and the decade.
Users were encouraged to share their 2019 Wrapped across social media, with Twitter reporting 1.2 million posts during the first week of the playlists being live. This social media campaign even got Apple Music users tweeting about the FOMO (fear of missing out) they experienced at the lack of an Apple Music equivalent. Perhaps this is something we can expect in 2020…
NIKE
Back in February, Nike launched its Dream Crazier campaign across social media, a follow up to its 2018 ‘Dream Crazy’ campaign which celebrated 30 years of ‘Just Do It’. The short film, narrated by Serena Williams, focuses on women in sport and the barriers they have broken to achieve success.
Women who are strong athletes and who excel in sporting fields are often labelled as ‘crazy’; in the video, Serena discusses the many achievements women in sport have made over the years (including coaching a men’s NBA team and winning 23 grand slams) that, once deemed crazy, are now celebrated, stating ‘it’s only crazy until you do it!’
The campaign was really well received with many taking to Twitter to applaud the brand for empowering women in their ‘crazy’ dreams. Only a couple of days after its release, the Dream Crazier video had received almost six million YouTube views as well as 28.4 million views on Twitter. Thanks to a primetime launch during the Oscars, viewership saw an increase of 12% on the inaugural 2018 campaign.
With that said, 2019 has been a great year for social media campaigns (who knew a sausage roll could break the internet!) and it can only get better in 2020.
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