Dove, Aldi, Weetabix: the brand campaigns that won on social in 2021

As 2021 attracts to a detailed, The Drum’s reporter and former social media govt Amy Houston seems at the social media posts that grabbed consideration this yr and assesses the methods behind them. A powerful social media advertising marketing campaign has arguably by no means been extra essential than in the final couple of years and a few organizations are nailing their on-line presence. From sparking debates to user-generated content material that has entertained the plenty, let’s recap a few of the finest on-line moments of the yr.

Dove ‘Reverse Selfie’

Unilever-owned Dove had the total web speaking in April with its hard-hitting marketing campaign about the harm to vanity that magnificence filters could cause younger ladies and ladies.According to the brand, 80% of women may have a distorted view of the manner they give the impression of being on-line by aged 13 main Dove to sort out the concern of actual magnificence requirements in the digital period.‘Stop scrolling’ was the direct name to motion on the brand’s Instagram submit which feels becoming as the photo-sharing platform is controversial the greatest hotbed for projecting unrealistic magnificence and way of life requirements.Noting the feedback on this video you possibly can see how a lot the dialog meant to folks and the way relatable it was. It’s an ideal instance of a properly thought out marketing campaign taking on an enormous modern-day subject.Aldi ‘#FreeCuthbert’

Who can overlook the #FreeCuthbert motion of 2021? UK grocery store chain Aldi schooled everybody with a lesson in reactive advertising because it ridiculed rival retailer M&S after it alleged that Cuthbert bore an excessive amount of of a resemblance to its Colin the Caterpillar cake. The quick-off-the-mark tweets like ‘Cuthbert has been discovered responsible…of being scrumptious’ had the nation, and mainstream media, engaged. Reactive social media advertising techniques can most undoubtedly pack a punch when completed properly and may also help to construct a powerful brand presence on-line.McCann Manchester, the group behind the now-infamous tweets, shortly established the temper of the British folks and performed into the absurdity of the scenario – which ensured a win in the court docket of public opinion. Weetabix ‘n’ Beanz

It was one among the most obscure social media posts of the yr however one that made waves on and offline. Breakfast meals Weetabix challenged London-based company Frank to showcase the brand’s versatility with a small finances of simply £5k. Building on the ‘Weetabix ‘n’ tingz’ pattern that was gaining some traction on-line, Frank determined to throw the rulebook out the window and canopy some Weetabix in Heinz Baked Beans. The reactions that ensued have been nothing in need of hilarious. Jumping onto social media bandwagons does not at all times repay, however the gamble labored a deal with for Weetabix which gained 20,000 new social followers, and 6 million natural engagements which was an ideal instance of a low-budget, extremely efficient venture.Specsavers Euro 2020Brilliant @Specsavers#ItsComingHome— Andrew Bloch (@AndrewBloch) June 30, 2021 Specsavers celebrated England’s progress in the Euros this Summer with a marketing campaign centered round the catchphrase ‘It’s coming residence’. The billboard, mimicked the type of eyecharts discovered in branches of the opticians, and was created by Tangerine Communications.This marketing campaign is a superb instance of harnessing a second in time however placing a brand’s recognizable stamp on it. It works as a result of Specsavers is aware of its viewers properly and had conviction in the method.Being assured and constant is vital to not shedding momentum on social media. Thinking outdoors of the field and never shying away from completely different approaches to is one thing that Specsavers actually highlighted with its reactive techniques this yr. Reddit Super Bowl

Across the pond, Reddit ’hacked the system’ throughout the Super Bowl with a quick five-second business. It was a second that fully dominated the dialog and actually put the true worth of passionate social media communities to the forefront. It was an underdog second that stopped folks in their tracks and hauled in a 98% optimistic social sentiment fee, drove over 90,000 consumer mentions, turned the primary searched advert of Super Bowl Sunday on Google and garnered protection from 140+ distinctive media retailers, all resulting in a staggering 6.5bn+ earned impressions. Taking inspiration out of your social media neighborhood is a no brainer, they’re the ones participating along with your product and know the tradition higher than most, which is precisely why Reddit’s marketing campaign paid off.What was your favourite social media second of 2021? Join in the dialog utilizing #TheDrumSocial and remember to take a look at all the winners of The Drum Awards for Social Media 2021.

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