While keeping to a regular social media schedule is great, businesses also need to engage in targeted social media campaigns every so often.
Social media campaigns aren’t the same as an overall social media marketing strategy. They usually have a defined start and end period. They have specific goals, with results that are meant to be tracked, measured and re-evaluated for improvements. Often, they cover a particular topic or aspect of your business, such as the promotion of a new product or sale.
In this article we’ll show you some examples of successful social media campaigns and what you can learn from them when planning your own.
Ever heard the term “fintech”? What about “robo-advisors”? Know what they mean? You don’t need to.
Wealthsimple is a Toronto-based fintech and robo-advisor, but they don’t go around calling themselves that to impress you. Instead, they use a down-to-earth approach when pitching their money products. They know their average-age demographic, 29-year-old millennials, will appreciate that.
They also know that they can reach that demographic on social media, with a simple communication style that communicates trustworthiness.
Wealthsimple is becoming renowned for its unusual style of ad campaigns for a financial firm. But the one we’ll focus on here is the #InvestingForHumans campaign.
Facebook, Instagram, YouTube, Twitter
What Wealthsimple did
The company interviewed hundreds of ‘real’ people about money problems. And they didn’t do it cheaply, either. They hired the best, non-agency talent they could find.
They used an award-winning filmmaker to get people to give their most honest, on-the-spot money stories. They used a backdrop of branded, plain-color walls that, together, make a social media feed look like it was purposefully designed. Then, they disseminated those interviews across the web, and on TV. Here’s a collection of interview snippets:
These were not celebrity endorsements of Wealthsimple products. They were ordinary people talking about money. That’s it. Some of the interviewees were caught off guard, and that was perfect.
The filmmaker captured emotions people had about their money, not technical explanations about investing. But you still get the message Wealthsimple is trying to send, without actually saying it:
‘Don’t be foolish about your money. Start investing now. There’s no time to waste. Let’s not have this money problem again.’
And also, Wealthsimple can help you with that. (Thanks for that logo at the end of each video, Wealthsimple).
- 1,851,028 YouTube views in five months (on only one video).
- Thousands of additional views on Instagram (this interview alone got 4,863 views in five months, but there were more).
- Use language your target market can understand.
- You don’t have to sell a product. You can sell an idea tied to your product.
- Be creative by trying a social media campaign that defies the norms of your industry.
- Use online video, and do it well. Find the talent that can represent your ideology best, not the biggest ad agency you can afford.
- YouTube is not the only place you can post viral videos. Try Twitter, Instagram, and Facebook too.
- Pay for ads to spread the video you just invested in.