Research has showed that the most effective way to use social media to advertise is to combine it with other medias, use a range of media in combination to drive brands ideas across channels. Share A Coke is an famous example of this and how affective it can be, but what other brand use this style of advertising, and how is it successful?
The essay is concludes that this is the most effective way to advertise, therefore the practical outcome must follow these ideas. What can be learn for campaigns that do this?
https://marketingland.com/8-companies-social-media-right-marketers-can-learn-198228
#TouchesOfLove Pampers
what - TV advert prompting users to share stories via social media hashtag
idea - Pampers are creating their smaller nappies, these then get given to early babies, people then share their stories of these
TV AD
 |
| INCLUDES HASHTAG |
SOCIAL AD
 |
| VIDEO CONTENT SHARED |
CONSUMER REPONCES
Works because it plays on reflective practise need to share, the audience shared the campaign over social media.
FRAME WORK - designed the advert to promote the item, created the prompt, inspired action, audience produced content
ThankYouMidWife, Pampers
what - TV advert prompting users to share stories thanking midwives for helping them via social media hashtag, also create a card campaign where people buy cards for midwives to say thank you
idea - Pampers are creating their ad thanking midwives, for every thank you shared on social media, Pampers will donate £1 to the Royal College of Midwives Benevolent fund, this provokes the audience to share their stories of these
TV AD
PROMPT
SOCIAL POST
SOCIAL RESPONCE
-links to Instagram Influences Idea/reflective practise. people more attention due to fame
-links to human need to tell stories idea
CARDS
-follows came concept
-follows pampers colour scheme
-include pampers logo/style/related back to brand
Works because it gives people on incentive to post, they feel like their helping and being involved. Fits target market, plays on emotions, caring. Also keep the brand pushed across the whole campaign due to fonts, colours logo ect.
FRAME WORK - designed the advert to promote the posts (created the prompt, the donation), inspired action, audience produced content, shared by Instagram influences, cards made to thank the wifes, these then photoed and shared also sharing brand style
https://www.campaignlive.co.uk/article/pampers-thank-midwife-saatchi-saatchi-london/1452948
FRAME WORK TO FOLLOW -
find a brand
create an idea
identify the audience
create way to start the conversation
design adverts/prompt
inspire action
audience create the content
use the content to develop idea
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