![]() ![]() People were happy to engage with the brand and highlight their own photos. ![]() Use-generated content is another advantage of this campaign. A good-hearted holiday-themed contest looks much more attractive. Marketing takeawayĬustomers got used to the fact that the closer the holiday, the more brands try to advertise their products and make them buy anything. Customer-generated content is the key to a successful social media campaign, and when it’s coupled with the overall holiday excitement, it works even better. How did the contest become so successful? Firstly, people love taking photos of food and drinks as it is, and another excuse to do that won’t go unnoticed. In 2015 a photo was shared every 14 seconds on Instagram in the first two days, gathering a total of 40,000 entries over the course of the contest. The users had to share and tag photos of their red cups for a chance to win one of five prizes, and of course to include the #redcupcontest hashtag. In 20 they’ve introduced a holiday #redcupcontest on Instagram. These were promoted with Facebook Ads and Promoted Tweets, meaning they appeared when people searched for weather-related hashtags such as #Nemo or #blizzard.īy signing up I agree to the Terms of Use and Privacy Policy Nothing extraordinary - just the images of people in the cold weather holding warm cups of coffee. The company exploded with Facebook and Twitter posts surrounding conversations around the snowstorm, nicknamed Nemo. It took a blizzard to hit America for Starbucks to come up with a social media campaign that celebrates warm coffee in winter. The first campaign that we’ll talk about (that actually happened in 2013) is for everyone who’s bracing themselves for you know what. These are the basics of campaign analysis with Awario - if you want to learn more, check out our campaign monitoring guide. Where and how did people come across your campaign? What aspects of the campaign were the most effective? Which social media posts, taglines, videos, etc. Topic Cloud, mentions in the Mention feed Who were the people that were reached by your campaign? What feeling did people have towards your campaign and how did it change your brand perception?Īge, Gender, Location, Languages, Sources How many people saw your campaign and related social media posts? But to run effective analysis, you need to determine what exactly do you want to get out of this analysis. Social listening is essential for any social media campaign since it gives us tons of insights. Social listening is a great affordable tool to track your or some else's social media marketing campaigns. How to analyze a marketing campaignĬampaign analysis should be the basis of any effective social media campaign: how else are you going to get the necessary data and insights to plan your next creative social media campaigns? The best brands understand the importance of audience and trend analysis but campaign tracking is as important. Luckily, there are many ways for marketers to get experience-informed insights without spending much money, and social listening is one of them.īefore we dive into Starbucks' wins and losses, let's take a look at an easy way to run a campaign analysis for your brand or your competitors. Most of us don’t - we’ve got to learn from someone else’s successes and failures. But because they’ve done so many, we can choose the best ones and the worst ones and drive some conclusions about what works and what doesn’t.Īfter all, it’s Starbucks - they’ve got the budget to play big. Sometimes the experiments go well, and surely sometimes they don’t. The short answer is that it’s because they’re experimenting with social media marketing campaigns all the time. How did this happen? How come we not only see their coffee shops on every street, but also on every second Facebook account? It looks like the whole fashion of Instagramming coffee is Starbucks' fault even, though there’s no proof for it. It seems like the minute social media became “the new thing”, Starbucks was all over it with its bright cups, and pretty coffee foam, and hipster Instagram filters. ![]() As Medium put it, some businesses are made for social media. ![]()
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