Do you ever read social media marketing case studies of brands for motivation?
Different brands had different budgets, different goals and very different ways of achieving them.
This case study highlights 4 brand case studies of businesses that have stood out by applying innovative social media marketing strategies.
All of these were creative, ambitious and had the real impact.
#1 Airbnb
Airbnb is an online marketplace and hospitality service, assisting people to lease or rent short-term lodging including vacation rentals, apartment rentals, homestays, hostel beds, or hotel rooms.
Airbnb has successfully used social media to grow their audience.
It embraces visual marketing to attract fans. On Instagram, the brand posts user-generated photos that it curates from its hosts and guests.
The company uses Twitter and its Facebook page, which has over a million followers, to promote blog posts and particularly surprising listings.
Its YouTube channel is home to global content like, “Don’t Go There. #LiveThere,” and “Wall and Chain” come as part and parcel with behind-the-scenes videos that also live on YouTube.
#2 Oreo
Oreo is the world’s favorite cookie consisting of two chocolate wafers with a sweet crème filling in between, and are marketed as “Chocolate Sandwich Cookies” on the package.
Oreo is a brand that is known for their creative social media marketing. They are constant with their branding and manage to catch onto real-time events.
On Twitter, it caters to diverse geographies speaking native languages and creating sharable content for their diverse audience. Twitter is distinguished only by its concise, interactive and very conversational tone from Facebook.
No need to wait for summer for a blockbuster. Watch Neymar’s dunk, then try your own. #OreoDunkSweepstakes #USOnly https://t.co/SwfnnX4APT pic.twitter.com/b9nVp61RG7
— Oreo Cookie (@Oreo) April 27, 2017
Oreo has a blast on Instagram. It knows exactly what makes its channel attractive for a user to follow. Interesting images full of delicious looking food with creative flair and sense of humor by the bucket-load.
It’s also a great way for Oreo to acknowledge the brand’s loyal followers by showcasing their pictures and creativity.
YouTube
On YouTube, Oreo has considered their content for varied campaigns and introduction of their new products.
The brand precisely arranged their videos; they even created a playlist dedicated to various countries like Oreo Japan, Oreo Vietnam, Oreo Italia, and Oreo Turkey so on.
Facebook having 42,898,404 followers the brand with a solid blue color and hints of white has managed to build a brand recall. The page has set up beautifully for their community to share content about their single product with multiple activities and campaigns bounded by it.
#3 American Express
The American Express Company (Amex) is an American multinational financial services corporation. The company is best known for its credit card, charge card, and traveler’s cheque businesses.
Facebook was used extensively to drive awareness, initiate a buzz and highlight the American Express Partnership. The card holders were linked to the association with special updates on the American Express India Facebook page.
American Express uses its Twitter to distribute its content and also uses it to engage with followers and answer questions.
They understand the power of online video to engage the user and understand that an entertaining video is more likely to be shared than just a piece of text.
American Express knows the value of having social networks where their target audiences are hanging out.
LinkedIn with its 551 million high earning and sizable net worth professionals are a social media network channel that is worth creating and contributing on for AMEX.
YouTube
American Express’s branded YouTube channel reveals more about the merging of social into their marketing strategy.
Firstly they have created videos that are made for social networks and traditional media like television. The YouTube channel is about entertainment and lifestyle not just about a corporate message.
Google+
American Express has integrated Google+ into their products, many social dashboard services on the market do not enable users to post to Google+.
It makes it easy for businesses to segment their audiences and share content directly with those certain groups of followers.
#4 Mercedes-Benz
Mercedes-Benz is one of the most recognized and prestigious cars on the planet associated with highly reputable German precision and premium craftsmanship.
Mercedes-Benz seems to win every time with their social media campaigns. It has been actively engaging with the customers and potential customers as part of its social media marketing.
[pullquote align=”normal”]“The more people who want the car, the more exclusive it becomes. And social helps draw more young consumers to Mercedes-Benz,”- Mark Aikman, general manager of marketing for Mercedes-Benz USA. [/pullquote]
On the @MercedesBenz, all tweets are made up of images and videos. When they share photographs, they often share the whole album instead of just a single shot.
June 30th-July2nd: #MercedesBenz 300 SL Roadster (W 198) & the experimental vehicle C 111 at Schloss Bensberg Supersports Classics (SBSC). pic.twitter.com/r7sfO86aHb
— Mercedes-Benz (@MercedesBenz) June 22, 2017
The content they post on Twitter isn’t exclusive to this platform. They cross-promote publications between Facebook, YouTube, and the corporate website as well as between other Mercedes-Benz regional Twitter accounts.
Morning star!
Jeremy Cliff #MBPhotoPass @MBUSA pic.twitter.com/4tYV509skb— Mercedes-Benz (@MercedesBenz) June 23, 2017
Mercedes Benz has around 20 million fans on the Facebook page and the company has successfully set up a benchmark in the automotive sector in terms of engaging with fans and customers.
It has 2 million likes, shares and comments monthly at the international Facebook page highlights the aggressive fan engagement who discusses the brand and its products.
YouTube
Mercedes Benz has 388,955 subscribers on its YouTube channel. Its marketing strategy focuses more on presenting a more energetic, fun loving and approachable side of Mercedes Benz.
Mercedes uses Instagram along with Facebook and Twitter successfully in a powerful way and has the most active fans among all car brands.
Their presence on Instagram looks like the result of a very well planned and precisely executed strategy. They put great effort in producing dedicated and unique for this platform content.
Key Takeaways
These brands know how to get the most out of social media. These brands are using social media in different ways, yet each one is seeing noticeable growth through smart social media marketing.
Their social media success is rooted in social listening. They make an effort to listen to their customers to know their “likes” and “dislike” first before they craft a marketing message that perfectly fits that specific target group.
Here are a few lessons we can learn from:
- Showcase your customers it will increases engagement.
- Enable social sharing on all of your content.
- Social media is highly visual take advantage of photos and videos.
- YouTube is heart of marketing. You can check out the recent changes and consider making this a social target for your business.
- Optimize your content for mobile readers.
- Give people a reason to engage, offer coupons, causes and videos work well.
- Think about starting a LinkedIn group for your industry or niche.
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