{"id":300,"date":"2011-03-21T10:51:52","date_gmt":"2011-03-21T17:51:52","guid":{"rendered":"http:\/\/aveconsulting.com\/blog\/?p=300"},"modified":"2011-03-21T10:54:15","modified_gmt":"2011-03-21T17:54:15","slug":"social-media-campaigns-what-makes-a-home-run","status":"publish","type":"post","link":"http:\/\/aveconsulting.com\/blog\/2011\/03\/21\/social-media-campaigns-what-makes-a-home-run\/","title":{"rendered":"Social Media Campaigns: What Makes a Home Run?"},"content":{"rendered":"<p><a href=\"http:\/\/aveconsulting.com\/blog\/wp-content\/uploads\/2011\/03\/dreamstime_16446264-Home-Run.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-medium wp-image-302\" title=\"dreamstime_16446264 (Home Run)\" src=\"http:\/\/aveconsulting.com\/blog\/wp-content\/uploads\/2011\/03\/dreamstime_16446264-Home-Run-300x199.jpg\" alt=\"\" width=\"300\" height=\"199\" srcset=\"http:\/\/aveconsulting.com\/blog\/wp-content\/uploads\/2011\/03\/dreamstime_16446264-Home-Run-300x199.jpg 300w, http:\/\/aveconsulting.com\/blog\/wp-content\/uploads\/2011\/03\/dreamstime_16446264-Home-Run.jpg 480w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>While preparing course materials for the new <a href=\"http:\/\/aveconsulting.com\/blog\/2011\/03\/14\/ave-consulting-plays-integral-role-in-innovative-social-media-marketing-program-at-san-francisco-state\/?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+AveConsulting+%28AVE+Consulting+Blog%3A+All+Things+C\">social media campaign class<\/a> that I\u2019m teaching at SFSU College of Extended Learning, I had the pleasure of revisiting several great campaigns from the past year or so: <a href=\"http:\/\/www.youtube.com\/watch?v=owGykVbfgUE\" target=\"_blank\">Old Spice Guy<\/a> and <a href=\"http:\/\/www.youtube.com\/watch?v=nFDqvKtPgZo\" target=\"_blank\">Old Spice Guy Responses<\/a>, <a href=\"http:\/\/liveoffgroupon.com\/\" target=\"_blank\">Live Off Groupon<\/a>, <a href=\"http:\/\/www.dewmocracy.com\/#\/home\" target=\"_blank\">DEWmocracy<\/a>, and <a href=\"http:\/\/www.itsyoursexlife.com\/gyt\" target=\"_blank\">MTV\/Foursquare\u2019s GYT<\/a> to name a few.<\/p>\n<p><!--more-->What do these campaigns have in common? They\u2019re:<\/p>\n<ul>\n<li>Unique<\/li>\n<li>Human<\/li>\n<li>Interactive<\/li>\n<li>True to brand<\/li>\n<li>Multichannel (social and traditional)<\/li>\n<\/ul>\n<h2>Imitation May Be the Sincerest Form of Flattery\u2014But Going Viral Isn\u2019t Likely<\/h2>\n<p>It\u2019s good to study and learn from great campaigns, but use them for inspiration vs. a blueprint for designing your own. Remember, these campaigns succeeded because they were unique and the organization stayed true to their brand.<\/p>\n<p>Think about your audience, your brand, your goals\u2014and let your creativity flow. Old Spice is a great example. Personally, dare I say, I thought the first video silly when I saw it at the movies (good decision on Old Spice\u2019s part to show it there, too). BUT, I no longer thought of Old Spice as just for my grandpa. And because it was different and entertaining, it got people talking about Old Spice.<\/p>\n<p>Can we learn from Old Spice? Definitely. Are there best practices to take away from this and employ in your own campaigns? Sure. <a href=\"http:\/\/mashable.com\/2011\/03\/16\/old-spice-imitators\/\">Mashable<\/a> does a nice job of outlining the lessons learned and best practices employed by Old Spice imitators:<\/p>\n<ul>\n<li>Interact with consumers<\/li>\n<li>Leverage influencers<\/li>\n<li>Revitalize brand image<\/li>\n<li>Make your brand shareable<\/li>\n<\/ul>\n<h2>Five Sure Ways to Strikeout with Your Social Media Campaign<\/h2>\n<p>Audi\u2019s 2011 Super Bowl campaign had all the makings of a home run. It was unique, interactive, true to brand (but looking to change things up), multichannel, and human. But\u2014and that\u2019s a big BUT\u2014they mucked up the follow-through.<\/p>\n<p>We should be thankful for campaigns that do this occasionally, because the lessons learned are often more beneficial than the ones garnered from home runs.<\/p>\n<p>So what did Audi\u2019s campaign teach us?<\/p>\n<ul>\n<li>It ain\u2019t over \u2018til it\u2019s over\u2014don\u2019t forget the follow-through<\/li>\n<li>Be transparent\u2014<em>always<\/em><\/li>\n<li>Respond<\/li>\n<li>Be fluid not rigid in your implementation<\/li>\n<li>Own up to your mistakes<\/li>\n<\/ul>\n<p>Ryan Kawailani Ozawa on Hawaii Blog analyzes Audi\u2019s campaign in detail in \u201c<a href=\"http:\/\/www.hawaiiweblog.com\/2011\/03\/03\/audi-social-media\" target=\"_blank\">Audi\u2019s Social Media Fail<\/a>.\u201d<\/p>\n<p><strong><em>What do you think? Did Audi tank? Did Old Spice kick butt? What defines success? As Jeremy Scott writes, \u201c<a href=\"http:\/\/www.reelseo.com\/24551\/\" target=\"_blank\">viral success does not equal money<\/a>.\u201d <\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>While preparing course materials for the new social media campaign class that I\u2019m teaching at SFSU College of Extended Learning, I had the pleasure of revisiting several great campaigns from the past year or so: Old Spice Guy and Old &hellip; <a href=\"http:\/\/aveconsulting.com\/blog\/2011\/03\/21\/social-media-campaigns-what-makes-a-home-run\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[11,19,38,36,37,35,32,15,30,39],"_links":{"self":[{"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/300"}],"collection":[{"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/comments?post=300"}],"version-history":[{"count":8,"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/300\/revisions"}],"predecessor-version":[{"id":308,"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/300\/revisions\/308"}],"wp:attachment":[{"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/media?parent=300"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/categories?post=300"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/aveconsulting.com\/blog\/wp-json\/wp\/v2\/tags?post=300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}