Social media remains a powerful and important form of digital marketing. It is not just about scrolling to read posts. Engaged customers use platforms such as Instagram, Twitter, Facebook and many others to inform their purchasing decisions, qualifying the brand’s reputation and form close connections with those regarded as a community. Younger generations, including 49% of millennials and 85% of Gen-Z buyers, vet products using social media.
According to research by PwC, social networks are the primary way consumers determine how and why the purchase should be made. Social media, in fact, outranked retailer websites and price comparison sites, when it came to media channels consumers placed their trust in. Social platforms are scripting Pathwwway success stories for a multitude of brands. Let’s see which are the top ones.
- Spotify: Social Media Driven 2018 Goals
Spotify used the in-house team of creatives to craft distinct, innovative cross-channel campaigns to kick off in 2018. Given the name ‘2018 Goals’, this campaign had Spotify mining its user base to develop thematic ad experiences for brand-building on billboards in over 18 global markets. Spotify’s digital, data-driven approach combined the best of both worlds – social media and physical ads.
Ads were featured on building facades, in subways and across buzzing streets for optimal visibility. The added benefit of artists and fans taking selfies with the billboards and posting it to social profiles added to the marketing juggernaut. The streaming brand also created a cyclical effect – digital data was used for physical ads only to drive social media engagement. Spotify’s appeal worked on several media channels and brought hyperlocal moments to massive audiences online. This one’s a natural addition to the Pathwwway success stories.
- Wayfair: Cashing in on Instagram
In the year 2016, Instagram started experimenting with integrated retail shopping features on the platform. After this early success, the Shopping update was officially launched, and home décor firm Wayfair was quick to adopt this form of social media commerce. Campaigns were launched for promoting products across social. Rather than simply placing ads on Instagram, Wayfair revolutionised its subsequent campaigns, transforming the checkout process by cashing in on Shopping update features.
Wayfair worked to automatically tag products featured in Instagram feeds and affix price tags, offering a way to purchase items on social media. Users scrolling through Wayfair’s feed find staged, at-home settings including furniture for sale. All users do is click on the product pop-up box, tap the ‘Shop Now’ tab and be directed to the brand’s checkout page.
In just a few clicks, social media users organically navigate across sites and complete transactions in a frictionless, seamless way. Brands like Wayfair understand the power of social media and the need for brands to experiment with new retail capabilities and technologies.
- National Geographic: Redefining the Boundaries of Social Media Engagement
The online community National Geographic has built thrives on creativity, social media and professionalism. Using social media, the well-known magazine and channel threads together priceless moments through photography. Followers learn about the unique culture of this nature periodical. Through its ‘Take Your Shot’ campaign, National Geographic generated millions of likes and comments. This shows the depth and reach of imagery in social media networks.
- Refinery29: Experiential Social Media Marketing
Combining social media, a brand that knows its target audience and curated, fun-filled art installations will give you an insight into Refinery29’s 29Rooms campaign. Tapping user-generated content, this brand has used experiential marketing. The installation of a travelling pop-up encourages attendees to take selfies and post these on social media.
29Rooms has even been called a creative playground, as visitors can interact and experience artwork directly. This is more so than a conventional gallery. Through this unique idea, Refinery29 is able to infuse social feeds with unique, distinctive user-generated content, which stands out while building awareness for crucial concerns. It turns followers into influencers and advocates, highlighting the power of such Pathwwway success stories.
- Ice Bucket Challenge
No Facebook or social media marketing campaign can possibly measure up to the Ice Bucket challenge, put together by the ALS Association. The challenge created awareness for ALS disease by social competitions where people posted videos of themselves dumping an ice water bucket over their heads and challenging others to do the same. The results were simply stupendous. Over 17 million videos from over 159 countries were generated and over seventy million viewers were generated. Celebs like Bill Gates, Will Smith and Oprah Winfrey took part. The challenge saw $220 million raised and over 440 million participated in the campaign.
- Name Lab: Breaking Bad
The marketing team associated with the hit television show, ‘Breaking Bad’ decided to increase audience engagement, boost shares and engineer immersive experiences to boost the brand. Breaking Bad created a Facebook app that came up with personalised graphics, where fan names were etched out using chemical element icons, like the logo of the show. This is one inspiring Pathwwway success story for social media marketing experts. The app itself earned over 4.1 million worth of impressions and created 800K names.
- Pepsi: The Like Machine
Big brands like Pepsi are bringing social media into real life by opting for campaigns like the “Like Machine” campaign. In this campaign, Pepsi created a vending machine dispensing free cans of Pepsi in return for like on the fan page. The phone would be synced with the machine or Facebook on the touchscreen of the machine if one did not have a smartphone.
- Lays: Do Us a Flavour
When Lays chips, a well-known brand decided to unleash this tasty social media marketing campaign, it became an instant success. Lays successfully used Facebook to crowdsource new flavours for their potato chips by permitting fans on social media to come up and vote on new suggestions. Not only did the winner pick the name and ingredients of Lays flavour, they also walked away with $1 million in cash.
Thus, Pathwwway’s success stories for social media marketers are focused on generating the maximum impact on viewers. Social media, by virtue of its very nature, is simply amazing when it comes to instantly connecting with consumers. There are several virtues of social media such interaction, two-way dialogue and in-depth connection that makes it a very valuable tool for brands and businesses alike.