Our Favourite Social Media Campaigns of 2019
It’s that time of the year when marketers look back at social media campaigns that hit the headlines. Whether outrageously funny, thought-provoking or just plain weird, we can say that 2019 didn’t disappoint. A great social media campaign integrates different marketing channels like video, Twitter, Instagram and blogging or PR. It grabs attention, engagement and fan reactions. And ultimately it increases sales, consumer loyalty, and brand awareness.
So, grab a coffee and join the Moondust team as we look at our favourite social media campaigns of 2019.
#1 Glowing, Glowing, Gone: Adobe and Pantone
The Pantone Color Institute announced that the colour of 2019 is “Living Coral.” This launched the start of an interactive campaign dedicated to raising awareness on the destruction of coral reefs due to climate change. This social media campaign paired Pantone and Adobe and used #GlowingGone as the campaign hashtag. But it went further than that. The campaign involved creating a whole website, social media channels and a challenge for designers and individuals to get involved.
Creatives were challenged to use the designated colours in codes #0029fd (blue), #FFFF05 (yellow), and #9007f9 (purple) to raise awareness of the threats to coral reefs.
Creations had to be shared before September 2019 on Instagram and Twitter with the hashtag #GlowingGone and tagging @GlowingGone in the description and image. Entries were also displayed in the Glowing.org gallery.
Why We Loved It
2019 was a year of socially conscious advertising and we love it. In a recent survey by RetailMeNot, 2/3 of internet users ages 18 and older said more brands should take a public stand on important social values. This was a highly integrated campaign with an active CTA and a relevant, meaningful message. We loved the interaction with participants and how those involved were showcased in the Who’s Glowing section. Educational facts were interspersed to add value and meaning to the campaign. Additionally, there was no monetary gain attached, making it refreshingly awesome.
#2 Dove – Show Us
Joining up with Getty Images and GirlGaze, Dove created “Project #ShowUs.” The campaign centers around shattering beauty stereotypes by launching a photo library of 5000 images, created by women and non-binary individuals.
The campaign was led by women from 39 countries. There were no filters, no airbrushing, no photoshop and no fakes. The campaign is in line with public rebellion against fake images, anorexic looking models, airbrushed celebrities and overpaid beauty influencers. Women shared their images through the #ShowUs hashtag in order to become part of the collection. It’s important to note that this is a real photo collection, searchable on Getty.
Dove is known for its well-coordinated campaigns and #ShowUs was no exception. With a well thought out partnership, strong and memorable hashtag and several matching videos, this was a winning campaign.
Why We Loved It
We loved that this was UGC (user generated content) and that the women themselves led this campaign. This wasn’t a big brand telling women what’s beautiful but instead a brand opening the floor for users to decide. The result is a beautiful, searchable collection of photos that marketers like us can use in our campaigns. By allowing marketers and ad agencies to use the photos, the message is circulated and real women can become mainstream ideals.
#3 Gillette – #TheBestMenCanBe
2019 showed us that big brands are not afraid to take risks (loving that) and in at our #3 spot is Gillette. Gillette, a well-known razor brand, has used the slogan “The best a man can get” for over 30 years. It’s in the songs, on the ads and it’s probably one of the best-known taglines out there.
In 2019, year of the #MeToo movement, Gillette joined the dialogue and launched #TheBestMenCanBe. The campaign is a positive reinforcement of men who are leaders, supporters and mentors. Additionally, Gillette committed to supporting non-profits to the value of $3 million, helping men of all ages achieve their best.
Gillette received 1.5 million social media mentions in just one week after releasing the video compared to 10K in the previous week. Can we just take a moment for a WOW! In fact, the brand got 1.1 million mentions and the hashtag #TheBestMenCanBe was used 187K+ times in just 24 hours.
PRWeek ran a Twitter poll on the much talked about campaign. The results showed that 82% of people believed Gillette’s ad was a success and brands should take a stand.
Why We Loved It
#MeToo was probably the most powerful social media hashtag of 2019 and it’s far from over. Gillette, in tune with its audience, saw the potential to challenge male roles and reinforce positive male role models. The campaign was controversial but that’s one reason why it worked.
Debates on social media and television kept the conversation going and the brand in the headlines. We also love it because it brought Gillette into the modern consumer space affirming its brand values and taking a bold stand. (Also worth noting that women purchase and use razors too!)
#4 HSBC ‘We Are Not an Island’
We can’t do a rundown of 2019 social media campaigns without mentioning Brexit. Although we are a Belgium based agency, like everyone worldwide, we have watched the Brexit show unfold and play throughout the year. And brands like HSBC have jumped in too.
HSBC launched its ‘We are not an Island’ campaign in January 2019 as part of its ‘Together We Thrive’ campaign. The brand’s Head of Social Media, Sarah Mayall said: ‘We are not an Island’ focuses on how different cultures are closely intertwined in the UK and that UK (and the HSBC) is a part of something way bigger.
The ad draws on everything beloved about Britain that is also international. Swedish flatpack furniture, Argentinian football strikers and of course, Tikka Masala curry! With some labelling the ad as anti-Brexit, Roger Hart, chief exec of U.K. ad agency Aesop, told CNBC:
“A good ad and a brave move as they know it will kick up some controversy.”
The video is short, sharp and feel good and #WeAreNotAnIsland trended fiercely on social media. HSBC also combined it with a series of billboard ads around London, print copy and PR.
Why We Loved It
What made HSBC’s social media and integrated campaign successful was controversy. Brexit is controversial and so the campaign was covered by leading publications like The Times, CNBC, BBC, and others. But we loved it because it is a strong feel good campaign with a snappy and strong video. #Brexit, #BrexitShambles, #BrexitExit and numerous other hashtags have trended throughout the year which gave this campaign additional longevity. And talking of dividing a nation, can we also mention the Marmite ad? Look at how they jumped on Brexit this year 😊
#5 Innocent – It’s Blue
Perhaps our favourite food and beverage ad of the year. Yes, it’s the #goldandwhite #blueandblack dress all over again but this time with Innocent’s Blue Smoothie. The campaign was incredibly simple. The drinks company Innocent launched a drink that was green and told everyone it’s blue. The drink name was “Bolt From The Blue”.
Announcing the new drink on Twitter, Innocent said: 'We’ve made a new drink. It’s blue. It’s tasty. It’s blue. It’s good for you. It’s blue. It’s made from apple, lime, guava, and coconut water.
Over 3,000 people replied to Innocent's post and the brand, whose social media team are known for their incredibly quick and witty interactions, simply went to town. The brand also launched a hilarious video featuring Duncan James from noughties pop band Blue who also joined in the hilarious debate writing 'It's BLUE! End of!' with a blue love heart to show his support.'
Twitter users brought colour types into the debate and compared the Bolt From The Blue drink to Pantone 3282 saying that it has 'more green than blue.' Even paint makers Dulux jumped into the debate saying it 'looks like Crushed Pine 3', one of their green shades, to which Innocent responded 'Don't you start, Dulux. It's Blue 1 and you know it.'
Some tried to find a compromise by suggesting it was teal or a whole new colour 'grue'. Of course, a reference to Mean Girls “Gruel”
And Innocent were relentless in their responses which made the campaign even funnier and more watchable.
Why We Loved It
We’re big fans of witty brands like Innocent on Twitter and this campaign showed just how good they really are. Don’t make the mistake of thinking this was effortless though. As a marketing agency we can only imagine the weeks of planning, video scripting, strategy, images, influencer coordination and planning that went into this. And then there’s the 24/7 community management. However, the fact that it looks casual and effortless is testament to great marketing. It also accounts for the high level of engagement among users who enjoyed the brand’s humour and quick responses.
There have been so many great social media campaigns this year that we couldn’t mention them all. So, to all the brands we mentioned, congratulations on your creativity and social media prowess and let’s see what you’ve got in 2020.
Which was your favourite social media campaign of 2019? Tweet us @moondust_agency and let us know. Want your own amazing social media campaign in 2020? Talk to the Moondust team now to get started.