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Another month has passed, so it’s time for us to round up some of the more noteworthy social campaigns we’ve seen in June.

This time around we’ve got examples from Coors Light, Wilkinson Sword, Porsche, Paddy Power, Burberry and Spec Savers.

And if this isn’t enough for you then check out my round ups from back in April and May...

Coors Light

Beer brand Coors Light launched a multichannel campaign that gives consumers the chance to bid for a range of experiences and trips.

Based around the hashtag #DontWait, the competition is remarkably similar to the #DammeCold campaign that Coors ran earlier this year.

To enter, users have to go to a minisite and select the experience that most appeals to them. These include ‘colour runs’ in various UK towns, a moose safari in Portland and a zero gravity experience in Florida.

Entrants are strongly encouraged to share their experience through Facebook, though there is the option to register your details using an email address.

#Dadication

Wilkinson Sword UK ran a slightly cheesy social campaign to coincide with Father’s Day.

It setup a booth in London so that members of the public could record video messages paying tribute to their dads.  

A montage of some of these clips was posted on YouTube to promote a Facebook competition that allowed people to win one of 20,000 personalised razors for their dad, a Wilkinson goodie bag or a day out at a brewery.

The YouTube ad has been viewed more than 1.3m times and many people left tributes on the Wilkinson Facebook page. 

These type of Facebook giveaways tend to work well as people love personalised products - previous examples include the Coca-Cola bottles and Heinz soup cans.

Porsche at Le Mans

To celebrate its return to the Le Mans 24-hour race, Porsche ran an ambitious competiton across Twitter and China’s Weibo platform.

Users had to register teams of up to three users on a dedicated minisite for the chance to win a VIP experience at a race in either the US or China.

Teams were judged on the number of posts per hour, their number of followers, and the ‘quality’ of their posts, as well as the results of a series of trivia questions about Porsche.

It’s a really interesting idea, but one that might have become annoying as entrants could easily end up spamming their followers for 24 hours. 

According to Topsy, the hashtag #24socialrace has been used 7,800 times on Twitter in the past 30 days. Assuming there was a similar result on Weibo, that’s a decent number of mentions.

However my favourite thing about this campaign is that the overall winners get the chance to “approach the legendary 919 Hybrid,” which is a wonderful example of vague marketing copywriting.

Paddy Power’s England tweet

Irish bookmaker Paddy Power gained huge publicity for a series of photos in which it appeared to have cut down trees in the Amazon rainforest to spell out its support for the England football team.

The images were first posted on Reddit before being tweeted from the company’s official account.

This led to moral outrage from gullible folk who apparently aren’t used to the bookie’s ‘cheeky’ style of advertising, and generated several articles in the national media.

An excellent result for very little investment, plus Paddy Power was able to claim that it was all to raise awareness of deforestation. 

Moët’s ice challenge

Champagne brand Moët & Chandon is using Instagram to promote the launch of its new Ice Imperial drink. Unusually for a champagne drink, Ice Imperial is supposed to be served over ice.

The three-month campaign begins in June and requires users to post pictures on Instagram using the hashtag #icechallenge. Each month has a different theme, with June’s being ‘urban and fresh’. 

Users can also upload photos via a Facebook app or by posting them on Twitter. Winners are given dinner for two at a restaurant that serves the new Ice Imperial drink.

Burberry’s shoppable fashion show

As part of Burberry’s S/S15 fashion show the brand worked with Twitter to create unique cards that allow users to view up to eight images in a single tweet.

The specially-designed Gallery Cards include one hero image alongside eight thumbnails of products from the fashion show.

These Twitter cards were just one of the innovative ways that Burberry promoted its fashion show, which was also streamed live online and via Facebook.

Dove Men+Care

Wilkinson's efforts to celebrate Father's Day were outdone by rival brand Dove Men+Care.

This #RealDadMoments ad showing various clips of children calling for their dads has been viewed a whopping 11.3m times on YouTube in around three weeks.

Suarez reactions

Though we’re all sick and tired of hearing about the Luis Suarez biting incident, some of the initial reactions from brands on Twitter were quite funny.

I’ll leave you with a few of the best...

David Moth

Published 30 June, 2014 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1690 more posts from this author

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Augie Ray

I'm curious what makes these the "best" campaigns. I see no meaningful data about how they increased sales, awareness or purchase intent. I'd really like to see our evaluation of social media marketing mature so that we look at results and not merely pretty video or lots of likes. Last year, Kmart Ship My Pants was the most viral brand campaign, but the company is still sinking--social media marketing isn't about likes (yours or mine) but about driving brand value, and this article does not seem to address impact in any meaningful way.

over 2 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

Hi Augie, thanks for your comment. The intention of this article isn't to show which campaign from June delivered the best ROI, as that clearly wouldn't be possible. It's really just to serve as a source of inspiration or a resource for people researching ideas for social campaigns.

over 2 years ago

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Artur

Great question Augie.

David, why wouldn't it be possible to measure ROI?

over 2 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Artur, because companies very rarely share that type of information. Plus it's a monthly round up, so I'd have to phone up the likes of Porsche and ask to know the ROI of a campaign that they only ran a few days ago.

over 2 years ago

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Reena

I think what David is trying to portray is how well brands innovatively used social media to engage with their audiences. Regardless of ROI, it seems apparent that ROE increased. Youtube views show that!

over 2 years ago

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Artur

Oh, ok. Now I understand. That's the content strategy that Econsultancy started adopting recently: "top 10 things" "top awesome headlines" "top ten top articles", etc. Moving slowly into Mashable area?

over 2 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Artur, not at all. Some of our articles are focused on ROI (e.g. https://econsultancy.com/blog/64551-10-case-studies-that-show-the-power-of-email-segmentation) while others are meant to highlight new campaigns and innovative work by marketers.

We prefer case studies that include stats if possible (ask any of the PRs we deal with), but I can't include information on ROI if it isn't available.

over 2 years ago

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RichT

It makes me laugh that people still make comments like "But what's the ROI?" Clearly ROI is vital but there is no way going to be a consistent measure across all these brands - they all have different objectives. You wouldn't just have to ring Porsche to find the top ten but every single brand that ran a social campaign in June (and fingers crossed they'd all provide comparable data).

Any idea what the AVE is on these campaigns?!

over 2 years ago

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Bob

@David, nice quick article... Don't worry about all these other comments. Social may be part of the process in shifting opinions, but it's not a perfect science discovering attribution let alone in a couple days after a campaign launch especially when the path to purchase on certain products (eg autos) can be 3 - 6 months.

People, myself included, can get lost in the data, but there is a psychology and qualitative analysis behind all of this that we'll better understand over time.

Coming from an agency, trying to get sales data is like trying to shoot a full court basketball shot. You'll get it probably 1 out of 300 times.

"Best" is a matter of opinion to everyone of course, but I think this article does recall some good ideas brands had to stay within the public eye. Maybe I'll buy a snickers now, but no one will ever know; so just assume a certain % of these ads triggered a sale that marketers will never know about.

over 2 years ago

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David Morton

Nice article and some really clever social media campaigns. However, it would be nice to see (apologies if you have already done this but I have not came across it) an article that highlights the best social media campaigns by smaller businesses. Although this does act as inspiration, social media managers working with smaller budgets can only dream of doing campaigns like these - it would be great to be inspired by something more achievable under tight budgets or low costs.

over 2 years ago

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James Lee

Really Nice article with great examples.

over 2 years ago

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Dominic Knight

Really good article thank you. Like David Morton it would be great to see some really good smaller business campaign examples.

over 2 years ago

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