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Social media campaigns that rock

It is not difficult to see why advertising campaigns by international sportswear brand Nike go viral.

The company’s The Last Game video featured a host of world football stars – including Christian Ronaldo, Neymar and Zlatan Ibrahimović – and pulled at every aspirational emotion in a psychologist’s handbook. No wonder it’s been viewed more than 84 million times.

A little over 20 miles from US-based Nike’s headquarters in Beaverton, Oregon, lies a small community that goes by the name of Boring. It’s said that boring products do not gain social shares.

But Art Division presents five campaigns for products not known for stiring the emotions that set social media alight.

1. Blendtec

The industrial blender manufacturer has made a name for itself with its Will It Blend? series of videos. No wonder this demonstration of how to turn an Apple iPhone 6 Plus into super-smooth guacamole generated almost 4 million views.

2 Samsung

This Korean tech brand has a wealth of sexy products, from TVs to its Galaxy series of mobile devices. But Samsung’s washing machines did not enter this category until this Wash Cool campaign for the Ecobubble brand hit YouTube.

3 Tippex

We always thought cats were the creatures that most encouraged viewers to share videos, but bears must run felines a close second. This clip from the Tippexperience series of videos puts viewers in control. We recommend you check out the subsequent videos.

4 Air New Zealand

Who takes any notice of the safety videos played before a flight takes off? The entertainment on Air New Zealand flights starts straight after passengers fasten their seat belts thanks to the airline’s clever trick of using characters from The Hobbit.

5 The Grumpy Cat

We told you cats featured in the most shared items on social media. The Grumpy Cat is a lesson on how social media popularity can create a brand. Grumpy Cat became an internet sensation after her photo was posted on Reddit in September 2012. It was suggested that the original photo was photoshopped, so we posted a few videos on YouTube. The videos went viral and her popularity has continued to increase. Now Grumpy Cat’s owners are making mega-bucks from merchandise, including a soon-to-be-launched series of comics.

Why social media shares pay

Social shares may have some impact on a brand’s search ranking, but what’s even more important, they help a company’s online visibility and drive more traffic.

grumpy cat - Social media campaigns that rockAnd the greater online visibility a brand has, the more opportunities it has to earn natural backlinks – the lifeblood of your search ranking – from people who have discovered and shared your content, not to mention the creation of second tier backlinks and the promotion of brand-associated searches.

Off-page SEO in social is not just defined by the amount of shares you receive, but also by the influence of the account holders who share your content. To put this in simple terms, a share by a TV celebrity with many thousands of followers has a far higher value than a Twitter post being retweeted by a member of the public with only a handful of followers.

In fact, identifying your key influencers and encouraging them to share your content is one of the most overlooked SEO techniques in marketing.

While developing an influencer marketing strategy can help a brand’s lead generation or sales, don’t overlook the benefits like the increase of social shares and the continuous improvement of your website’s SEO. Remember most website traffic is still generated via organic search in most industries.

It is not just videos that are shared on social media. The Free Air Guitar image at the top of this post was used to promote the launch of the FM 96.3 radio station in Glasgow. Why did it work so well? Because the campaign was fully aligned to the brand.

Click here to read Art Division’s top tips on creating CTAs, or contact us for help with your social media or your digital marketing campaign.

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