If
you want to know what a dang good social media campaign looks like then stay right here, because I am about to show you! Lately
companies have been challenged with not just using social media
platforms so that they can say they have a Facebook or a Twitter and
be done with it. They are using Social Media as a channel to
strategically reach those goals that have been placed for the
upcoming year (or this is how they should be using them). All
campaigns, whether social media or not, need to be relevant to the
consumer, right? Well Nestle hit the nail on the head with this whole
relevant thing by getting their consumer to ENGAGE with them, and
they created VALUE for their consumer. Okay okay, I know you are
dying to see what the campaign was!
This
is how mashables.com described it:
"Sometimes
expressing how you feel — especially on Valentine's Day — can be
a little daunting. Nestle's Coffee-mate stepped in, tasking a team of
professional artists to turn users’ declarations of love into
shareable, one-of-a-kind valentines. Using the hashtag #CMValentine,
users submitted love notes on Twitter and Facebook, which were turned
into handcrafted Valentines for their loved ones. By thinking
“outside the cup,” Nestle turned everyday expressions of love
into miniature works of art, increasing their channel engagement and
adding new consumers to its social media communities."
As
Valentine's Day is quickly approaching, I can only hope someone comes
up with a campaign similar to this, because I am not so blessed in
the card making business. Nestle did a great job of making sure their
campaign connected with what was going on at the time as well as
offering something the consumer truly found valuable.
Video
of the Valentine's Cards acted out:
One
of the Valentine's Coffee Mate made:
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