4 of Our Favorite Social Media Campaigns

    1. Apple - #ShotOniPhone

Apple’s #ShotOniPhone campaign began as a challenge for iPhone users to share their favorite photos taken with their own iPhones. Participants simply had to snap a picture on their iPhone and share that picture on social media with the hashtag #ShotOniPhone. With that entry, they had the opportunity to be featured on the company’s social media. Since then, it has become one of the most successful user-generated content (UGC) campaigns to date. The success of #ShotOniPhone lies in its name - all the photos shared are taken with the product being advertised. One of the most effective ways to market a product is to show how effective the product is. When Apple shares stunning, high-quality shots that look like they’ve been taken with a professional camera on their social media, labels them with the #ShotOniPhone hashtag, and tags the iPhone user who took the photo, this alone could encourage non-Apple users to convert and buy an iPhone. The brand is showcasing the quality of their product, while also increasing credibility and loyalty through sharing actual user content rather than just company generated content.

     2. Spotify - Spotify Wrapped

It’s no surprise that the streaming giant has a spot on this list. Every year, Spotify users look forward to enjoying a yearly review of their activity on the app, affectionately known as “Spotify Wrapped.” Spotify Wrapped gives users the opportunity to view personalized stats about the year, including their most listened to songs, artists, and genres. The yearly review is a genius marketing technique by Spotify, as it increases brand awareness and recognition by encouraging its users to share their Spotify Wrapped stats on social media. Additionally, Spotify Wrapped has created a FOMO (fear of missing out) effect, as it has become such a yearly event. When non-Spotify users see Spotify Wrapped stats flooding their social media feeds, this could encourage them to download Spotify to get those personalized stats for next year. Spotify is known for having a fiercely loyal customer base, and it can be argued that Spotify Wrapped is one of main reasons for this.

    3. Wendy’s - Twitter Roasts

If you have Twitter or are a regular Wendy’s customer, you are most likely already familiar with the fast food chain’s ingenious Twitter account. In the last few years, Wendy’s has revolutionized the way that big brands use social media. Instead of posting only promotional content and sales offerings, Wendy’s takes a more relatable (and humorous) approach to their Twitter, utilizing it to virally roast both their competitors and sometimes even their customers (light-heartedly). No one is safe from Wendy’s roasts, with companies like McDonalds, Burger King, and Dunkin' being some of its favorite targets. Wendy’s also holds a yearly #NationalRoastDay, where they roast Twitter users who reply to their #NationalRoastDay tweet. While Wendy’s prides themselves on their roasts, the fast food chain also is known for being very active on Twitter. They are constantly replying to replies and tags, which is why they almost never miss the opportunity for a roast. Big brands continuously interacting with their customers online (especially in an entertaining way) helps give them a brand personality, as well as promotes brand loyalty and recognition.  

    4. Aerie - #AerieREAL

Our last but certainly not least favorite social media campaign on this list goes to Aerie’s #AerieREAL campaign. Aerie, which is a sub-brand of American Eagle Outfitters, specializes in loungewear, swimwear, and intimate apparel for all women with an emphasis on body positivity. In 2014, Aerie’s president Jennifer Foyle introduced the #AerieREAL campaign into the company, which was a promise to customers to stop photoshopping the bodies of the models on Aerie’s website. As part of the #AerieREAL campaign, the company also selects Role Models to represent the brand image and message, and the Role Models personify “real” women who are actively making a change in the world. Some past Role Models include gold medal paralympian  Brenna Huckaby, actress Beanie Feldstein, scientist and CEO Keiana Cavé, and gold medal gymnast Aly Raisman. #AerieREAL continues to represent all women and body types, not just the ones we’re used to seeing in clothing ads. When scrolling through Aerie’s website, you’ll be able to see authentic representation of people of color, plus size women, and women with disabilities. The #AerieREAL campaign has proven to be effective. During the early times of the COVID-19 pandemic, Aerie was experiencing organic engagement on TikTok and Instagram, with customers posting about how their Aerie products made them feel like their best selves.

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