8 companies that use social media marketing effectively (2022)

There are many emerging social media platforms that marketers would be wise to take note of. These new platforms enable digital marketers to better connect with their target audiences. For example,TikTok gains eight new users per secondand claims the top spot in the global app download charts.

Other emerging platforms — like Twitch and Discord — are becoming increasingly popular, making them ideal tools to include in your marketing strategy. While these networks may have a comparatively smaller user base, they focus on different niches and are helpful for targeted advertising. For instance, these two platforms have large communities of online gamers.

Regardless of which platform you choose, you must engage your audience and capture their attention. This article will discuss eight modern campaigns that you can use for inspiration when marketing your brand.

TikTok’s Re: Make campaign

In July 2021,TikTokchallenged its community to think about the most memorable advertisements in recent history and create their versions of the ads for its Re: Make campaign. The idea was to turn iconic commercials into TikTok shorts.

8 companies that use social media marketing effectively (1)

The first brands to participate in the Re: Make initiative were Skittles, Snickers, and Old Spice. It was a great way for TikTok to stay in contact with big companies like these and get them to participate in future Re: Make campaigns. It also boosted engagement tenfold and led to tons of user-generated content. TikTok launched the campaign and let its users do the rest.

The brilliance behind Re: Make was that TikTok, despite being a platform for new-age content, had now briefly become a creative hub to reimagine the ’90s and 2000s nostalgia.

This campaign was a success because it combined the familiarity of growing up with an increasingly popular application like TikTok. This shows that content can be recycled and still have a massive impact.

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Anhueser-Busch’s “Let’s Grab A Beer” by Wieden+Kennedy

In 2021, American brewing company Anheuser-Busch came together with Academy Award-winning director David Fincher and musician Atticus Ross to create the excellent“Let’s Grab A Beer”campaign.

This ad creates an escapist reality wherein consumers associate the product with positive emotions.

The ad aired at the 2021 Super Bowl, and Anheuser-Busch continued to build on the initial success of its campaign by adding a call to action through its collaboration with the White House, giving out free beers to those who got vaccinated. This also enabled them to shareuser-generated contentfrom social media at the same time.

This campaign combines the shared and common experience, the festive vibe of the Super Bowl, famous actors, and user-generated content. This creation of a collective and optimistic future using the free distribution of its product and user-generated content made this campaign an instant success.

LEGO’s Rebuild the World campaign by BETC

8 companies that use social media marketing effectively (2)

The 2021 iteration of the company’s Rebuild the World campaign, named “The Damp Knight,” focuses on creativity in children – it celebrates children as experts increative problem-solving.The commercial demonstrates what can be accomplished when individuals come together to solve problems and overcome challenges.

The ad follows a classic template: make the audience sympathize with the protagonist (the Damp Knight), trying to cross the river to see his friend, the bear. However, the conflict is eventually resolved when people of different occupations come together, using their varied skills to help the knight.

Although this campaign uses a rather traditional story, it shows that it can still be effective, depending on the context of your product. As a result, LEGO was able to market to both children and adults on social media and boost its overall revenue by 27%.

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Starbucks’ in-store augmented reality experience

A Starbucks outlet in Shanghai became the first Starbucks to offer anaugmented reality (AR)experience in its outlet. Customers have to download an app that enables them to unlock this experience. They can point their phones at key features around the roaster, like the cask, which will display new information, acting as a tour guide. Customers can explore the space and collect virtual badges. Once they order all, the customers receive a custom roastery social media filter to share.

Emily Chang, senior vice president and chief marketing officer for Starbucks China, said, “We wanted to create a completely new brand experience for our customers. Coffee is already such a deeply sensorial experience, even before the first sip: from hearing the unmistakable sound of beans being freshly ground to inhaling that rich aroma and sipping your perfect blend, brewed just right. We wanted to take that customer experience even further.”

This campaign transforms a seemingly everyday experience into a unique and immersive experience. By leveraging trendy technology and the authenticity of your product, you can create an effective campaign that helps your business grow.

Coca-Cola’s metaverse campaign

Themetaverseis a digital space where people can interact, play, work, and socialize. Many companies, such as Meta (formerly known as Facebook), invest heavily in developing the metaverse.

Coca-Cola has leveraged this exponential interest in the metaverse, especially by its younger customers, to launch a “Coca-Cola Zero Sugar Byte,” which will “bring the flavor of pixels to life.” This drink will be launched in the metaverse before being available in stores.

The innovative marketing approach is proving to be effective as revenue per launch hasincreased by 30%and gross profit per launch by 25%, compared to previous years.

Coca-Cola’s campaign demonstrates that tech will invariably play a significant role in innovative marketing techniques. By using disruptive technology and catering to the desires of its millennial customers, Coca-Cola has effectively combined tech, creativity, marketing, and product development to improve the returns on its campaigns.

Hershey’s Twitch campaign

Twitch is an interactive live streaming service for content spanning gaming, entertainment, sports, music, and more. Hershey’s started its campaign on Twitch in 2019. They advertised through video ads on Twitch itself, participated in TwitchCon, andsponsored two Twitch streamers, Tim “TimTheTatman” Betar, Ben, and “DrLupo” Lupo.

More recently, Hershey’s has continued itspartnership with Twitch to promote its brandOh Henry! They want to improve the brand’s relevance and become the go-to snack for gamers. With every purchase of the Oh Henry! Level up bar, customers receive “Bits” – an online currency that Twitch viewers can use to support streamers and get access to special features on the platform.

Kaetlyn Graham, senior marketing manager at The Hershey Company, noted, “Since Twitch reaches a highly engaged target and enables on-pack branding and video advertising, the partnership just made sense.”

Hershey’s figured out precisely what consumer segment they want to target and has effectively found the right platform to reach a highly engaged consumer base. Platforms like Twitch often have a sense of community, which can prove to be a highly lucrative source for promoting and developing your brand.

The ASICS NFT campaign

ASICS became one of the first sportswear brands to launch an NFT campaign. In July 2021, ASICS announced the ASICS SUNRISE RED™ NFT COLLECTION – a footwear release available via a digital auction.

NFTs – non-fungible tokens– allow owners exclusive ownership rights for a particular digital asset. Given that NFTs are non-duplicable and unique, brands can use them to further enhance their brand exclusivity and positioning on social media.

“At ASICS, we strive to be at the forefront of innovation in the sporting goods sector,” said Joe Pace, Head of Business Development, ASICS Running Apps. “So, while we are excited to drop the world’s first digital shoe release from a major sporting goods company, this is only the beginning. In coming together with some of the most creative and forward-thinking digital artists in the world through our new Artist-in-Residence program, our long-term vision is to push the boundaries of digital goods to inspire physical activity.”

Oscar Mayer’s Bologna Face Mask

Oscar Mayer is an American meat production company that has ventured into the skincare industry with its iconic “Bologna Face Mask.” Earlier this year, the meat company, a subsidiary of Kraft Heinz, released its unique product, whichsold outwithin a few hours on Amazon.

The product’s branding and packaging were impeccable. The packaging mimics an Oscar Mayer deli meat box, except for a message written in giant red letters on the back that says “DO NOT EAT BOLOGNA MASKS.” Of course, the masks are not made of real bologna.

The goal of this social campaign was to evoke quirky childhood memories of nostalgia wherein kids in school would take bites out of their bologna slices to make eyes and mouths and stick them on their faces during lunchtime. It even encouraged customers to take selfies wearing the masks to foster engagement on social channels.

The eccentricity of the product, combined with the targeted social media marketing through YouTubers and beauty influencers, made this campaign an instant hit.

The key to learning from this campaign is that you can use your product or brand’s eccentricity to your advantage if you combine it with effective marketing. In this case, the quirky product worked well with the audience as it was marketed in a targeted manner through trendy influencers.

Brands should pay attention to social media

As the lines between real-life and virtual ownership continue to blur, brands can use social media to their advantage by launching technologically advanced products and keeping up withdigital evolutions. It enhances the ability of a company to stay relevant and connect with customers who have already engaged with these new trends.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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About The Author

8 companies that use social media marketing effectively (3)

Akshat Biyani

Akshat Biyani is a Contributing Editor to MarTech, a former analyst who has a strong interest in writing about technology and its effect on marketing.

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What companies use social media marketing? ›

Mint also cross-posts its Instagram content to Twitter for extra engagement.
  • Airbnb. Airbnb is known for deftly folding user-generated content into its Instagram marketing campaigns. ...
  • Slack. ...
  • GoPro. ...
  • Spotify. ...
  • Wendy's. ...
  • Innocent. ...
  • How to Design a Social Media Strategy for Your Business.
27 Jul 2021

How many companies use social media marketing? ›

Social Media Marketing Statistics FAQs

A whopping 93% of marketers worldwide are using social media business. In 2022, almost 92% of marketers who work for companies with more than 100 employees in the United States are expected to start using social media for marketing.

Which social media is most effective for marketing? ›

Facebook is one of the most widely used social media platforms in the world. Though the current audience on the site is shifting older than it used to be, there are always users creating new accounts. It's also easily the most popular site for marketers with close to 90% of all businesses using Facebook in some way.

What companies use social media best? ›

The Best Brands on Social Media Today
  1. Slack. Large enterprises and small businesses alike can take advantage of Slack's easy-to-use platform. ...
  2. Nike. With nearly 150 million Instagram followers and 35 million followers on Facebook, Nike is killing the social media game. ...
  3. Starbucks. ...
  4. Shopify. ...
  5. Square. ...
  6. GoPro. ...
  7. Shutterstock. ...
  8. Wayfair.
31 Mar 2022

How companies use social media examples? ›

8 companies that use social media marketing effectively
  • TikTok's Re: Make campaign. ...
  • Anhueser-Busch's “Let's Grab A Beer” by Wieden+Kennedy. ...
  • LEGO's Rebuild the World campaign by BETC. ...
  • Starbucks' in-store augmented reality experience. ...
  • Coca-Cola's metaverse campaign. ...
  • Hershey's Twitch campaign. ...
  • The ASICS NFT campaign.
6 May 2022

What is social media give some example and their uses and importance? ›

Social media platforms allow users to have conversations, share information and create web content. There are many forms of social media, including blogs, micro-blogs, wikis, social networking sites, photo-sharing sites, instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, and more.

What are the benefits of social media marketing for my company? ›

With consistent updating, the right social media marketing strategy will lead to increased traffic, better SEO, higher conversion rates, improved brand loyalty, and much more. There are virtually no reasons not to implement social media into your marketing strategy.

Why are companies using social media? ›

Benefits of social media for business

attract customers, get customer feedback and build customer loyalty. increase your market reach, including international markets. do market research and reduce marketing costs. increase revenue by building customer networks and advertising.

How many brands have social media? ›

Here's How You Should Use It for Maximum Impact. Social media platforms such as Instagram, Facebook, TikTok, YouTube and Pinterest offer countless ways for brands to connect with customers (both old and new). Here's how to do it well.

How effective is social media marketing? ›

One of the reasons social media marketing is so effective is the fact that digital consumers spend 2.5+ hours on social platforms daily. That means, for nearly three hours a day, you have a chance to reach your target customers with your products and services.

Why social media is the best way to advertise? ›

Social media advertising is critical because it allows you to hyper-target specific users, build an audience database and directly track your return on investment. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies.

What is the most effective media platform? ›

The potential for reach on YouTube is unrivaled, with 81% of U.S. adults using the platform. The numbers can't be ignored. YouTube has a strong user base across all age groups. This includes the difficult-to-reach 65+ demographic, 49% of whom use the platform, second only to Facebook.

Why is social media marketing Important? ›

Social media allows marketers to connect and engage potential customers where they are at: LinkedIn, Twitter, Youtube, Facebook, Instagram, and even some of the younger platforms like TikTok. With a strong social media strategy and the ability to create engaging content, marketers can engage their audience.

What companies use social media influencers? ›

Big brands like Motorola, Adidas, Pepsi, and Dunkin' Donuts all use influencer marketing. Adidas has been using influencer marketing to promote their products for years now. They use influencer marketing to target a younger audience through Instagram.

How does Nike use social media? ›

The brand runs multiple profiles on every social media platform. For example, you'll find separate Facebook pages for Nike Football, Nike Basketball, Nike Run Club, Nike Skateboarding, Nike Swim, Nike Women, Nike Yoga, and many more.

How big businesses use social media? ›

In the B2B space

For the B2C sector we found 70% of respondents used social media for customer services, 80% for communications and 91% for marketing.

What is an example of social marketing? ›

In social marketing the product is a behavior change or a shift in attitude. For example, a campaign may be designed to increase condom use or to convince adolescents that spreading rumors is harmful or dangerous. P2 - Price is the cost. In social marketing, price is the cost of changing behaviors.

How does Coca Cola use social media marketing? ›

Notably, Coca-Cola also took advantage of new features on Facebook, Messenger and Instagram Stories by allowing visitors to its 'Gold Room' to create 360-degree images of themselves to share on the social media platforms. In addition, influencers were encouraged to share content on (the then new) Instagram Stories.

How can social media grow your business? ›

8 Ways to Use Social Media to Grow Your Small Business
  1. Increase Leads. ...
  2. Improve Search Engine Ranking. ...
  3. Drive Traffic. ...
  4. Keep an Eye on Competitors. ...
  5. Develop Trust with Customers. ...
  6. Create Brand Recognition. ...
  7. Establish Your Brand as a Topical Authority. ...
  8. Maximize Conversions.

How important is social media in communication? ›

The importance of social media in communication is a constant topic of discussion. Online communication has brought information to people and audiences that previously could not be reached. It has increased awareness among people about what is happening in other parts of the world.

What is the importance of social media essay? ›

Social media is a large part of our everyday lives. Social media is a way for people to connect with others. The social media platform allows us to share ideas, thoughts, and opinions with other members of society. It also allows us to keep in touch with friends and family.

What is the impacts of social media? ›

However, multiple studies have found a strong link between heavy social media and an increased risk for depression, anxiety, loneliness, self-harm, and even suicidal thoughts. Social media may promote negative experiences such as: Inadequacy about your life or appearance.

How social media influences the world? ›

Due to this, social media impacts society in the following ways: Generating visibility around social, ethical, environmental and political views or issues. Spreading educational material quickly and efficiently. Providing companies with new marketing opportunities.

How important is social media marketing for small businesses? ›

Small businesses that use social media marketing are 2x as likely to see an increase in revenue than those that do not. The Internet has a massive reach, and with the right audience, a small business can become very successful. Social media marketing is an effective way to grow a business with limited resources.

How does Coca Cola use social media marketing? ›

Notably, Coca-Cola also took advantage of new features on Facebook, Messenger and Instagram Stories by allowing visitors to its 'Gold Room' to create 360-degree images of themselves to share on the social media platforms. In addition, influencers were encouraged to share content on (the then new) Instagram Stories.

What is Nike's social media strategy? ›

Instead of just selling their products, Nike positions the brand as a healthy lifestyle motivator. Simple, powerful slogans and emotional storytelling are elements of communication. Brand empower their target audience and present news from the world of sport. Many campaigns aim to stop racism, discrimination, or hate.

What companies use social media influencers? ›

Big brands like Motorola, Adidas, Pepsi, and Dunkin' Donuts all use influencer marketing. Adidas has been using influencer marketing to promote their products for years now. They use influencer marketing to target a younger audience through Instagram.

What social media does Starbucks use? ›

Starbucks mainly uses Twitter to engage with their audience. They tweeted 57,000 times and added 134,000 new followers. On average they sent 155 tweets per day with 99% of their tweets being replies, which gives an indication of what they value the platform for.

Why does Pepsi use social media? ›

They want direct channels of communication to brands. In short, consumers expect brands to employ inbound marketing best practices as an engagement model. By last count, Pepsi's 8,181,075 Facebook fans agree. Is your brand using these five aspects of social media?

What is Coca-Cola's marketing strategy? ›

Coke aggressively markets its product lines through advertising across multiple mediums and channels, including TV, online ads, sponsorships, etc. Coca-Cola's sponsorships include NASCAR, NBA, the Olympics, American Idol, etc.

What made Coca-Cola successful? ›

A significant part of Coca-Cola's success is its emphasis on brand over product. Coke doesn't sell a soft drink in a bottle; it sells “happiness” in a bottle.

Why is Nike so good at marketing? ›

By offering more products to more people, in more markets than any other sports company, they are able to capture a far greater market share of the market than any other company. Like most leaders in the market, Nike values the consumer and the importance of providing a quality product.

Why is Nike successful on social media? ›

Social media is powerful for brands such as Nike because it creates two-way interactions between fans and brands. Nike optimizes this capability and dominates social media by creating a sense of community and connection with its fans.

How Adidas use social media? ›

It has social media profiles on all major platforms, such as Facebook, Instagram, LinkedIn, Twitter, YouTube, TikTok, and Pinterest. Like many other brands, Adidas diversified its online presence by creating separate social media pages for different products that are targeted for different personas.

Why do companies use social media? ›

Benefits of social media for business

attract customers, get customer feedback and build customer loyalty. increase your market reach, including international markets. do market research and reduce marketing costs. increase revenue by building customer networks and advertising.

How companies Use social media marketing? ›

Social media marketing (SMM) (also known as digital marketing and e-marketing) is the use of social media—the platforms on which users build social networks and share information—to build a company's brand, increase sales, and drive website traffic.

How brands are using social media? ›

Brands often use influencers on social media in order to reinforce their marketing campaigns, position new products, and to support the positioning of existing products.

How Dunkin Donuts uses social media? ›

Dunkin' has a digital presence across Twitter, Facebook, Instagram, and Pinterest and has launched many successful digital campaigns to attract new customers and increase sales. It has implemented a simple strategy to enhance its social media presence, namely, marketing a colorful and quirky personality online.

Is Starbucks on TikTok? ›

Starbucks (@starbucks) Official TikTok | Watch Starbucks's Newest TikTok Videos.

Can social media boost employee engagement and relations? ›

How can social media in HR improve employee engagement? Companies can use social media as a tool to improve employee engagement, reinforce company culture and effectively teach team members new skills to increase business outcomes.


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