Social Media Campaigns of the Month â October 2015

1. Our favourite of the month… Starbucks #RedCups

Ok so we may be sneaking this one in for October, but the well-known coffee chain released their famous red drinks cups on November 1st, creating a buzz on Instagram, Facebook and Twitter - and we just couldn’t leave it out!

The branded tweet (shown below) received over 31,000 retweets and over 45,000 likes when first sent. Starbucks paid for sponsorship so their posts appeared at the top of the trending list, further encouraging engagement with the hashtag and driving awareness amongst who don’t follow socially. They event created a red cup emoji which appeared every time #RedCups was used!

Not just online…

In order to go one step further, Starbucks gave the excitement a physical presence with a 4ft Red Cups installation in King’s Cross. The feature lit up gradually every time #RedCups was used. This pushed further use of the hashtag on Twitter and Instagram and encouraged fans to upload images of the display itself. Starbucks staff were around the installation at peak times giving out drinks vouchers, further driving sales and footfall. A clever way of maximising what is already a trend and a much-anticipated marker of the festive season.

2. #ShowYourStrap VS. #ShowYourScar

We touched on the Marks & Spencer #ShowYourStrap campaign last month, where M&S have teamed up with Breast Cancer Now to create a campaign aiming to raise £13 million over the next five years. Women were encouraged to join in the conversation and donate by using the hashtag and post a photo on Twitter, Facebook and Instagram.

Despite Marks and Spencer’s efforts to promote breast cancer awareness, there was backlash from the public who stated that people were sexualising breast cancer. As a result of the backlash, the #ShowYourScar campaign came into effect – breast cancer sufferers posted pictures of their “real” life battle with breast cancer, in rivalry to #ShowYourStrap.

Although it’s been interesting to see how the community has responded by launching the original hashtag organically, this reaction shows just how important it is to listen to your audience and respond accordingly. Social media campaigns should be fluid and adaptable to the voices of the public, in order to cater for unforeseeable circumstances.

3. Greenpeace #NotJustTuna and #NotJohnWest

Greenpeace are currently campaigning against brands they believe are practising unsustainable methods of tuna fishing, some of which are also accused of employing unjust working conditions. Number one on their hit list is John West, with the NGO demonstrating outside the firm's headquarters.

They've used social media over the past month to generate widespread awareness of their cause, with the hashtag #NotJustTuna. There's also a secondary hashtag, #NotJohnWest, which people are using to tweet pictures of themselves eating sandwiches containing anything other than John West tuna - from tubs of Vaseline to bath sponges! Famous figures Hugh Fearnley-Whittingstall and William Shatner have also got involved.

As John West don't have social media channels, the only public response from them online so far has been a statement on their website.

This is a great example of the pressure that a company like Greenpeace can exert via social media by being well-organised, creative and totally relentless. It will be interesting to see what impact it has on John West's practices in future.

4. Three’s Halloween campaign

Simple and effective; Three’s Halloween outfit tool, using Vine, helped us decide what to wear to our last minute Halloween parties. It was engaging, interactive and a bit of fun, giving a different answer every time. The brand also used Halloween emojis to garner attention and make their tweets stand out. Have a play for yourself here!

Compiled from contributions by the members of the DMA Social Media Council.

Laura Whiting - Council Member & Marketing Programmes Manager at Communicator. @Laura_EW.