Social Media Ad Campaigns that Achieve the Unthinkable- 100% Response Rates - Levi Shapiro

Most social media advertising is poorly suited to the medium According to Vindico nearly all 98 online video ads were repurposed from a broadcast original The lack of originality is one reason ads and sponsored stories on Facebook realize comparatively low average click throughrates of under 5 Spruce Media One exception is KimberlyClark owners of billion dollar brands such as Kotex Kleenex and Huggies According to Chief Marketing Officer Clive Sirkin httpadagecomarticlecmostrategykimberlyclarkelevatesclivesirkintopmarketingpost233451 quotwe don39t believe in digital marketing We believe in marketing in a digital world and there is a differencequot Kimberly Clark recently ran two social media campaigns in Israel that achieved the unthinkable 100 engagement These brand campaigns both of which cost less than 10000 and reached nearly 10 of the entire Israeli population represent the potential for social media advertisingKleenex quotFeel Goodquot CampaignRealtime social tracking tool Buzzilla helped Kleenex tissue identify 50 Facebook users across Israel who had posted about missing work due to illness Obtaining physical addresses from helpful friends in their FB network within 12 hours these Facebook users received a personalized quotFeel Goodquot care package delivered directly to their door The kits included items like chocolate medicine and of course Kleenex See a video description here The result For a cost of only 5750 one hundred percent of the recipients posted a picture of the kit on their Facebook profiles with warm words about Kleenex generating 650000 impressions The total cost per engagement Like Share etc was 32 USD while the general Facebook CPM cost per 1000 exposures to the posts during the 10 day activity at that time was only 9 USDYou can see a description of the campaign hereAccording to Eran Sion Digital Marketing Director at Hogla Kimberly Clark quotOur digital campaigns are designed and tested to achieve a precise emotional reaction and leverage crowd sourcing to reach a broader audience Before running this we did a trial focusing on 5 people in my personal Facebook network I would recommend running a trialquot This effort has been featured by more than 50 industry publications including USA today and will soon rollout in the New York area quotThe US version will adapt of coursequot This includes the use of Twitter and a much more stringent level of privacyKotex quotWoman39s Inspiration Dayquot CampaignLike any successful campaign Kotex began with an underlying truth Each woman is a unique individual with her own personality way of life and style They then identified the social media platform where women feel comfortable expressing themselves via style and design Pinterest is a social catalog service a virtual pinboard where users post collections of things they love and quotfollowquot others39 collections 70 of Pinterest39s 19 million users comScore are female according to Jay Ehret You can see a guide to using Pinterest hereFor quotWomen39s Inspiration Dayquot Kotex created the world39s first Pinterest campaign with the goal of generating buzz for its new quotDesignquot series The company aimed for a precise emotional reaction ran a trial campaign and even prepared a press release in advance The idea was to transform an inspiration in Pinterest into a personalized gift delivered to 50 social media influencers Using photos on their Pinterest boards as a guide a wellknown artist created a physical version of these items that was boxed and shipped directly to the women39s doorstep The only requirement was agreeing to quotrepinquot the gift on Pinterest and other social media such as Facebook Twitter and Instagram For less than 10000 one hundred percent of the women posted about their gift yielding 695000 impressionsYou can see a description of the campaign hereBrands devote far less advertising budget toward online social media and mobile than established media like television and print Innovative campaigns such as Kotex and Kleenex in Israel with 100 engagement levels and virality may help brands reevaluate how they allocate their marketing budgetsLevi Shapiro is a Partner at TMT Strategic Advisors a research and strategy firm focusing on the technology media and telecom sectors He can be reached at levitmtstratcom or via twitter levshapiroRead all Levi39s MediaBizBloggers commentaries at Unleavened MediaCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Social Media Ad Campaigns that Achieve the Unthinkable- 100% Response Rates - Levi Shapiro

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