Everyone claims to ‘do social media’ but the experts know that it takes so much more in the way of creativity, innovation and smart planning, to get results.
The Drum Social Buzz Awards were created to celebrate those who are pushing boundaries and cleverly using social as part of the overall marketing mix.
With the awards now looking for its 2019 winners, The Drum looks back on those who really raised the bar in 2018.
Limepictures and Hollyoaks: #DontFilterFeelings
To tackle mental health problems and educate the UK audiences, Lime Pictures and Hollyoaks produced the ongoing online campaign, #DontFilterFeelings using Snapchat, Facebook Messenger and Facebook Live.
Working closely with charities MIND, Samaritans and Beat, #DontFilterFeelings was a play on the frequent use of filters across social media to mask how someone is really feeling.
The Hollyoaks cast and behind the scenes staff spoke about their own battles with mental health illnesses. The videos saw the cast and crew speak from behind filters and by the end of the video, ditching the filters to instil the Don’t Filter Feelings mantra and encourage others to speak about their mental health.
Vimto and Tangerine Communications: I See Vimto In You
There are a lot of brands out there that don't utilise their social media accounts, many leaving them dormant. Vimto’s Instagram being one of these accounts. Tangerine Communications re-launched the brand in a way that aligned with their new anti-advertising approach while capturing the attention of the Gen Z audiences.
By evoking emotional responses to the brand, they brought to life and supported the above the line multi-media approach. In less than 60 days, the channel grew from 350 followers to over 5,000.
Manning Gottlieb OMD: Specsavers x Will.I.Am
In May 2018, hip-hop star Will.i.am launched an exclusive eyewear collection for Specsavers. Manning Gottlieb OMD was set the task to change the style perceptions of Specsavers for younger audiences.
The overall campaign was created to mirror a big brand fashion collaboration and an album launch.
By recruiting influential style/ fashion icons, social platforms, digital and offline media, they increased Specsavers style credentials and drove awareness of the new range.
A Snapchat lens was also developed to enable users to try the frames on.
Historic Royal Palaces: #BoleynIsBack
In the Spring of 2018, the Tower of London staged a unique stunt that featured Anne Boleyn, the infamous Queen of England from 1533 to 1536. To promote their on-site summer play, The Last Days of Anne Boleyn, the Historic Royal Palaces (HRP) created a unique social stunt following Boleyn from Greenwich to the Tower.
The campaign started with a spoof newspaper ‘The Tudor Echo’ placed around London. Anne Boleyn then took to HRP's social feeds for the day, live-tweeting that she was travelling down the river to the Tower for her arrest.
Anyone can enter, whether you are an individual, agency, brand or organisation producing effective social media campaigns. The awards are global, so there really are no barriers to entry.
Get your entries in before August 28 and receive a special discounted rate on your submission.