Covering everything from the latest social media news and digital trends to tech reviews, The Digital Bakery team works hard each week to bring our readers a range of fresh, exciting and engaging content. So, whether they’ve been getting the most love on social, caught our eye in the email, or are #trending online, we’ve rounded up the top marketing campaigns and viral videos from the past year, in case you missed any…
The Top Viral Marketing Campaigns of 2017
Using multiple platforms to tap into trends and tell engaging stories, these campaigns use a range of styles and themes to help organizations create a buzz around their message, product and brand.
With 65% of marketers citing their biggest challenge as generating traffic and leads according to HubSpot’s recent State of Inbound Report, a great digital campaign can both capture the imagination of an audience and drive engagement.
1) Social issues – Heineken
Open Your World successfully achieved what the Kendall Jenner Pepsi ad failed to do. It took real political differences and brought out the humanity behind them, reinstating an empowering belief in human kindness and understanding.
A real-life social experiment, Heineken brought together people from opposite ends of the spectrum (feminist and anti-feminist, climate change activist and denier) and got them to take part in team-building activities, before unveiling their political viewpoints. They then had the option to share a Heineken and discuss their differences – which every pair chose to do.
Using Facebook as the campaign’s primary platform it celebrated political difference and human understanding. It was received enthusiastically, achieving 3 million views only eight days after its launch, with over 50,000 shares in its first month and a trending hashtag #OpenYourWorld
2) Empowerment – Be The Guy
Be The Match, a nonprofit focused on saving lives through bone marrow donation, was facing a critical business problem: their registry lacked 18-24-year-old men, a hard-to-reach donor type.
While nonprofit marketing often focuses on the patient, this campaign flipped that approach on its head, showing instead that being young and male qualifies you to save a life. The campaign was launched on Reddit and Twitch, with banner ads and gifs celebrating the weird and wonderful uniqueness of this demographic.
With this campaign came the message of empowerment, rather than the typically seen emotional drivers of guilt or compassion. By going against the grain and tapping into the internet’s penchant for the ridiculous, the campaign was a success.
As a result, the charity saw a massive 280% increase in 18-24-year-old males with 17,974 new donors acquired. Online it generated 212 million total media impressions (on Facebook, Instagram, Reddit, and Twitch) and a 970% increase in total direct traffic.
3) Timely – Airbnb
Airbnb used video to show their full support for acceptance of people from different places and backgrounds. Without directly expressing the link, the timing of this campaign indicated that Airbnb was voicing their opinions on recent political policy. The ad was aired on TV during the Superbowl, just days after President Trump’s travel ban. In this way they cemented their position as a world-renowned brand with a focus on acceptance. The advert racked up almost 5 million views within its first month on YouTube and 100,000 views on Instagram.
4) Ikea’s Response To Balenciaga’s ‘copycat’ Bag
Ikea’s quick response to comparisons being made between its well-known blue shopping bag and a designer bag by luxury fashion brand Balenciaga should be a lesson for all marketers in how to nail reactive marketing.
The two bags do bear an uncanny resemblance in colour, shape, size and style, even down to the double-loop detail on the handles. The price, however, is markedly different, with Ikea’s bag selling for a modest price of 99 cents (40p) while the designer version is an eye-watering £1,600.
The campaign was picked up by mainstream media across the world including Vogue, the Daily Mail and the Guardian, generating more than 165 million unique media impressions and over $6m of earned media. Not bad given it had zero media budget.
#Ikea #Balenciaga #Bag
5) Wendy’s, ‘#NuggsForCarter’
American fast food chain Wendy’s showed that sometimes on social media it’s not about what you broadcast but how you respond. And earlier this year the brand garnered more attention than it could have ever dreamed of when a teenager, Carter Wilkerson, asked how many retweets he would need to earn a year of free chicken nuggets.
It would have been easy to ignore the request, but instead Wendy’s challenged him to get 18 million retweets – nearly six times the then-record that was held by Ellen DeGeneres for her star-studded Oscars selfie. Unfazed, Wilkerson duly went about trying to do just that.
In the end, Wilkerson didn’t make 18 million, but with more than 3.6 million retweets he did beat DeGeneres. According to Wendy’s agency of record VML, which runs Wendy’s Twitter account, there have been more than 5 million online mentions of Carter’s quest for nuggets, boosting conversations mentioning the brand by 376% year on year.
More importantly for the brand, it generated more than 2.5 billion earned media impressions from 1,076 placements, including on top-tier publishers such as the New York Times, USA Today and the Today Show. Wendy’s also earned 213,000 new Twitter followers and 23.9 million visits to its Twitter profile in April alone.
#Twitter #Wendys #NuggsForCarter
The Top Viral YouTube Videos of 2017
Since its inception in 2005, YouTube has become one of the biggest platforms for new-age Internet celebrities and one-hit wonders alike. That was no different in 2017: YouTube’s top 10 trending videos for the year have garnered more than 633 million views collectively, up by 83 million compared to last year’s list. They were watched for a collective 40 million hours, and the channels that created them have more than 55 million total subscribers. Here’s a look at some of the top 5 YouTube videos that got the most attention in 2017.
1) Children Interrupt BBC News Interview
Professor Robert Kelly’s Skype interview with BBC News started just like any other video news clip. That is, until a toddler jovially entered the room and began tugging at his arm. With more than 25 million views, its the news outlet’s most popular video yet.
2) Ping Pong Trick Shots 3
This video documenting Dude Perfect’s elaborate — and mesmerizing — ping pong trick shot is the group’s second most popular video to date.
#PingPong #Trickshots #DudePerfect
3) “INAUGURATION DAY” — A Bad Lip Reading of Donald Trump’s Inauguration
From the same channel that overdubbed scenes from movies like Twilight and Star Wars comes this comedic and fictitious lip reading of President Donald Trump’s inauguration ceremony. It’s one of the channel’s most watched video of all time.
#Inauguration #BadLipReading #Trump
4) Ed Sheeran Carpool Karaoke
Pop singer Ed Sheeran’s appearance on James Corden’s popular Carpool Karaoke Segment marks the third consecutive year the series has been featured on YouTube’s Rewind list. Last year, the Carpool Karaoke clip starring Adele claimed the top spot.
5) Top Music Video – Luis Fonsi – Despacito ft. Daddy Yankee
To the surprise of almost no one, the video for “Despacito” tops YouTube’s year-end rankings of the most popular music videos of 2017. The collaboration between Luis Fonsi and Daddy Yankee has logged nearly 4.5 billion views, the only video to surpass the 4-billion views threshold.
#Despacito #LuisFonsi #TopMusicVideo