THE 16 BEST SOCIAL MEDIA CAMPAIGNS FROM 2013
1) BMW – BMW 4291 Eli
The 19 engined, 42 wheeled, three steered & drived, trunked full of toys BMW 4219 Eli
Date: 02/06/13 Agency on Record: Internal
We’re based in the Motor City so we know how hard it is to get a major automaker to design a 4-wheeled custom car for you. That didn’t stop Eli from asking BMW to design him a car that had 42 wheels.
BMW could have ignored Eli’s simple request without penalty. Instead the automaker responded to Eli by creating a custom rendering of a 19 engine, 42 wheel, three driver, BMW 4219.
Read the full story over on Jalopnik.
2) Lay’s Potato Chips – Do Us a Flavor (Sriracha, Chicken & Waffles and Cheesy Garlic Bread)
Date: 02/13 AOR: Energy BBDO, Xi Chicago
“Do Us A Flavor” invited users to submit ideas for a new potato chip flavor on the Lay’s Facebook page. Lay’s saw everything from Bacon Jalapeño to Grilled Cheese. The three best flavors were actually sold in stores, and fans could vote on their favorite so it could stay on shelves permanently.
By the end of the campaign Do Us A Flavor had generated:
- 3.8 million submissions.
- 4.9 billion PR impressions.
- Over 1 billion fb impressions.
- 12% increase in sales.
It’s impressive that Frito Lay’s was willing to take a risk of that magnitude, and it paid off tremendously.
3) Wendy’s Tweet at Buzzfeed
Date: 2/26/13 Agency on Record: VML
Ever since signing VML, Wendy’s has seen a dramatic improvement in their social media presence. Social Media Today even awarded Wendy’s the Best Turnaround Story of 2013.
4) Somersby Cidar – The Somersby Store
Fold7 did a great job timing the release of their apple cider client’s campaign during the peak of Apple’s spring excitement. The original spot premiered during a primetime England football match. The campaign went on to generate over 1 million impressions in the first month.
5) Dove – Real Beauty Sketches
Date: 4/14/13 Agency on Record: Ogilvy & Mather
Dove’s Real Beauty campaign initially launched in 2006 and has been making waves ever since. In the spring of 2013 Ogilvy added another success to it’s stable with this Dove: Real Beauty Sketches short film.
The video generated nearly 60 million impressions for the Dove brand in the first 60 days. The short then went on to earn Ogilvy the Titanium Grand Prix at Cannes Lions in addition to an Integrated Gold Lion.
6) Hello Flo – The Camp Gyno
Date: 7/28/13 Agency on Record: Internal
The fact that Hello Flo created this campaign internally is truly impressive. Subscription box provider Hello Flo gained instant social presence with their ability to delicately navigate sensitive subject matter with humor and endearment. The long-form spot generated an impressive 6.5 million views and 25,000 upvotes to date.
7) Guinness – Friendship
Date: 9/3/13 Agency on Record: BBDO New York
Campaigns evoking positive emotions did very well in 2013 and this wonderful 60-second spot for Guinness was no exception. Created by BBDO New York, the spot dominated all other beer commercials in the 3rd quarter of 2013 according to Ace Metrix. The brand scored 30 percent higher than it’s competitors during the quarter.
8) Chipotle – The Scarecrow
Date: 9/11/13 Agency on Record: CAA Marketing/Moonbot Studios
Chipotle, took it’s successful creative formula of creepy song cover, animated short and powerful message about food to another level in their 2013 campaign ‘The Scarecrow.’ The campaign features a powerful animated video featuring Fiona Apple’s cover of Pure Imagination. The video (which generated over 10 million views to date) was just the start.
Creative agency Moonbot Studios worked with CAA Marketing and Chipotle to create The Scarecrow game, available on Android and iOS, which has since generated a 4 star rating accross 172 reviews.
9) Go Pro – Fireman Saves Kitten’s Life
Date: 9/25/13 Agency on Record: Internal
This ad, created by GoPro from an original video produced by Vegan Films, completely won the internet the week it was released. The video surpassed the next best brand spot by 12 million views. It’s no surprise really, because kittens.
10) Europ Assistance IT - Protect Your Life
Date: 10/1/13 Agency on Record: M&C Saatchi Milan
A submarine breached through a street in Milan this past October — or so it would seem. The stunt was orchestrated by M&C Saatchi Milan on behalf of their client Europ Assistance IT.
The experiential campaign included a live performance complete with emergency workers and an escaping submarine crew. The Drum has reported that the campaign has generated over 4 million media impressions. Check out the gallery over on HuffPo.
11) Heineken – Departure Roulette
Date: 7/18/13 Agency on Record: Wieden + Kennedy
Would you be willing to forgo your travel plans at the push of a button? Heineken invited travelers at JFK Airport to change their plans and board a plane to a surprise location for their Departure Roulette campaign. To date the campaign has generated over 10 million views on YouTube, over 5,000 tweets, and over 7,000 Facebook likes.
12) Crest – Halloween Treats Gone Wrong
Date: 10/20/13 Agency on Record: Publicis Kaplan Thaler
In probably the meanest campaign on this list, Crest and Oral-B worked with agency Publicis Kaplan Thaler to torture children. The children were given vegetable flavored candies to expose what “a world without candy” would be like. The campaign generated nearly 4 million views in under 3 weeks.
13) Volvo Trucks – The Epic Split
Date: 11/13/13 Agency on Record: Forsman Bodenfors
Who says B2B can’t do social? Volvo Trucks took months planning this Jean Claude Van-Damme/Enya spot and it paid off tremendously. The campaign has generated over 1.3 million Facebook Likes to date, and over 61 million views on YouTube. That’s more likes than some of our top campaigns have views.
14) Kohls – Show Your Joe
Date: 11/15/13 Agency on Record: Draftfcb
Kmart and agency Draftcb pushed the limits of appropriateness in 2013, starting with the successful “Ship my Pants” campaign in April. Agency and client continued to push the limits with this risqué collaboration with Joe Boxer. According to VidIQ the YouTube video has a True Engagement Rate of over 10%, not bad considering the campaign has over 16 million views.
15) Westjet – Christmas Miracle
Date: 12/8/13 Agency on Record: Studio M
It seems that this Toronto based airline company wanted the holidays all to itself. What this campaign lacks in big-budget production value, it more than makes up for in spirit. Canadian airline carrier Westjet teamed up with the agency Studio M for this successful spot. The campaign already has over 3 million views since launching 11 days ago and is on track to hit 1 million facebook likes by Christmas.
16) Coca Cola Life – Parenting
Date: 12/3/13 Agency on Record: Del Campo Saatchi & Saatchi/Santo Buenos Aires
This international spot for Coca Cola Life in Argentina has been captivating the social media airwaves since it launched a couple weeks ago. It’s no surprise, videos evoking strong positive emotions have done well all year. So far this video has generated over 4 million views, or about 5,000% better than Santo’s average of 840 views/video.
What did we miss?
There were tons of breakout social media campaigns, too many to list them all. Let us know in the comments which ones were your favorites from 2013!
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