3 Must Read Case Studies

Companies are using social media campaigns to revive brands, increase their visibility and move sales. Various brands have resolved to use media like Youtube, Twitter and Facebook to create interactive and innovative campaigns. These corporations have diverse objectives when it comes to launching social media campaigns. These may include increasing brand awareness or gathering support for sustainability courses. Regardless of the goals of using such initiatives this article examines 3 successful social media campaigns.


Gap collaborated with Groupon to market 50 USD worth of apparel for half the price throughout the United States. By the end of the campaign Gap sold close to half a million groupons and generated approximately 12 million USD. This was the first time Groupon had teamed up with a national brand. For Gap it was a deal that brought in new customers and a lot of cash. According to Gap’s Media Director the company was aiming to reach out to customers in a way that integrates into their day to day life. The other social media campaigns of Gap such as its deals on Foursquare are focused on building an online community.


AOL has operated Lifestream (its social media site) for more than two years. The company hired the site’s ambassador, a position that has been described as one of the best decisions made by the company in recent times. In addition to having a cozy apartment the ambassador can attend all AOL’s events and concerts on postpaid VIP access. The company used an interactive and extensive social media hiring process in addition to the traditional mix of interviews and resume. The work of the ambassador is to target fans with updates. AOL is attempting to reinvent its “cool” brand. Instead of spending million’s in commercials featuring celebrities, AOL decided to use a service that would reach out to the target market in a felt way. Coming up with a position that is supported by the votes of its fans has helped to bring more attention on the product, create a loyal community and get people excited about the brand.


Led by Howard Schultz, Starbucks has been pursuing several successful social media campaigns in diverse networks. The coffee maker offered free treats to customers on Tax Day through Twitter in addition to the free pie day and mayorship pacts on Foursquare, that were promoted via Facebook and Twitter.
When coming up with a promotion it is essential to focus on products that need to be featured. Instead of adopting blanket deals, the company decided to lay emphasis on products that require improvement to move sales. For instance on free pie day Starbucks was seeking to promote its non-coffee offerings, the mayorship deals are aimed at introducing new products by providing discounts to customers, and the Tax Day promotion was to enhance recycling which is an integral part Starbuck’s sustainability objective.
The early entry into Twitter and the use of promoted tweets has positively featured on Starbucks and increased its visibility on social media. The opportunity has assisted Starbucks to target more people who want to spend their money on premium quality coffee.

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