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8 Creative Social Campaigns & Ideas fromAgenciesBy Anna Washenko on March 21, 2015

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Advertising

From cereal to celebrities, agencies represent many things for many brands. But it

all begins with having a clearly articulated market position of their own. With that

in mind, we took a look at eight agencies with meaningful mantras that have

guided the way for some killer campaigns and innovative ideas for clients of all

shapes and sizes. We hope this list will inspire you to think of social as more than

a tactic but as a holistic approach with a strong vision and voice.

1. Vayner Media

Markets: Los Angeles, New York, San Francisco

Mantra: “Micro-content”

Major brands: GE, Dove, Ritz Crackers, Sonic

Vayner Media’s hallmark is its treatment of micro-content, which is its term for

targeted native social content. Many brands have been slow to tackle Vine,

but Vayner did so with aplomb for GE. The #6SecondScienceFair

campaign caught our eye when its educational loops first appeared online. The

project spanned Vine and Tumblr, with the goal of creating interest in science and

building GE’s reputation as an innovator. It also showed Vayner’s push for brands

to be more daring with new platforms.

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Metrics for GE’s #6SecondScienceFair Vine Campaign:

600+ user-generated videos345 percent follower growth253,800 engagements

2. Huge

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Markets: US: Atlanta; Brooklyn, N.Y.; Los Angeles; Portland, Oreg.; San Francisco;

Washington. Global: Colombia, London, Rio de Janiero, Singapore, Toronto

Mantra: “Learn. Iterate. Launch.”

Major brands: TD Ameritrade, Samsung, Crate & Barrel, Audi

The international and interdisciplinary team at Huge created a big social win for

TD Ameritrade by tying the brand to the 2014 Winter Olympics. The project linked

the long process of personal investment to the effort that athletes put into their

training. The multifaceted It Adds Up campaign even took Huge staff to Sochi to

create videos, photos and other content about the athletes’ journeys.

Metrics for TD Ameritrade’s It Adds Up Social Campaign:

78,000+ uses of #itaddsup12 percent increase in overall social audience97 million brand impressions

Follow @tdameritrade, RT this post, and you could win this week’sgreat prize. #itaddsup http://t.co/3l7ONCklpvpic.twitter.com/ZfvYvEemIa— TD Ameritrade (@TDAmeritrade) January 18, 2014

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3. Manifest Digital

Markets: Chicago, St. Louis

Mantra: “Experience hacking.”

Major brands: Post Foods, Mattel, Hasbro

Manifest Digital frequently serves up delicious social campaigns for its cereal

brands. With a recent success for Honey Bunches of Oats, Manifest ran a

campaign with the tagline “50 Million Smiles and Counting,” which leveraged a

Facebook coupon app to increase fan interest. It also incorporated testimonial

videos, images and quotes from fans to share across Facebook and Instagram.

This multidimensional approach kept the Honey Bunches of Oats’ social channels

full of fresh content for fans to enjoy.

Metrics for Honey Bunches of Oats’ Facebook Campaign:

162,000 new fans—a 721 percent increase

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4. Laundry Service

Markets: Los Angeles; New York; Portland, Oreg.

Mantra: “Timely, fresh + crisp”

Major brands: Amazon, Michael Kors, Starwood Hotels & Resorts, essence

cosmetics

From its website with clever riffs on the standard household task to its data-

driven approach to strategy, it’s clear why Laundry Service has acquired so many

fans. One of its many successful clients is essence, a European beauty brand that

sponsored the Justin Bieber Believe Tour. Laundry Service created several

special social media events around the tour that encapsulated many types of

material, from user-generated content to sweepstakes. By using social media to

facilitate and promote these special experiences, the agency amplified interest

Honey Bunches of Oats added a newphoto.

196 Likes · 5 Comments · 1 Share

Comment

Food/Beverages · 538,449 Likes · April 19, 2013 ·

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both in the tour and the cosmetics company.

Metrics for essence cosmetic’s Justin Bieber Believe TourCampaign:

263 million brand impressions82,615 brand expressions35 percent of on-site activation through social

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5. InPulse Digital

Markets: US: Miami. Global: Buenos Aires, Montevideo, São Paulo

Mantra: “We create next level social media.”

Major brands: Rafa Márquez, Univision Interactive Media, Universal Music Latino

InPulse Digital specializes in the Hispanic and Latino markets, offering content

creation, social strategy and audience research to serve a wide variety of clients

—from major media brands to all-star athletes. In one of its most popular efforts,

the agency made over the social presence of Mexican soccer star Rafa Márquez,

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who has captained teams in four World Cups and played for the legendary

Barcelona FC club. The huge success in building up his following was a crucial

first step in making Marquez into a powerhouse on social media as well as on the

field.

Metrics for Rafa Márquez’s Social Media Makeover:

From 5,000 Facebook fans in 2013 to 14.3 million in 2014From 36,000 Twitter followers in 2013 to 1.2 million in 2014

rafamarquezmx • 1 month ago

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6. MMI Agency

Market: Houston

Mantra: “Do the right thing and do it well.”

Major brands: MD Anderson Cancer Center, Greater Houston Partnership, Shell

Houston Open, Perry’s Steakhouse & Grille

This Texas agency has made Lone Star clients a specialty, with several local

businesses and organizations on its roster. Perry’s Steakhouse & Grille is one

such company that benefited from MMI Agency’s social expertise. It expanded

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the brand’s social footprint to include Facebook, Twitter, YouTube, Pinterest and

Instagram through award-winning work. Thanks to MMI’s combined efforts in

social, media relations, email marketing and more, the social presence for the

once mid-sized restaurant business grew many times over.

Metrics for Social Expansion of Perry’s Steakhouse & Grille:

80,000+ Facebook Likes3,394 Twitter followers

56,000+ check-ins

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7. Likeable Media

Market: New York

Mantra: “Getting results since before the invention of the ‘like.’”

Major brands: Auntie Anne’s, Pure Barre, Entenmann’s, Citrix GoToMeeting

There’s a lot of love behind Likeable Media. Helmed by a married couple, it made

its name offering content creation, content promotion and community

management. The agency’s smart, pop-cultural sensibility has boosted several of

its clients to social media success. One of its more striking images was created

for the Pure Barre fitness company, incorporating a lyric by Taylor Swift as

inspiration to join the company’s 100 Club. This demonstrated Likeable’s savvy

understanding of how social media requires both a thorough knowledge of

a brand’s character as well as a pulse on the latest cultural trends.

Metrics for Pure Barre’s 100 Club Social Campaign:

Perry's Steakhouse & Grille

Treat your special someone to a Valentine's meal at Perry's! http://bit.ly/1BV4Rno

70 Likes · 6 Comments · 1 Share

Comment

Restaurant/Cafe · 85,132 Likes · January 16 ·

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3,000 Facebook Likes90 Facebook shares1,300 Instagram Likes58 Twitter Favorites

Pure Barre

And we'll write your name.

2,995 Likes · 104 Comments · 92 Shares

Company · 199,346 Likes · January 9 ·

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8. Social Distillery

Market: Austin, Texas

Mantra: “We help you tell your audience what you’re all about, so they can tell the

world.”

Major brands: JW Marriott, Cisco Systems, MakerSquare, Burger Bar

Part of Social Distillery’s success is its ability to work with clients before, during

and after the launch of social campaigns. The agency introduced fellow Austin

startup MakerSquare to the social world with great success. Social Distillery

offered community management that focused outward, running several Twitter

chats that brought together leaders and professionals from the programming and

developer fields. It demonstrated the importance of relationships, not just

between brand and followers but also between brand and agency.

Metrics for MakerSquare’s Social Launch:

3,000+ percent increase in social community5 million impressions in first year on social29,000+ impressions from #MKSchat Twitter chats

Comment

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@Codecademy @Skillcrush @codeschool @treehouse All gettinglove from our female #webdev grads in our #MKSChat happeningnow!— MakerSquare (@MakerSquare) December 4, 2013

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ANNA WASHENKO

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Anna is a freelance writer in Los Angeles. Her rambling

thoughts can be found on Tumblr, while her very concise

thoughts can be found on Twitter.

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