Yesterday I read a very interesting article on AdWeek, which summarized the successful cases of mainstream foreign social media. This article is a monthly summary report based on the results of a research company called Unmetric. This research company has long been studying the "engagement level" of brand content on Twitter, Facebook and Instagram, which is also known as Engagement level in English. They score every brand content they monitor on a scale from 1 to 1,000. Here's what they saw with the highest scores, month-by-month.
“Ranch Chicken Rollup Bake” from Pillsbury in January
Pillsbury, a website that provides menus and meal inspiration, posted the following on Facebook in January, which got a lot of attention and discussion. The content is a new dish they developed. With just five ingredients and twenty minutes, you can cook a New Year's meal for your whole family!
Regardless of the actual content or participation figures, it should be considered a piece of cake for Chinese netizens!
Audi’s #TractionTuesday
Audi discovered that people like to post photos of their cars, so it launched a two-well campaign on Instagram. Invite everyone to post a photo with #TractionTuesday and it may be retweeted by Audi. Audi discovered that people like to share content about having fun with their cars in the harsh winter weather.
Well, Audi, you win, both in terms of insights and activity mechanics.
February Hyundai’s “First Date”
Hyundai launched four videos starring two celebrities during its Super Bowl campaign. One of them, starring comedian Ryan Reynolds, showed a father spying on his daughter on a first date with her boyfriend, which became a huge success online.
The new function of the car is GPS positioning, I remembered it.
#EsuranceSweepstakes by Esurance
Also during the Super Bowl, low-cost insurance company Esurance launched a "chicken wings" event with a reposted raffle pictured below. To put it simply, this picture tells you, don’t eat chicken wings when watching the Super Bowl, wipe your hands clean and repost it, and you may get a bonus of $250,000!
This bonus amount is really tempting, but I don’t understand the mechanism a bit.
#ShareYourEars by Disneyland
Disneyland USA launches the "Share Your Ears" campaign. As long as you upload a photo with Mickey Mouse ears on Facebook, Instagram or Twitter (some users use flowers as ears, some use balls) with specified double-well content, Disney will donate five dollars to charity. !
I won’t show the video, you can imagine it for yourself. This donation is one of the most sincere donations I have ever seen.
"Extra Mile" by Domino's DXP
Domino's pizza delivery service has customized a delivery car with an oven inside! This one is certainly worth mentioning and worth watching. It can be considered a sincere delivery service. !
“Girl Emojis” from March Always
After the very successful and famous "Like a Girl" campaign, Always once again launched the inspirational marketing campaign "Girl Emojis" for girls. The video interviewed girls about their thoughts on the animated girl emojis that are now built into their mobile phones, and asked them to tell everyone what they would look like if they were to say the emojis themselves.
I'm not satisfied with boys either. This actually has little to do with men and women. Ha ha
Microsoft's "What are you going to make?"
Microsoft, with help from McCann Advertising, launched a successful campaign targeting girls during International Women's Day. They interviewed a group of tech-loving girls via video, and when asked what they knew women had created, they were stuck. Microsoft wants to remind everyone that not everything is created by man.
It proves that China is not the only country celebrating International Women’s Day. In addition, girls who like technology are also very interesting.
Nike Basketbal’s #MambaDay in April
According to the data, the most retweeted content throughout the year: Nike Basketball’s tweet when Kobe Bryant retired, which was retweeted overseas by fans. I quite like this copywriting too.
"Hammer's Toolbox" by Command
3M's adhesive hook brand that allows hanging objects without damaging the wall hired MC Hammer to create this very unique advertisement, which is known as the best spokesperson advertisement in the United States. The main reason is that the protagonist MC Hammer once released the song "Don't Hurt" in the 1990s, which is consistent with the theme of this promotion. This meme feels like we all think of it a lot when we think of advertising ideas, but Command does it.
#LoveAtFirstTaste by Knorr
Knorr, a well-known food brand owned by Unilever, has launched an interesting video content. On a blind date, two strangers are asked to taste the same food to see if they feel the same. Through this small test, they can see whether they can increase the romantic index.
May JetBlue’s “FlyBabies”
On Mother's Day, low-cost airline JetBlue launched its "Baby Flyer" program. They want to convince all adult passengers to show some love to the crying babies in the cabin. How to do it? If a baby starts fussing, they offer passengers 25% off their next ticket.
This is a real insight, a good idea, and the world should have more love.
Diet Coke’s “Taylor Swift Award”
Diet Coke's tweet congratulating Taylor on winning the Taylor Swift Award at the BMI Pop Music Awards (an award that is no surprise at all) received the most replies in 2016. Well, you win.
June Nintendo’s “Legend of Zelda”
Nintendo tweeted a prize for the "Legend of Zelda" game, which received many, many retweets and likes. praise! hehe
"The Switch" by Nike
W+K made a video for Nike Football. The little boy and Ronaldo changed their bodies. It was such a wonderful movie and really worth watching. The most embarrassing thing is that the little boy turned out to be the best player in British history. (It would be equally interesting if this happened in China)!
Red Bull’s “Race to the top of a bridge” in July
One of Red Bull’s videos has received more than 70 million views and more than 700,000 interactions on Facebook. This video documents the process of two free-solo climbers trying to climb a very high bridge, with many failures and falls.
"The Anthem" by Samsung
Samsung's blockbuster film for the Olympic Games strung together the national anthems of many countries into a large MV. Personally, I think it’s quite exciting. I shared it before when I was taking stock of the best marketing for the Olympics, so I won’t repeat it here.
"Galaxy Note7: Official Introduction" by Samsung Mobile in August
This official introduction video of Samsung Note7 has been highly viewed and forwarded as soon as it was released on Youtube. Unfortunately, a month later, negative news such as explosions and fires continued to spread, making the success of this video seem a bit ironic.
"Unlimited You" by Nike
To be honest, by the time I write this article, I have lost my expectations for foreign brand content and social media promotion. After watching this video, I feel like I have come alive. What a wonderful video, it must be worth watching. It is interesting, humorous, and has many big-name guest stars, and it expresses the spirit of sports vividly: Nike's "You Without Boundaries"!
"Damn Daniel" by LG USA Mobile in September
In February 2016, a video called "Damn Daniel" suddenly became popular abroad. This video was just about a boy who was in school and was filmed by his friends. He kept shouting "Damn Daniel" in the video, but he became famous out of boredom. The logic is a bit like "Blue Skinny Fresh Mushroom". In September, LG used this video to promote its new mobile phone V20, inviting the protagonist to shoot a video. It's a bit of a ghost and a spoof, worth watching.
Airbus #A350
Airbus taught us what "applied bionics" is with a clean picture. Nice wings made for nice results. This image is a great example of B2B content.
October Nike’s “Worlds collide”
Nike (Nike again!) invited Italian World Cup champion and well-known Sneaker enthusiast Marco Materazzi to shoot an affectionate video about how much he loves Michael Jordan and basketball. As a result, this Instagram became the most loved brand content of the year.
Sprite #WannaSprite
The fifteen-second commercial that Sprite asked LeBron James to help shoot didn't go viral, but this commercial composed by Lil Yachty became a hit. The key is that the content didn't say anything. After playing the piano, he picked up a Sprite and drank it. Which one is more powerful, the football star or the singer?
#InterstellaPartyIsHere by Cadbury Dairy Milk India
Cadbury Chocolate India posted a content on Facebook using the image of a crazed alien from one of the most popular viral videos abroad in 2016. This piece of content received the most likes.
#BusterTheBoxer at John Lewis UK in November
John Lewis department store's Christmas film causes the biggest internet sensation every year. This year is no exception. I believe everyone has seen this video of jumping on a trampoline. Data shows that this is the most forwarded brand video throughout the year.
"A Priest and Iman meet for a cup of tea" by Amazon Prime
Amazon tells the story of the encounter between a pastor and an imam through a short film. In this season of warm gatherings, all gifts and expressions have nothing to do with religion. The story is beautifully told and impressive.
"Giveaway" by Tarte Cosmetics
If you’re going to give a gift, give it a big one, and Tarte Cosmetics proved this with an Instagram post. The idea of using a suitcase full of beauty products as gifts to support your own "travel" theme promotion is not only simple, but also full of temptation.
"Melt" by Bookhoo.com in December
Vipshop and Mogujie Boohoo in the English world also made simple and straightforward Facebook posts with a high number of engagements. There is a shoe covered in ice in the post. All comments can heat up the environment. If you happen to leave a message at the moment when all the ice melts, you can get this pair of shoes.
It looks interesting, but I still haven't figured out the implementation. I'm going to research it on Facebook later.
“The Mannequin Challenge…with a twist” by Dove
The dummy challenge has been very popular recently by a group of young idols and Korean stars, but no matter how you play it, it is not as meaningful as Dove's gameplay. Dove consumers really challenge the fake people in the windows and want to tell these fake people that you are not beautiful enough and you are capable like us!
The above is the most engaging foreign brand content produced last year. I feel that the situation in terms of content output on social media is similar at home and abroad. Reposting lottery is always the most popular and actionable mechanism. Content with celebrities and hot spots is equally popular. But in terms of originality, I feel that domestic brands do better. Many domestic films have aroused heated discussions on the Internet. Compared with foreign countries, there seems to be not so much original content based on the Internet, nor is it that good.
No matter what, it is best to know yourself and your enemy. After reading the above, I hope it will help you with creative inspiration throughout the year.
The above is a joke for colleagues.
