A successful social marketing campaign is not just about taking a “trendy” problem and making a commercial or claiming something that is not true, as this would end up falling into reprehensible practices, such as greenwashing or purplewashing . To properly execute this type of marketing, you must take into account the following:
Know the problem: gender equality, reducing the carbon footprint, protecting civil rights… There are many social problems in our society that need to be solved, so the ideal is to choose one that aligns with your company's values and provide the right solution.
Consistency of message: it is not enough to talk about a social problem, it must also be done within your company. It is necessary that all employees identify with the chosen social cause for it to be coherent and effective. This will make it easier to develop external marketing actions and activities (advertisements, advertising campaigns, events, etc.).
Interaction with the audience: users are not only recipients of the campaign, but must be part of it, so it is necessary to listen to them and interact with them. The best way to achieve this is with actions through social networks that encourage community participation.
KPIs: You know the saying: “If you can’t measure it, you can’t fix it.” Just like any advertising campaign, social marketing actions must be measured and guided by a series of KPIs that show the united kingdom number data results obtained to identify which actions work best and which ones should be changed or eliminated.
Examples of companies that have been able to implement social marketing
On the occasion of March 8, the Spanish streaming platform, Filmin, created a campaign entitled "girls' stuff", which challenges the obsolete mentality that looks down on content created by women, precisely because it was conceived, developed and executed by a woman.
Girly stuff | Filmin
Volkswagen, the car company, used a cinema screen to recreate a typical car driving experience and sent a text message to everyone in the room to raise awareness about what happens when people use their mobile phones while driving.
Volkswagen's shocking campaign to prevent accidents caused by cell phone use #Sociahl
In 2015, Coca-Cola launched a campaign that sought to make visible the diversity of families that exist and respect them.
Coca Cola FAMILIES Advertisement 2015 Coca Cola Diversity Spot
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