Three Brands Get Social Media Savvy
When it comes to new ways of marketing, many consumer goods companies often don’t know where to start. It is known that consumers are everywhere and traditional forms of advertising are fading as more non-traditional marketing vehicles emerge, so companies must adapt and change to compete in this social world. Combing through recent headlines, CGT highlights major new marketing wins from three brands in the industry that are getting it right:
1. Sharing the Love
Since 1972, Snapple (www.snapple.com) has been made with the best stuff on Earth, winning the hearts and taste buds of consumers through its wide variety of refreshing and unique flavors. Born in Brooklyn, the brand has won a special place in the hearts of New Yorkers, and this year Snapple rallied its hometown fans to share their love with the rest of the country. The brand asked people from coast-to-coast to share why they love Snapple online with the hashtag #LOVESNAPPLE.
“We are so fortunate to have the best fans on Earth and want them to be front-and-center in helping spread the love of Snapple across the country,” said Brent Chism, director of Marketing, Snapple.
With the rest of the country joining New Yorkers in the Snapple love-fest, the brand wanted to benchmark consumer-centric Snapple stats — specifically the variation of flavor preferences by region. A recent Snapple study found that while Snapple enthusiasts in New York and the East Coast are all about Lemon Tea (25 percent), the South (30 percent) prefer Kiwi Strawberry, while Midwesterners (29 percent) and West Coast folks (30 percent) love Peach Tea the most.
To learn more about the Dr Pepper Snapple Group brand, check out the hashtag #LOVESNAPPLE on social and online channels to read all the reasons why real people love Snapple.
2. A Fashionable Network
Candie’s (www.candies.com) recently launched its spring/summer 2015 marketing campaign exclusively on the social media network, Instagram. Candie’s will utilize the social media platform and its mass influence in the fashion space to expand its reach to its millennial customers. The Candie’s campaign will reach over 40 million people through Instagram’s user engagement and additional print advertising. The creative will feature fashion blogger Shea Marie of the website, “Peace Love Shea.” Shea’s digital reach, which is over 3 million impressions per day, coupled with her high fashion credibility, targets the campaign to a social media savvy and fashion conscious consumer. This is the first time the Candie’s brand will feature a fashion blogger in a marketing campaign.
The campaign creative showcases Shea self-styled in head-to-toe Candie’s looks from the latest spring/summer collection available exclusively at Kohl’s nationwide and Kohls.com. In addition to launching on Instagram, the multi-media campaign will roll out in May issues of fashion and lifestyle magazines such as Teen Vogue and Us Weekly as well as online.
Dari Marder, CMO, Iconix Brand Group, Inc. stated, “We are continuously looking for engaging ways to reach our core demographic. By partnering with Instagram, we are able to micro-target this campaign to reach our consumers on a platform that they are virtually living on every day. Shea is a leader in the fashion blog space and we are thrilled to be able to partner with her for this campaign, which is a first for Candie’s.”
3. A Marketing Movement
On Feb. 1, 2015, the P&G brand, Always (www.always.com) took its #LikeAGirl campaign to the big stage — Super Bowl XLIX — sparking a movement with viewers around the world to champion girls’ confidence.
The spot helps shed light on the power of words, and how the common phrase “Like a Girl” is often used as an insult, which can effect girls’ self-confidence.
The response to the spot exceeded all of the brand’s expectations. Hundreds of thousands — including notable celebrities and large corporations — used the #LikeAGirl hashtag and joined the movement. Countless individuals took the time to show their support for young girls everywhere by sharing what they do #LikeAGirl.
Always #LikeAGirl was named the runner-up for Super Bowl ads by USA Today. And many stories continue to highlight Always as one of the ads that really broke through during the Super Bowl and beyond — especially as measured by online and social popularity.
“‘Like a Girl’ saw the most total (social) mentions, with over 400,000. And people didn’t just talk about it, they loved it: 84 percent of those mentions were extremely positive. Several ads made a splash tonight, but there was no topping girl power,” according to, Adobe Marketing Cloud, Top 10 Post-Game Performers.
The #LikeAGirl spot aimed to make the phrase mean amazing things — a natural fit with the brand’s mission to empower women worldwide, and help girls sustain self-confidence. But the brand says the way it resonated with viewers around the world, inspiring them to take action and join P&G in supporting girls’ confidence, is the most it could have asked for.
1. Sharing the Love
Since 1972, Snapple (www.snapple.com) has been made with the best stuff on Earth, winning the hearts and taste buds of consumers through its wide variety of refreshing and unique flavors. Born in Brooklyn, the brand has won a special place in the hearts of New Yorkers, and this year Snapple rallied its hometown fans to share their love with the rest of the country. The brand asked people from coast-to-coast to share why they love Snapple online with the hashtag #LOVESNAPPLE.
“We are so fortunate to have the best fans on Earth and want them to be front-and-center in helping spread the love of Snapple across the country,” said Brent Chism, director of Marketing, Snapple.
With the rest of the country joining New Yorkers in the Snapple love-fest, the brand wanted to benchmark consumer-centric Snapple stats — specifically the variation of flavor preferences by region. A recent Snapple study found that while Snapple enthusiasts in New York and the East Coast are all about Lemon Tea (25 percent), the South (30 percent) prefer Kiwi Strawberry, while Midwesterners (29 percent) and West Coast folks (30 percent) love Peach Tea the most.
To learn more about the Dr Pepper Snapple Group brand, check out the hashtag #LOVESNAPPLE on social and online channels to read all the reasons why real people love Snapple.
2. A Fashionable NetworkCandie’s (www.candies.com) recently launched its spring/summer 2015 marketing campaign exclusively on the social media network, Instagram. Candie’s will utilize the social media platform and its mass influence in the fashion space to expand its reach to its millennial customers. The Candie’s campaign will reach over 40 million people through Instagram’s user engagement and additional print advertising. The creative will feature fashion blogger Shea Marie of the website, “Peace Love Shea.” Shea’s digital reach, which is over 3 million impressions per day, coupled with her high fashion credibility, targets the campaign to a social media savvy and fashion conscious consumer. This is the first time the Candie’s brand will feature a fashion blogger in a marketing campaign.
The campaign creative showcases Shea self-styled in head-to-toe Candie’s looks from the latest spring/summer collection available exclusively at Kohl’s nationwide and Kohls.com. In addition to launching on Instagram, the multi-media campaign will roll out in May issues of fashion and lifestyle magazines such as Teen Vogue and Us Weekly as well as online.
Dari Marder, CMO, Iconix Brand Group, Inc. stated, “We are continuously looking for engaging ways to reach our core demographic. By partnering with Instagram, we are able to micro-target this campaign to reach our consumers on a platform that they are virtually living on every day. Shea is a leader in the fashion blog space and we are thrilled to be able to partner with her for this campaign, which is a first for Candie’s.”
3. A Marketing MovementOn Feb. 1, 2015, the P&G brand, Always (www.always.com) took its #LikeAGirl campaign to the big stage — Super Bowl XLIX — sparking a movement with viewers around the world to champion girls’ confidence.
The spot helps shed light on the power of words, and how the common phrase “Like a Girl” is often used as an insult, which can effect girls’ self-confidence.
The response to the spot exceeded all of the brand’s expectations. Hundreds of thousands — including notable celebrities and large corporations — used the #LikeAGirl hashtag and joined the movement. Countless individuals took the time to show their support for young girls everywhere by sharing what they do #LikeAGirl.
Always #LikeAGirl was named the runner-up for Super Bowl ads by USA Today. And many stories continue to highlight Always as one of the ads that really broke through during the Super Bowl and beyond — especially as measured by online and social popularity.
“‘Like a Girl’ saw the most total (social) mentions, with over 400,000. And people didn’t just talk about it, they loved it: 84 percent of those mentions were extremely positive. Several ads made a splash tonight, but there was no topping girl power,” according to, Adobe Marketing Cloud, Top 10 Post-Game Performers.
The #LikeAGirl spot aimed to make the phrase mean amazing things — a natural fit with the brand’s mission to empower women worldwide, and help girls sustain self-confidence. But the brand says the way it resonated with viewers around the world, inspiring them to take action and join P&G in supporting girls’ confidence, is the most it could have asked for.