Silver Linings Social Media Playbook: Ad Campaign Do's and Don'ts
In 2017, Wendy's viral tweets changed the course and set the standard for social media marketers everywhere.
With a consistent and infallible tone, sense of humor, timely and relevant commentary on pop culture, and community, Wendy’s paved the way for other Brands to find their unique spark on social media. Wendy’s social performance still ranks high on X, Instagram, and Facebook, so there are lessons to be garnered from this trailblazer. One huge lesson is how originality and consistency can lead to Brand loyalty and almost a cult following.
But what other social media campaign examples are out there? When thinking about “the best example,” who owns the social media spotlight today?
What other Brands are making waves on social media?
To be clear, not all waves are good. Whoever said bad press is still press may not have had a taste of Pepsi’s “Live for Now” ad in 2017. Waves can be bad, that’s how we get natural disasters. And nothing is more of a disaster in the marketing world than an ad that lacks sensitivity, authenticity, thorough research, and ends up costing you millions of dollars.
We know it’s been awhile and the Pepsi example is a bit old, but was the message learned? Flash forward to 2023, luxury fashion brand Balenciaga got knee deep with their teddy bear campaign that was a little too close to BDSM.
What can we learn from this tsunami? Inappropriate imagery, lack of messaging, and tone deaf campaigns will lead to backlash.
How do you recover? Immediate apologies…Which doesn’t cover the financial impact or damage to Brand reputation.
We all make mistakes though. Brands want to stand out, make a difference, have a strong message, and be memorable. And sometimes you make a smart move like a clever roast in a comment that lets you ride that wave for a decade. Other times, that bold move comes with repercussions…millions of dollars worth.
But before we let history repeat itself…How can we learn from the past and also the present?
Which Brands are making a splash now?
Here is a list of Brands making waves on social media platforms like TikTok, X, Instagram, and Facebook and why they stand out:
Chipotle - Optimizes trends and challenges to engage younger audiences and maintain relevance. Check out Chipotle’s TikTok.
Gymshark - Utilizes Brand influencers to connect with and build a community of fitness enthusiasts. Check out Gymshark’s TikTok.
Dunkin' - Also leverages influencers and relatable content. Check out the Dunkin’ TikTok.
Fenty Beauty - Features user-generated content to reach a wider audience and promote inclusivity and diversity. Check out the Fenty Beauty TikTok.
Nike - Focuses on powerful storytelling to create an emotional connection with the Brand. Check out the Nike TikTok and Instagram.
National Geographic - Pairs captivating visual content with educational storytelling to draw audiences in. Check out National Geographic’s TikTok and Instagram.
Wendy's - Maintains a playful and witty demeanor with competitors and audiences that has everyone involved and on the edge of their seat. They are X royalty.
Ben & Jerry’s - Blends product promotion with cause-driven marketing. Check out Ben & Jerry’s Instagram.
Starbucks - Highlights the people of the organization all the way to the baristas, as well as the impactful environmental efforts. Check out Starbucks’ Instagram and Facebook.
GoPro - Highlights user-generated content as well to pair with compelling and relatable storytelling. Check out GoPro’s Instagram.
This list is full of innovative Brands succeeding in marketing because they understand their audiences, create engaging content, and leverage platform-specific strategies.
We selected a few additional favorite Brands we thought stood out because of their strategic approaches to social media:
Duolingo
The impact and rise to fame that Duolingo is experiencing feels very similar to Wendy’s.
A language app discovered who they are and how they would exist on TikTok, and now every other Brand is trying to catch up. It started with an eager social media manager commenting on popular videos, and now the mascot has taken over our feeds and hearts. Pair clever comments with humorous campaigns that take on competitors like Google, and you’ve earned yourself an engaged following who is excited to see what comes next. Like featuring the Owl’s butt on a SUPER BOWL COMMERCIAL. The audacity, the boldness, the right kind of risk taking.
Check out Duolingo’s TikTok here.
Netflix
Netflix is comparable to Wendy’s across accounts with their consistent and relatable voice, user-generated content, real-time engagement, humor, and strategic campaigns. They are timely, present, and playful, and they optimize their show material, for example showcasing behind the scenes moments to humanize and connect with their audience. Their social accounts utilize memes appropriately for humorous engagement and commentary. Netflix also stands out for their creative use of partnerships for Brand launches like partnering with New Coke for the launch of the 80’s inspired show Stranger Things season 3.
Nutter Butter
This Brand’s social presence is weird - which is why we love it! The thing about Brands who perform well is that they know themselves well, they know the audience that resonates with them, and they aren’t afraid to commit hard. Nutter Butter’s numbers on social platforms are not as strong as their cookie competitors at Oreo, but they do the unexpected, they leverage quirky vine energy which younger audiences lose their minds over. This approach is worth noting and worth learning from - does your Brand know itself?
Check out Nutter Butter’s Instagram.
Teletubbies
Okay - hear us out. No one at Setup watches Teletubbies anymore…so why are we following them on Instagram? Because they surprise us. The Teletubbies Instagram account is clever, goofy, and quick on their feet. Similar to the vine energy that Nutter Butter has mastered, Teletubbies has made themselves relevant on social media to their original consumers by optimizing their Brand voice. Teletubbies has 1 million TikTok followers compared to the now kid fan favorite Bluey with 3 million, but it feels like Teletubbies is catering to their fans from the 90s, AKA the now parents. If parents find these quirky characters approachable, they’re more likely to feel nostalgic and introduce their children to the kid-sun-filled world.
Check out Teletubbie’s Instagram.
MoonPie
Lastly, this delicious treat - MoonPie. Like the Brands noted before it, MoonPie rose in the ranks because of its unique Brand voice. They are creative and engaged, and you bet when anything space related happens, we visit their page to see what they have to say about it.
Check out MoonPie’s X account here.
So what are the takeaways here?
DO: Be original and OWN it. Commit and commit hard to who you are as a Brand. Even if it means showing an Owl’s butt to millions of viewers.
DON’T: Punch down. DO your due diligence to understand why your message may be off putting. Research, focus groups, getting different voices with different backgrounds and experiences to share their thoughts on a major campaign may help save you money in the long run.
Sometimes all it takes is a few social media comments to figure out what your Brand voice is/should be that will inform your strategy and how you show up for years to come. So if you are feeling stale, take that risk and be bold, be weird, be sensitive, and tell your Brand’s story.
Setup CEO + Founder, Joe Koufman, spoke with Ben Boyd, the Chief Communications Officer at Chobani, about designing your own career path, the importance of empathy and understanding as a leader, and more.