Unwrapping Social Media Campaigns


sharesContent Amplification with Shares on Social media has grown by 27 percent in 2015 over 2014, making audience engagement with shareable content a priority for publishers and brands. Likes and comments make for 86 percent of the overall social media actions.  Social Media posts sharing grew by  27 percent as compared to likes and comments that grew by 14 percent YOY, making shareable campaign content as a lead engagement tactic for Holiday season. Brands that are active with festive themed campaigns evoke emotions from consumers that is viewed as one of the key motivators for content sharing according to a study by Shareablee.


Brand Content that prioritizes shareability increases engagement and awareness for Brand Campaigns. Coupling the Brand content with moments that matter for the mobile millennials can boost activation for your brand resulting in greater sales and conversion. Retail Brands social media “post shares” grew by 66 percent ahead of Media publishing, however, accounted for 4 percent share of voice amplification, compared to 38 percent share of voice amplification for publishing.

Though campaigns that feature influencers and user-generated content are likely to be amplified more, brands have seen a similar amplification with use of more popular themes such as Star Wars toys and content that gets reposted as a regram with a popular holiday linked theme. The content that is most likely to be shared is seen to help audiences with Discovery, has utility or evokes an emotion.


BuzzFeed Food one of the top ten publishers, grew by 31 percent over 2014 in the first three-quarters after Fox News and BuzzFeed Video, primarily with recipes led content and engaging content formats.





Macy’s Strategy for Holidays has something for everyone on Social Media, right from an Ugly Sweater party to a Hover-board.

According to a Shareablee Study, analyzing Social Media posts for 2015, Media and Entertainment and Media Publishing dominated social media  in the US with 1.7 billion and 1.2 billion total shares from January to November 2015, respectively. The media and entertainment category is led by Fox News with more than 37.8 million shares, while BuzzFeed Food tops the media publishing category with 44.5 million shares.

Brand Content makes for 11 percent of all Social media actions. According to the study, “Year to date in the U.S., brands have published 14.1 million posts on Facebook, resulting in 32 billion actions (likes, comments, shares) with consumers, of which 11 percent involved sharing of a brand’s content”.

As per Shareablee CEO Tania Yuki, “Shares of brands’ content on Facebook have grown by 30 percent year to date compared to 2014, and this has driven increased impressions, affecting brand awareness. Understanding what content consumers share on social media can help marketers reach more audiences while also being more efficient with their social spend.”


Macy’s Social Media campaign engage the holiday shopper with campaigns that are targeted at different segments right from teens to beauty and fragrances shoppers, with a chance to be featured on Macy’s site. Macy’s social media engagement for November was one of the highest among Retail Brands with over 580,000 actions on Facebook, Twitter, Instagram, Tumblr and YouTube from 15.4 million fans and followers.

As per Shareablee, one of the key drivers for social media engagement is emotions. The emotions that inspire shares for genders may vary with happiness for women and excitement for men. According to Shareablee the key drivers for Social Media engagement, are:

Social proof, Emotions, Utility and Storytelling


Macy’s Social Media engagement across segments with  an emotive theme, engages audiences with inspiring gifting ideas. In a campaign featured by Shareablee, where social media engagement, was based on personal stories with User Generated Content drove 61 percent of social media actions.

Christmas-Gift-Boxes-13 Unwrapping Macy’s Brand Content Box

Segmenting your audience and engagement based on inspiring gift ideas makes for a more engaging campaign. For engaging audiences through the Holiday season Macy’s has combined social media engagement with brand activation idea such as ‘Ugly Holiday Sweater Party” in different venues for which the tickets can be obtained with Shopping at Macy’s.



Retail Brand Content Shares have grown by 66 percent ahead of Publishing and TV on Facebook and Twitter. Campaign Content that has been seen as shareable has led to actions that make for more than 50 percent of all social media actions for the brand.





Unwrapping Starbucks Brand Content Box

LildebbieStarbucks Social media engagement relies on making audiences look good with their peers by being in the know, which is one of the motivators for sharing content. Starbucks strategy of being someone for everyone makes for content that resonates on every occasion.



Unwrapping Kohl’s Brand Content Box


Digital Video and popular theme such as Star Wars can bring greater engagement, with content that is most likely to be shared. Kohl’s used storytelling approach making for the right holiday season engagement.

Kohl’s Activation Strategy on social media combined Call-to-Action on Social Media Posts for engagement and conversion.

Kohl’s has effectively used Brand Marketing approach, while engaging audiences with the popular “Star Wars” theme.

Little Debbie


Little Debbie partnered with The Peanuts movie to create exclusive offers with Peanuts and gang, creating one of a kind emotional engagement, that is likely to make content that strikes a chord with the target audience.


Debbierange Emotionaevo

Little Debbie’s engagement with products that are right for Christmas such as Christmas Santa Brownies with a site that features product locator, which helps audiences find the product that they are looking for and share the same on social media.


Unwrapping Little Debbie’s Brand Content Box


Little Debbie engages audiences with content with customized brand content complete with products that are just right to make your holidays special.



Walmart’s retailtainment strategy targeted at Gift shoppers with content centered around content usefulness make for an engaging Brand Content experience. From Holiday Stocking stuffers shoppable with Walmart gift guides to DIY ideas for entertaining, Walmart has the entire Brand content platter with engaging tunes belted out by Craig Robinson.

Unwrapping Walmart’s Brand Content Box


Walmart’s segmentation strategy that focuses on audiences who gift shop and entertain together with influencer posts, make for a cohesive content offering, that engages audiences with diverse interests.


For a List of Hundred ideas to inspire your Brand content, Click here.

Seven Ways For Engaging Holiday Shopper For Non-Gift Purchases


Candy and Food is the second most important planned purchase category during the Holiday Season. According to a survey done by Prosper Insight, as high as 56 percent of consumers planned to take advantage of offers that are available by way of Price Discounts on non-gift items during the Holiday Season. All spenders spending during the Holiday Season anticipate spending USD 230 during the holiday season on Non-Gift items, with as high as 90 percent planning to buy Candy and Food. Food Retail Brands and Food Brands targeting the Holiday Shopper with Product Offers, Content Marketing and Social Media posts have engaged the Non-Gift Holiday Shopper on Social Media Channels with Content and Holiday Season Packs.




Here are Marketing Ideas For engaging the Non-Gift Holiday Shopper


Plan an Offer – Krispy Kreme’s Day Of The Dozens Offer

DozenKrispy Kreme “Day of The Dozens Offer” is one of a kind offer that gives shoppers the ability to redeem an offer from a Facebook Post.
The offer can be redeemed online with an email sent directly to the shopper. Krispy Kreme’s Day Of The Dozens offer gives a dozen doughnuts free with the purchase of a dozen doughnuts. Titled the World’s Tastiest Coupon can be redeemed on Dec 12, 2015. The social media conversation for the offer can be followed on #DayOfTheDozens.

The offer is mailed to the user from Facebook Offers for customers who click on the CTA in Facebook post and can be claimed online and shared on Facebook.


Key Takeaway: Launch a limited time offer with a seamless shopping experience that is likely to best resonate with your audience, while they are out gift shopping.
Introduce New Packaging – KFC’s Holiday Packaging


Kentucky Fried Chicken introduced Seasonal Packaging to add holiday cheer for customers looking at adding festive spirit to their meals, complete with Christmas decorations and all that is required to get you in the holiday mood. KFC has introduced Door Delivery services with Door Dash on Demand. DoorDash will  deliver from KFC restaurants in the San Francisco Bay Area, Los Angeles and Orange County, with delivery expanding to other cities in the coming months.

Kentucky Fried Chicken has earlier made a splash with Colonel’s Road Trip during Macy’s Thanksgiving Day parade.



Key Takeaway: Launch a limited time holiday season packaging  that is likely to best resonate with your audience to evoke emotional connect within a context. Increasing social media engagement with planned events can remind audiences about the role of your products in your customer’s lives.


Extend Your Campaign – McDonald’s Extends All Day Breakfast Campaign and Introduces Holiday Pies

McDonald’s launched the next phase of All Day Breakfast Campaign with GIF Tweets that make All Day Breakfast appropriate for meals all day long, with the tagline Get Breakfast anytime. McDonald’s reintroduced Holiday Pies for a limited time, engaging audiences with a product that is likely to resonate during Holiday Season. As reported by AdWeek, Mc Donald’s has seen success with the launch of All Day Breakfast, successfully straddling the Lunch segment, with Breakfast menu items.

A new study by market researcher NPD Group marks some of the first available data regarding the fast food chain’s all-day breakfast, the Wall Street Journal reports. The study found that a third of McDonald’s customers who bought breakfast beyond the previously established hours had not patronized the chain in the month prior to the initiative’s October start. All-day breakfast went into effect two months ago after McDonald’s CEO Steve Easterbrook implemented the plan to meet customers’ demands. NPD used receipts from over 27,000 survey participants in the month before and after the launch to determine its results. Most survey participants who ordered breakfast did so during lunch hours. The new initiative tended to boost the overall cost of the meal, as 61 percent of those customers also ordered lunch items, according to the study.

Key Takeaway: Extending your campaign at the time when audiences are exploring options helps your content get discovered and can be an appropriate moment to remind them about any new products that you have on offer.
Create Non-Gift Content – Hershey’s Kisses and Content Marketing 

Hershey’s Kisses has created a series of engaging Social Media Tweets with DIY Content ideas, Recipes and GIfs that remind the social shopper anout the products in a holiday marketing context.

Entertaining is a segment where Food brands can use interesting and engaging content for non-gift holiday shoppers.


Key Takeaway: Promoting your content on social media channels can increase interactions for your brand while they are gift-shopping to convert new customers for your brand with engaging non-gift content.
Promote Your Loyalty Program – Starbucks Brings “Starbucks For Life” Back

Starbucks reintroduced “Starbucks for Life” offer on signing up for the Loyalty Program, “My Starbucks Rewards” . The program encourages sign up for the Loyalty Program at the time the audiences are most likely to be looking forward to offers for the socializing trend marking the shopping season.

Promote A Special Price Pack or Offer -Wendy’s 4 For $4 Meal

Wendy’s Social Media Posts remind audiences about the 4 for $4 meal which serves as a reminder for the shopper or the customer looking for non-gift shopping options, while they are out Gift-Shopping.


Launch a Contest – Dunkin’ Donuts Jet Blue Tickets Contest

Dunkin’ Donuts introduced JetBlue Tickets for the season with packaging that gets the users in Holiday mood with contest prizes that are targeted at engaging the non-gift spend from the Holiday Season Shopper.

Starbucks Launches Ubiquitous Refer-A-Friend Program

Starbucks launch of Pumpkin Spice Latte has roped in a number of followers with an all new “Orange Sleeve Society”. The Orange Sleeve Society invites users to get an invite and send one to a friend.
The invitation requires “Send a friend an invitation to get a TEAM PSL cup cozy, then get one for yourself!”
Member kits include an orange knit coffee cozy with the words “Team PSL” on it. People receive an invitation to the Orange Sleeve club when they invite someone else to join it online.
The program requires users to refer a customer and get an orange sleeve for themselves. Referrals on Social Media are seen to generate traffic and are often referred customers are more loyal users of the brand. The Orange Sleeve membership pack includes an Official member card and a cup sleeve.
Referral Marketing is seen as one of the top tactics for acquiring and retaining customers. What makes the Starbucks Orange Sleeve refer-a-friend program unique the fact that the program is ubiquitous, where the referral program is integrated with the way the customer experiences  the brand. The Refer-a-friend program, allows consumers to share the experience of a Starbucks PSL with a friend, and as high as 50 percent of consumers surveyed  say referrals are a way for their existing customers to share rewards with their friends.

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Five Social Media Campaigns For 2015 And Key Lessons For Brand Marketers

Brand Marketers looking at social media channels, to promote their brands can benefit from the social media strategy followed by  five brands, with engaging contests, partnerships, product launches and newer customer experiences to create significant buzz.
Seasonal Product Launch

Oreo’s limited editions launched through the year to time the launch with different seasons, has created an epochal social media buzz for the brand. The newest addition is the “Pumpkin Spice Flavor”, with an Instagram caption

There’s a fall bite in the air. That means Pumpkin Spice Flavored Oreo cookies are here. Get munching.

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