Remember Three UK’s dancing pony? Of course you do; who could forget a dancing, moonwalking Shetland pony. This eye catching campaign demonstrated that mobile network Three understand that ‘silly stuff’ is important to its users; and more importantly, that they want to be involved in the campaign itself.

Three UK’s dancing pony advert with accompanying #DancePonyDance, generated over 2 million hits on YouTube within a week. The video, along with social media campaign, became a viral hit; adding the hashtag at the end of the video ensured consistency when being shared and promoted tweets and Facebook advertising increased its circulation. Users could even remix the video via an app on Three’s YouTube channel and share again on Twitter and Facebook; the original video received 200,000 shares on Twitter and Facebook in the first week alone.

With the number of daily active users on Facebook reaching 665 million in the first quarter of 2013, giving your brand a presence on social media is an easy way to share your message.

Look at Tate & Lyle Sugars Taste and Smile campaign. The campaign aimed to develop the brand’s digital presence with the creation of a dedicated site and social media campaign. Tate & Lyle Sugars created a hub for consumers to be inspired with new recipes and ideas; building on the brand’s previously established We Love Baking Facebook community.

From the latest food trend news and exploring behind the scenes at Tate & Lyle Sugars via bakers’ blogs and videos, the website caters for everyone from home bakers to keen foodies. Links to Facebook, Twitter and Pinterest flow from the website, providing more reach and giving the consumer continued contact with the brand.

The strategy gives much more than a place to buy products; it creates a lifestyle for the consumer through compelling and useful content. With home baking growing massively in the past few years, Tate & Lyle Sugars have used this to their advantage.

The new website, forms the brand’s online hub for customers. Designed responsively, users can access recipes and product information on the go from their mobiles. The journey between recipe content and product info is fluid, encouraging purchase through inspiration. Rich blog content features food trends from industry experts, providing a reason for foodies to return to the site time and time again.

Users can be part of a community; finding and sharing recipes, getting recipes for special occasions and being inspired by baking experts. The community feel enhances the user’s experience and, in turn, gives a stronger emotional connection to the brand.

Previously, digital was just a strand of marketing but now it is at the core. Consumers head straight to the internet for content and brands must make the experience as useful and user friendly as possible to be at the top of the game. With the digital element of marketing campaigns allowing for copious amounts of user generated content, it results in a long lasting legacy for both brands and consumers.

With so many competitors, it’s essential to cover different aspects of digital. The Internet Advertising Bureau UK recently found that 90% of consumers would recommend a brand after interaction on social media - will consumers be recommending your brand next?

 

By Ameet Chandarana, Managing Director of Maynard Malone. 

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