Successful Social Media Campaigns


Posted on April 4th, by Tom in Blog, Social Media. Comments Off

Kony 2012

What makes a successful social media campaign? Although some social media campaigns often seem quick, cost effective and easy to deliver the reality is often something quite different. As with all creative activities a great deal of planning is an essential ingredient in achieving social media success. In this post we look at two not-for-profit organisations that have successfully harnessed the power of social media to motivate the public and unite people behind their causes.

Kony 2012
One campaign that recently achieved success was the Kony 2012 campaign from San Diego based not-for-profit organisation, Invisible Children. The Kony 2012 campaign was designed to raise awareness around the plight of child soldiers under the control of Ugandan warlord, Joseph Kony.

To promote the campaign a 30 minute YouTube video was created and disseminated to the supporter base through social media channels such as Twitter & Facebook. In a short space of time the video generated more than 83 million views. The reality is though that the campaign planning and development of communications tools such as the YouTube video took a significant amount of time. That said, the campaign illustrated how effective electronic and Internet based communication can be in stimulating feelings of connectedness, involvement and meaningfulness’ across geographically diverse communities.

Ban Live Export
Like Invisible Children, animal liberation campaigners are another group of not-for-profit organisations that have been very successful in mobilising support for their causes using social media. In 2011, Animals Australia’s Ban Life Export campaign incited widespread community outrage, when a video depicting animal cruelty in Indonesia, was released on the ABC Television. As with Kony 2012, supporters were asked to visit a micro site called banliveexport.com  and access free campaign information such as Facebook avatars and make donations. Animals Australia used the funds raise during the campaign to produce a television commercial and run a series of national street rallies calling for live animal export for slaughter to be banned.

What made these social media campaigns successful?

  1. 1. Research and planning
  2. 2. Clearly defined social media campaign goals and objectives
  3. 3. Well targeted target “publics” that were used to help disseminated the campaign messages
  4. 4. Effective use of social media tools such as YouTube, Facebook & Twitter
  5. 5. Effective use of traditional media tools including collaboration with established news TV programs
  6. 6. Mobilisation of the existing supporter base




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