The proliferation of Social Media over the past 10 years has opened up new and exciting ways in which brands can promote their wares to an ever more technologysavvy audience. Within a blink of the eye, brands from all sectors had set up Facebook and Twitter profiles, YouTube pages and Flickr streams. The brands that were successful, were the ones who thought about how to connect and interact with their audience, fully utilising the immediacy and reach of each chosen medium. On the other hand, there were others who jumped on the bandwagon with nothing to say and failed spectacularly and publicly to engage with their intended audience. Some brands just get it. They know who they are talking to and understand that social media is not about delivering straight marketing messages but about providing interesting, relevant or entertaining content that users will want to engage with. They also recognise that social media allows for customer interaction on an unprecedented scale and every comment, positive or negative, provides an opportunity to show the world what a fantastic brand they really are. On the following pages you’ll find a host of recent campaigns and initiatives from brands that we think get it. Take a look and see if your favourite campaign has made the cut.

1. Social media WOW Book
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2. The So Wow Book
The proliferation of Social Media over the past 10 years has opened up new and
exciting ways in which brands can promote their wares to an ever more technology-
savvy audience.
Within a blink of the eye, brands from all sectors had set up Facebook and Twitter
profiles, YouTube pages and Flickr streams. The brands that were successful, were the
ones who thought about how to connect and interact with their audience, fully utilising
the immediacy and reach of each chosen medium. On the other hand, there were others
who jumped on the bandwagon with nothing to say and failed spectacularly and publicly
to engage with their intended audience.
Some brands just get it. They know who they are talking to and understand that
social media is not about delivering straight marketing messages but about providing
interesting, relevant or entertaining content that users will want to engage with.
They also recognise that social media allows for customer interaction on an
unprecedented scale and every comment, positive or negative, provides an opportunity
to show the world what a fantastic brand they really are.
On the following pages you’ll find a host of
recent campaigns and initiatives from brands that we
think get it. Take a look and see if your favourite
campaign has made the cut.
Enjoy! Leigh Whitnall Account Director
Contents
asos
French Connection
Eurostar
Swinton
Ikea
Live below the line
British Airways
Carnaval
Jessops
BMI
Guess Jeans
Walkers
Nike+
Cadburys
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4 - 5
14 - 15
8 - 9
6 - 7
10 - 11
12 - 13
16 - 17
18 - 19
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3. I loved the ASOS sale preview app on Facebook dubbed the
Get Lucky Sale.The Facebook app gamifies the ASOS Sale; fans are
given the chance to play a handful of games to win points and improve their
position in the queue for access to the sale.The games are highly addictive and
with each rise in score you move up in the queue and reduce the time you have to
wait to access the sale. Games such as “Play Your Clothes Right” and “Lucky
Friends” gave you the chance to win more points or you could gamble everything
with “Changing Places” where you swap places with a random person in the
queue, this was disastrous for me twice as I kept getting demoted until finally my
luck struck gold and I swapped places with someone very high up in the queue.
I thought it was highly engaging and interactive and a fun way for ASOS to
promote their sale. I’ll be looking out for what they come up with next time!
Daisy Rowan
Junior Account Executive
Customers that subscribe to French Connection emails will already be familiar with
their strapline ‘The Collection is...’.They use it to give a particular range a distinct
personality and match it with their quirky photography style – to give you an
example, they sent out an email before the June double bank holiday stating that
‘The Collection is jubilant’ with an accompanying shot of models looking happy
and gorgeous in French Connection clothes.
‘The Campaign Takeover’ campaign invited French Connection Facebook fans to
create their own ad by selecting one of 8 photos and adding their own strapline
starting with ‘The Collection is...’. 20 finalists were selected and Facebook fans
voted for their favourite.The winner, a lucky lady called Kate Corbett-Winder, won
£1000 French Connection gift card with her line ‘The Collection is dancing through
the streets’.
Facebook
Date: April 2012
Social media campaign: Get Lucky Sale
asos
Date: May 2012Social media campaign: The Campaign Takeover
French Connectionf f
4 5
Katharine Allen
Account Director
The winning entry
Facebook app where you can choose to play games
to improve your position in the sale queue.
The Campaign
Takeover page where
fans selected their
image and added their
‘ The Collection is...’’
strapline.
Facebook

4. Eurostar came up with a fresh way to integrate real-time social media with
outdoor advertising – and were the first brand to ever attempt this on such a
large scale. Using 363 digital screens located across London and the South East,
Eurostar created live ad campaigns for their London to Amsterdam service made
up from photographs that people uploaded to Facebook. Over 4000 comments
and tweets were also put up on screens in live time.
They asked people to tweet about places they had been to in Amsterdam and
events that were happening in the capital. I like this approach as the
recommendations come from other customers and work as testimonials that are
far more likely to connect with the audience. It also gives it a sense of exploration
and adventure as travellers were encouraged to tweet and blog about their
‘hidden gems’ and places that were ‘off the beaten track’. Participants were put in
a prize draw for the chance to win tickets to Amsterdam.
Date: February 2012
Social media campaign: Now from the heart
of London to the soul of Amsterdam
Eurostar
Liz Birchenough
Senior Artworker
Sophie Bennett
Account Manager
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Now, you might not think insurance is the most exciting of subjects to base a
social media campaign on but it’s surprising how much interaction you can achieve
with your customer base if you approach it with a little imagination.The purpose
of Swinton Facebook apps aren’t to sell insurance directly but to give customers
(or prospective customers) an opportunity to have a bit of fun and win some great
prizes... with the added benefit of keeping Swinton front-of-mind when renewal
time comes around.
The Best of British Pub Quiz Facebook app was launched during the build up to the
Queen’s Diamond Jubilee, with everyone looking forward to not one but two bank
holidays.To get in the mood for a party, fans of the site answered a general
knowledge quiz question for the chance to win some excellent prizes in a weekly
draw, including a Great British Jubilee party hamper!
Date: May 2012Social media campaign: Best of British Pub Quiz
Swintonf
Facebook/Twitter/Blog Facebook
6 7
Tweets,competitions,photosand blogs appearedon 363 digital screens
Fans answered a series of general knowledge
questions for their chance to win prizes.

5. Facebook/Twitter
IKEA are really one of the forerunners of social media and regularly come up with
some amazing ideas to get their loyal community of followers buzzing. I really
loved their recent campaign ‘Snap a Napper’.
The beauty of it really is in its playful simplicity.All you had to do to enter is take
a photo of someone you know catching a few zzzs, upload it to the competition
page then get your friends to vote on it.The prize was a dream bed for both the
snapper and the napper so they can snooze happily ever after.
Importantly, all entrants to the competition had to sign up to
be part of the IKEA FAMILY, which woud mean they received
exclusive promotions and loyalty discounts.
Jennifer Ambrose
Head of Creative
Live Below the Line was a charity social media campaign that challenged you to
live for five days spending £1 or less on food and drink from 7th - 11th May.
The £1 benchmark for the campaign relates to the amount of money 1.4 billion
people living in extreme poverty spend each day on food. Participants were
sponsored for their efforts and the international campaign raised over $1 million.
The whole point of the campaign was to raise awareness and social media provided
the perfect forum for this.
There was a Facebook page where participants could share their experiences and
pick up tips for meals, and even if you weren’t one of the Below the Liners, you
could follow the conversation by using the hashtag #belowtheline.Another part of
the campaign called ‘Come Dine Below the Line’ encouraged people to host their
friends for a dinner party and serve a meal worth 50 cents per person.Taking place
worldwide on the 9th May, diners shared tweetpics of their 50 cent per person
meals with the hashtag #dinebelowtheline.
Date: May 2012Social media campaign: Live Below the Line
Live Below
the Line
Rachael Taylor
Business Development Manager
Date: April 2012
Social media campaign: Snap a Napper
IKEAf
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The winning napper
LBLers (Live Below theLiners) were encouraged totweetpic images of theirmeals and dinner parties.
Lots of interaction
took place with
participants on
Facebook and Twitter
throughout the
5 days.
Finalist page where fans vote for
their favourite entry.
Facebook

6. Facebook YouTube
Back in 2004, I was lucky enough to visit Salvador in Brazil for Carnaval, 6 days of
dancing and partying in the streets with a million other revellers. For those of us
who couldn’t be there this year (or, like me, are unlikely to ever get there again),
you could experience all the colour, sights and sounds from the comfort of your
sofa, via Google+ and YouTube (and Orkut, the most popular social media
channel in Brazil).
It really was the next best thing.You could access everything from a live
transmission from the streets of Salvador to videos of the bands and artists
travelling on their blocos (electric trucks) through the throngs.You could even
teach yourself some of the troupe dance routines to try out in your own front
room! There was also real time chat on Google+ with some of the bands and
celebrities performing.
Katie Shoard
Head of Copy
Date: February 2012
Social media campaign: YouTube Carnaval
Carnaval
This tongue-in-cheek campaign by British Airways skillfully incorporates Google’s
Streetview to give the illusion of a Boeing 777 plane being driven down your
street. It’s part of British Airways’‘Don’t fly. Support team GB’ ad campaign which
humourously suggests Britons shouldn’t go overseas on holiday this summer but
stay put to lend their support to the Team GB at the London Olympics.
On their Facebook site, users input their postcode to launch a personalised video
advert which merges footage of a taxiing aircraft making it’s way through the
streets with Google Streetview images, creating the illusion of the plane being
driven down your street.
Katie Atkinson
Account Manager
Date: June 2012
Social media campaign: Don’t fly. Support Team GB
BA
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10 11
On the YouTube
channel you could access
ten top dance routines,
plus live performances.
Boeing 777 being driven by Anchorage
train stop, just by Red C HQ.
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7. Date: Ongoing
Social media campaign: Various
Jessops
Various
We wanted to promote the use of DSLR cameras through social media in a creative
way. So a few Red C creatives knocked their heads together with The Mob Films to
create a digital SLR film competition called ‘The Shot’.
The idea was to invite film students and camera enthusiasts to shoot their own
short movie and then post their results on Jessops YouTube site.The rules were
that every entry had to be titled and based on the competition name (The Shot)
and filmed using only a DSLR camera.
The winner of The Shot would win a ‘money can’t buy’ prize… £5,000 worth of
camera equipment and an all expenses paid trip to spend the day on Paul WS
Anderson’s latest film set.We created a poster which we mailed out to film
schools, used Twitter to target cinematographers, screenwriters and budding
filmmakers and received retweets to over 1 million people, and got Paul WS
Anderson to promote the competition with a YouTube video that received over
100,00 views.
Over 60 entries were made and then whittled down to 10 before Hollywood
director Paul WS Anderson chose his top 3.They were then invited to a rather
plush do in London where the winner was announced.
Date: March 2012
Social media campaign: The Shot
Stuart Clark
Senior Copywriter
f
Facebook
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12 13
Over the course of the last 12 months we’ve worked hard to create what is a
thoroughly engaging and interactive page for Jessops.We’ve quickly accumulated
over 19,000 fans and they are rewarded with engaging relevant content that allows
them to share their passion of photography with other enthusiasts.
We’ve run a number of photography competitions each of which have generated a
great deal of interest and engagement. In fact, the first competition we ran
received over 400 entries. However, it isn’t just the incentivised competitions that
created the buzz.We’ve also had great success with our monthly non-incentivised
‘How to...’ homework challenges – our fans just love sharing their photos!
However, what we are most proud of is how engaged and content-hungry our fans
are when it comes to our daily feeds.
We spend a great deal of time ensuring that the content that we publish isn’t just
promotional but rich in value. By ensuring that the content is both timely and
relevant we’re able to produce healthy and positive engagement rates and our fans
just keep coming back for more.
Steve White
Strategy Director
Campaign poster for ‘The Shot’
Intro tocompetition fromPaul WS Andersonon You Tube
Some of the entries into
our photo competitions.
Jessops

8. When a new Social Media platform arrives on the scene, it’s a brave marketer who
jumps into the medium first to see if it can work for them. Pinterest usage is gathering
pace in the UK and, whilst its format won’t work for everyone, there are clearly
opportunities for a good idea from the right brand to engage with its users.
This was a really neat little competition from BMI and a great way to utilise the
repinning function of Pinterest. Over 7 weeks between April and May, BMI ran a
weekly ‘Pinterest Lottery’ where flights to 7 of their destinations could be won. BMI
set up 11 boards:Amman, Basel, Belfast, Bergen, Beirut, Dublin, Edinburgh, London,
Marrakech, Moscow, Nice, each of them containing 9 images from that destination,
numbered 1 to 99.
To be in with a chance of winning, you had to repin any of the destination
photos, the first 6 counting as your lottery numbers. If your number/picture
was selected you were entered into a prize draw to win the flight.
Date: April - May 2012
Social media campaign: The BMI Pinterest Lottery
BMI
Leigh Whitnall
Account Director
Pinterest
I really liked GUESS jeans’s creative use of Pinterest this spring to celebrate the
launch of 4 new vibrant jean colours. Entrants were asked to choose one of the
four ‘ambassador’ colours: Hot House, Noir Teal, New Plum Light, and Red Hot
Overdye and show how the colour inspired them on their pinboard.
Each board had to have the title “GUESS my Color Inspiration” and each image
had to be tagged with #GUESScolor.A really nice way to get people talking
about a new product.
Date: March 2012Social media campaign: Colour me Inspired
GuessJeans
Surakshitha Jagadeesh
Account Manager
14 15
Entrants picked an image from
11 destinations for the chance
to win flights.
Entrants used the 4 colours of the Guess
Jeans range to inspire their pinboards.
Pinterest

9. Various
From Miss Marple to Jonathan Creek, us Brits do love a good mystery. So when Walkers
Crisps launched three new mystery flavours and challenged the nation to discover them:
everyone understandably went bananas.The new flavours flew off the shelves and people
were rushing online after sampling the goods to enter their flavour suggestions.
This was a very simple yet quite brilliant mulitmedia campaign. People guessed the
flavours via the Facebook site and the ones that got it right were entered into a prize draw
for £50,000.
A TV ad was made to create campaign awareness and social media was used so audiences
could interact with it and discuss the flavours.And it was the social media aspect that
really impressed me.Why? Because often social media campaigns look to use Facebook
just for the sake of it, and give no real benefits for the audience to visit the page. But not
Walkers, this campaign makes visiting Walkers Facebook page a rewarding experience, as it
submits clues as to what those three flavours could be.
Unsurprisingly, the campaign proved to be a huge hit.There were over 250,000 views of
the TV ad watched on YouTube, the Walkers Facebook page achieved an astonishing
115,000 additional ‘likes’ while the brand gained 9,500 followers on Twitter.
Dawn Greaves
Studio Manager
Twitter
Nike wanted to create a social media campaign that would motivate the masses
and urge the nation to step up their game in 2012. So at the start of 2012,‘Make it
Count’ was launched, a Twitter campaign that encouraged fellow users to tweet
how they would achieve their future goals in light of the London Olympics.
Posters and YouTube videos of famous athletes giving inspirational messages were
created to promote the campaign and urge people to tweet. And the results?
Despite Nike not being an official sponsor of the Olympic Games, research from
Brandwatch shows that the company was dominating conversations about the
event on the internet from 1st December to 7th February 2012, with 7.7%
of the conversations about the Olympics associated with the brand. By contrast,
Adidas only pulled in 0.49% of conversations, despite a reported £100m
sponsorship deal to be the official Olympic sponsor.
However, it hasn’t all been positive for the Make it Count campaign, in June 2012
it became the first Twitter campaign in UK history to be banned after 2 famous
footballers, sponsored by Nike, tweeted on their personal account about their aims
for 2012 using the Make it Count hashtag.The Advertising Standards Authority
decided that this broke advertising regulations and these Tweets were ads.
The mishap is a clear reminder that social media advertising is still in its infancy
and care needs to be taken when experimenting with your brand in this area.
Nike+
Andy Campbell
Copywriter
Walkers
f
Various
16 17
YouTube and Facebookwere used to support anabove the line campaign
The tweet that landed the
campaign in hot water
Date: February - March 2012
Social media campaign: What’s the Flavour? Date: December 2011 - June 2012
Social media campaign: Make it count

10. 18
Across the UK on Saturday 12th May, over 14m people settled down to watch
Pudsey the dog win this year’s Britain’s Got Talent Final.As is the case with any
reality TV programme where viewers vote for their favourite act, a large
percentage of the audience use their phones, laptops and tablets to tweet, post
and chat with friends as the onscreen action unfolds. During the commercial break
Cadbury’s new Shazam ad campaign,“Unwrap Gold”, was launched, and along
with a Pepsi campaign, became the first UK ad to use the app to interact with its
audience.
Shazam is a smartphone app that recognises the music used in adverts. Users are
encouraged to hold up their phone to their television and ‘tag’ the music being
played during the commercial for the chance to access tracks, competitions and
added value content.When you did this during the Cadbury’s ad, you were
automatically taken to an online quiz, for the chance to win tickets to the 2012
London Olympics.The great thing about Shazam is that brands are able to gauge
real-time response in a way that has never before been available for television, it
was successful too – around 50,000 viewers ‘shazamed’ the ads.
Sonya Greenwood
Art Director
Date: May 2012
Social media campaign: Unwrap Gold
Cadbury’s
Shazam
2012
Design StuffParticipants tagged
the music in the ad for
their chance to win
Olympic tickets.