Pretty sure most of you have seen the latest Facebook campaign made by Forsman & Bodenfors for a new IKEA store in Malmo. I personally love the concept and how well the campaign was executed.
I am also eager to share with you what I have learnt from this brilliant idea. For those who have not seen this amazing campaign, here it is!
From the video, we can see that to create a buzz filled social media campaign, we must first take note of its characteristics:
1. Easy to participate
I hate campaigns that require us to go through several steps before we can even get close to getting any benefit from it. Participation should be easy with no gimmick. The easier the participation, the more likely people would share your message. What IKEA did was to utilize something most people are familiar with –Facebook tagging. No complicated procedures; just be the first to tag your name on any product and get it free.
2. Brings Value
This is quite an obvious point. If you are not going to bring value, don’t do it. IKEA brought value by giving out every product shown in its showroom pictures. It promises value and delivers it. It got users asking for more showroom pictures and telling friends about the campaign. Being sincere and generous would make customers more generous towards your brand too. The world works on reciprocity more than you can imagine.
However, value doesn’t have to mean free gifts and discounts. Just look at how Tripadvisor brought value through a Facebook application that allows users to keep track of the cities they have visited around the world. Value could also mean fun. Sea World created a game Facebook app to keep users entertained.
3. Interactive
To keep your campaign engaging and viral, it has to be interactive. Users don’t just read your ad and go, they respond and get more involved. IKEA made what could be a static showroom picture dynamic. That’s no easy feat! It did not require an application, just photos. That just blows me away.
Grab attention, demand response, be memorable
Creating a successful social media campaign can be done with different tactics. It can involve elements of fun, humor, mystery, exclusivity, reward, novelty and et cetera. Your campaign is up for you to shape. No matter what you come up with, remember to grab attention, demand response and be memorable.
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Tags: Facebook, Facebook Campaign, Ikea
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Andrew Tucholski
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Social Networking Software
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Miia Äkkinen
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sarah_chong
