Case Study: Brands and charities using social media and the effect this can have

Problem:  

As social media continues to evolve, there is no set formula that defines a perfect campaign. While there are some great social media campaigns being run by companies, there are also plenty of campaigns being run which highlight how running a social media campaign isn’t easy, and there can be downfalls. 

Campaign:

Breast Cancer Awareness
A little bit fun, a little bit provocative, the campaign’s invitation to ladies to post status updates completing the sentence “I like it on” generated a craze that swept Facebook during Breast Cancer Awareness month with suggestions such as “I like it on the floor”, “I like it on the kitchen table” etc. In fact, the organisers revealed later, the locations referred to where women place their handbags.

Outcome:

This campaign successfully gave the cause positive publicity and exposure; raising awareness of breast cancer in a fun and light hearted way, engaging with women all over the world and internet. 

Campaign:

In mid-January 2012, McDonalds launched a Twitter campaign using the hashtag #McDStories. McDonald’s asked users to post nostalgic stories about their experiences on Happy Meals

Outcome:

Although giving the brand plenty of publicity and exposure it had a negative impact on the brand. The #McDStories campaign quickly took a whole different turn very quickly as users started using the hashtag to instead share horror experiences and shock tales. From poor work conditions to appalling food quality, McDonald’s campaign turned negative attention back to itself.

Conclusion:

Social media is a great and cheap way to gain publicity for a brand or company and allows users to interact with the brand or charity in a more personal and one to one way. This can either work in the brands favour, or in the case of McDonalds it can actually have a negative impact. In a way, using social media is a risky business but it’s also a necessary step to keep up with technology and to reach existing or potential customers/users. 

AMY LAURA BURT