In 2012, Oreo celebrated the centenary year by sharing a creative campaign on their facebook page known as “The Daily

Twist”. The campaign was launched on 25th June and shared an image a day of an Oreo design linked with a daily current

event. A 100 images were posted over a 100 days and linking to events such as Gay Pride, Elvis Week, Bank Holidays etc. An

effective content example of the campaign was Oreo’s congratulations to the famous panda Shin Shin for giving birth at

Tokyo's Ueno zoo in which they posted an image of an Oreo turned into a panda face. Overall, the campaign demonstrates

an effective effort to increase customer engagement online.

The “Daily Twist” campaign is just one example of the many clever online campaigns that Oreo have promoted. According to

Oreo, the campaign “increased their customer engagement by 110%” and “gained their Facebook page 5 million likes”.

The campaign won two Cyber Grand Prix Awards at Cannes International Festival of Creativity 2013 and managed to create

“231 million media impressions”. These statistics show that customers were directly engaged by the innovative campaign

and appreciated the company’s efforts of linking the Oreo cookie to current events.

Oreo’s social media team have been innovative with their digital media campaigns with Daily Twist being a clear example of

online creativity. The company has increased customer engagement by sharing news content which link with their cookies.

The images demonstrated humorous content by the company which directly increased an online following and

engagement. We can learn that customers are directly engaged online through the creation of on-going, exciting

campaigns.

Last year, Oreo gained a surge in customer engagement and national praise after posting a creative tweet during the Super

bowl blackout. During the Super Bowl 2013 viewers were forced to a 34 minute break after a blackout occurred and with

many fans twiddling their thumbs, Oreo immediately reacted and posted a humorous image on twitter. The image featured

an Oreo cookie shaded by darkness with the caption “You can still dunk in the dark” which was posted as tbe Blackout was

being covered on global news. The shared image was a direct success with 20,000 shares on Facebook and Twitter and Oreo

being dubbed “The Super bowl winner “by Wired magazine.

This case study is an effective example of a brand placing a huge focus on social media activity and dedicating time to

posting related content to an event. Oreo demonstrated that they wanted to get involved with the Super Bowl hype to

appeal to their fans which is a good aim to increase customer engagement. The Oreo Blackout Tweet is also a strong

example of a brand being reactive with social media and seizing the opportunity to post something creative. The Oreo

team openly discussed that during the football event there was an arranged social media team consisting of 15 people to

organise appropriate content relating to the game activity. The tweet was also an effective method of increasing customer

engagement and the content managed to garner 525 million impressions worldwide.

Oreo’s social media team have received social media praise for their efforts online and it’s important to analyse what they

are doing right. We can learn from Oreo that being reactive on social media is important and sharing innovative creations

engages fans online. Oreo had organised a creative, social media team to organise specific content relating to the Super

bowl which shows that social media organisation is highly effective. Most brands should plan social media posts to assist

with organisation and queue them for a later date.

In 2009, Skittles fluffed their social media reputation after they made the wrong decision to incorporate a twitter feed

page onto their website. Skittles updated their entire website by changing the “chat” section to a Twitter feed showing

users discussing the brand, Media Gallery to the Skittles Youtube Page, and “Friends” section to their Facebook page.

Initially praised as a “genius” move in social media, the launch turned sour after several users had posted abusive and

obscene tweets knowing they would appear on the brand website. Skittles had to immediately change the website design

and replaced the once Twitter feed with the Facebook page. Skittles famous website change has been described as an

“epic social media disaster” and “stupid trick”.

This case study is an example of an unsuccessful digital media move which reflected badly on the brand involved and

offended fans around the globe. Skittles failed to imagine the repercussions of incorporating a public twitter feed onto

their website and clearly did not think through the acts of online trolls. However, even though the initial damage was done

the brand were successful in dealing with the crisis immediately by removing the twitter feed and replacing it with a

facebook feed.

Overall, we can learn that it is highly important that all social media and digital media ideas are analysed and researched

before they are implemented. In this case, Skittles had failed to research the con that users could post abuse about the

brand that would immediately appear on their own website. We can learn that a unique digital media idea may seem

positive but can have negative impacts. Therefore, it is crucial that planning and research is carried out.

In 2013, Bodyform shared a direct video response to a sarcastic comment on their facebook page which has gained positive

coverage across the globe. The clever spoof which demonstrates “tongue and cheek humour” responded to a facebook user,

Richard who commented statements such as “Then I got a girlfriend, was so happy and couldn’t wait for this joyous

adventurous time of the month to happen …..you lied!! There was no joy, no extreme sports, no blue water spilling over wings

and no rocking soundtrack oh no no no…Thanks for setting me up for a fall bodyform”. The comment gained 88K likes and

3,848 comments which prompted Bodyform to react. The brand created a video within the week and directly linked it to

Richard’s comment on facebook. The viral video has now been described “as one of the best examples of brand

engagement in the past year”. Watch here: http://www.youtube.com/watch?v=Bpy75q2DDow

The Truth campaign is a renowned example of an effective brand response to an online crisis and has gained a global

reputation as being “true genius” on social media. The reactive video has gained 5 million+ views and over 20K likes on

Youtube. The campaign managed to gain 11 awards and all Bodyform social media channels gained a wider following.

Overall, the campaign increased direct brand engagement and has been described as a “master class in social media”.

The company could have ignored Richard’s facebook comment but instead chose to deliver a clever reactive video which has

gained them great PR and increased brand engagement. The PR team at Bodyform reacted instantly and managed to create

the clip within a week to overcome the crisis. We can learn from The Truth campaign that being reactive and interacting

with customers is crucial, humour on social media goes a long way and online users are engaged by brands’ social media

creativity.

In 2012, Sainsbury’s began trending on twitter after they changed a products name due to a three year old girl’s customer

service letter. In 2011, Lily Robinson wrote to Sainsbury’s asking why their product, “tiger bread” wasn’t called “giraffe

bread” instead due to its closer resemblance. In response, the customer service team sent an understanding letter

explaining that it was “silly” after all and a £3 gift card. However, Robinson’s mother wasn’t satisfied and shared the letter

exchange online which gained 150,000 likes and 48,000 shares. Due to the popularity that had increased online, Sainsbury’s

shared on social media that they would be changing the bread’s name: "In response to overwhelming customer feedback

that our tiger bread has more resemblance to a giraffe, from today we will be changing our tiger bread to giraffe bread and

seeing how that goes.” The Sainsbury’s customer service team and letter responder Chris King received national praise for

their reaction.

This case study is an effective example of showing a brand’s positive reaction to customer intervention online. Sainsbury’s

could have ignored the online popularity of the page “Campaign to change Tiger Bread to Giraffe Bread at Sainsbury's” but

chose to move forward with the customer’s idea. This shows that Sainsbury’s value customer service and appreciate

customer feedback where necessary.

This case study demonstrates that Sainsbury’s had been closely paying attention to their social media and had immediately

picked up on the Giraffe Bread campaign. We can learn from the retailer that being reactive in a positive way is crucial on

social media. Sainsbury’s gained praise all round for the decision and increased customer engagement online.

Last year, Yorkshire Tea engineered fantastic online PR by creating a humorous 3 minute advertisement for their youtube

channel which demonstrates a sing song about the “wonders of tea”. The brand decided to collaborate with Rubber

Republic to produce an entertaining advert specifically for Youtube due to the video length. Rubber Republic wrote an

amusing song, set the countryside location and hired actress Ruth Brett to lead the performance. The efforts of Yorkshire

Tea and Rubber Republic were successful after the advert became viral and managed to gain 100,000 views in the first

week of its launch. Other benefits followed such as celebrities tweeting their amusement for the video and an influx of

facebook shares.

This case study is an example of a well-executed campaign which succeeded the aim of creating promotion for the

products. Yorkshire Tea showed a “forward thinking” attitude with social media by making the risky decision to post the

advert on Youtube only, however this method allowed the video to be directly shared onto all social media platforms

which immediately boosted promotion. The brand also boosted engagement for online users by adding a “behind the

scenes” video option which lets customers feel more involved with the brand. Overall, the “Tea Song” is a fantastic example

of good digital marketing.

We can learn that using social media to promote products is becoming a necessity for brands with this case study

demonstrating a brand promoting online through the creation of an advertisement. Brands are now using Youtube to share

advertisements instead of the television due to the direct promotion benefits such as online sharing.

Earlier this year Argos demonstrated a highly effective example of “human customer service in action” in response to a

young man’s twitter query. Male twitter user, “Immy” tweeted Argos about a PS4 in slang language: “YO wen you gettin da

ps4 tings in moss side? Ain’t waitin no more. Plus da Asian guy why works dere got bare attitude #wasteman”. Argos seized

this opportunity to deliver a humorous response: “Safe badman, we gettin sum more PS4 tings in wivin da next week y'get

me. Soz bout da attitude, probz avin a bad day yo…LD”. The response tweet gained direct praise from the customer Immy:

“Respect. Sick guy” and national praise for a well-executed customer support reply.

The twitter response gained national praise online and respect on twitter which can benefit Argos long term. The tweet also

gained a wide media coverage online with examples of Daily Mail sharing an article on the viral success. The Argos tweet is

a classic example of customer support online done right and the use of humour is another clever social media boost. The

company created positive PR from the tweet and a wider customer following online. This case study is also a good example

of a small crisis complaint dealt with effectively as Argos managed to “defuse the situation” with the use of humour.

This case study shows that companies can gain positive PR from responding to online customers with humour and creativity

in the right situation. Argos and O2 are examples of brands that have responded with a personality online and have further

gained recognition for doing so. We can learn that in certain customer feedback situations, humour can go a long way and

creative responses can receive great PR.

O2 have gained a positive reputation for their brand personality on twitter with their examples of humorous response

tweets to customer service. This case study is focused on the famous twitter exchange between O2 and a customer which

immediately went viral. Male twitter user, @Tunde24_7 used twitter to complain to O2 about his failing internet

connection. O2 immediately reacted by tweeting back in a light-hearted manner and used similar language to the user which

was described as “street”. The exchange became a humorous conversation between both twitter users and gained national

praise due to the tone of O2’s tweets.

This case study is a similar example to Argo’s customer support response on twitter due to the tone of the tweets. Both O2

and Argos made light of the situation and engineered playful tweets to amuse the direct customer and the rest of the

Twitter sphere. O2 are now well-known for sharing light-hearted customer service online when it’s appropriate which has

boosted customer engagement. Overall, O2 has created a good example of showing brand personality and a down to earth

attitude via social media.

We can learn from this case study, that brands can create success by demonstrating a down to earth attitude online and

showing they have personality through the content. Many brands have succeeded with this such as Argos, O2, Sainsbury’s,

Oreo etc. as they have used humour and creativity when possible.

Last year, American Red Cross managed to dodge a minor online reputation disaster after a rogue tweet was shared to their

global twitter page. Brand employee, Gloria Huang accidently shared the tweet “Ryan found two more 4 bottle packs of

Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd” on the American Red Cross twitter. The

company immediately reacted to the rogue tweet by deleting and tweeting the creative apology “We’ve deleted the rogue

tweet but rest assured the Red Cross is sober and we’ve confiscated the keys”. Huang also took to her own personal twitter

to apologise explaining her “inability to use Hoot suite”. The initial crisis managed to create the opportunity to drive blood

donations with the hashtag #gettngslizzerd being used to directly promote it. Many supporters shared images donating blood

and using the amusing hashtag. Another positive benefit of the rogue tweet was Dogfish Beer getting involved and tweeting

support and donate links for giving blood. Overall, The American Red Cross response received great PR and many online users

admired the brand for handling the situation with grace.

This case study shows a positive example of a brand defusing a social media crisis by quickly responding to the error and

showing a light-hearted tone which works well online. ARC rightly forgave the rogue tweet and quickly seized the

opportunity to use the rogue hashtag to promote donating blood. The brand correctly decided to respond to the situation

and in doing so managed to turn the crisis around and create great PR benefits online.

American Red Cross dealt with the rogue tweet in an effective manner and managed to create good PR out of the situation.

We can learn that it is important to not ignore social media errors and to instead directly handle them. This case study also

shows that creating brand personality in content goes a long way as the online users were engaged by American Red

Cross’s tone in the tweet.

O2 have gained a positive reputation for their brand personality on twitter with their examples of humorous response

tweets to customer service. This case study is focused on the famous twitter exchange between O2 and a customer which

immediately went viral. Male twitter user, @Tunde24_7 used twitter to complain to O2 about his failing internet

connection. O2 immediately reacted by tweeting back in a light-hearted manner and used similar language to the user which

was described as “street”. The exchange became a humorous conversation between both twitter users and gained national

praise due to the tone of O2’s tweets.

This case study is a similar example to Argo’s customer support response on twitter due to the tone of the tweets. Both O2

and Argos made light of the situation and engineered playful tweets to amuse the direct customer and the rest of the

Twitter sphere. O2 are now well-known for sharing light-hearted customer service online when it’s appropriate which has

boosted customer engagement. Overall, O2 has created a good example of showing brand personality and a down to earth

attitude via social media.

We can learn from this case study, that brands can create success by demonstrating a down to earth attitude online and

showing they have personality through the content. Many brands have succeeded with this such as Argos, O2, Sainsbury’s,

Oreo etc. as they have used humour and creativity when possible.

Innocent is a brand which stands out in terms of social and digital media with the evidence of the company recently

topping the Social Media 100 List for their consistent customer engagement. Innocent has a range of social media

platforms including Instagram, Twitter, Facebook, Pinterest, Flickr and Youtube which they use to effectively promote

their products, increase interaction with customers and share their inside advice. Innocent also created the national

campaign Big Knit, “where little hats make a difference”. The campaign aids to look after older people with every

bottle bought with a knitted hat donating 25p to AGE UK. The campaign which has raised over £1.3 million so far will

introduce a new concept to boost involvement this November. This year, Innocent will launch the option to knit a

virtual hat online where users can create a little hat and share their creation to facebook and twitter which directly

donates 10p. The campaign hopes to increase further donations in support for the elderly with the virtual hat option

being a major potential success.

This case study demonstrates a brand using social media to raise awareness for a good charity and increase

donations. The virtual hat is a creative concept which encourages customer engagement as they can design their

own knit and share it whilst donating money at the same time.

Overall, we can learn that social media creates opportunities for brands to raise money for charity. Innocent have

demonstrated creativity throughout their social media which also increases interaction online and engagement.

Hitachi Data Systems created an online community (HDS Community) powered by Jive Software which allows their

customers to connect and access a range of specific information they need. The HDS community system enables customers

to create a virtual profile online and connect with other users who are interested in Hitachi Data System solutions. Users can

further create content and share, post status updates, create activity streams, add videos etc. The online community

offers an Innovation Centre which allows users to demonstrate innovation within the Hitachi group and future discuss with

customers. This example of a unique public community creates a positive connection from customer to brand.

This is a positive case study as it shows that an investment brand understood the importance of interaction with customers

and maintaining stakeholder relationships and reacted by creating an exclusive online environment which increases brand

interaction for the better. Hitachi positioned themselves as digitally innovative in creating their own personal platform.

This case study demonstrates that social media platforms are becoming a crucial method of enabling direct interaction with

a range of stakeholders and can help build a strong relationship with them which directly benefits the company’s

reputation. In this case, HDS became creative and founded an exclusive community for their customers which helps to

increase brand engagement and customer interaction within their organisation.

In 2013, Audi partnered with Razorfish Germany and production company, Minivegas and launched the digital marketing

campaign “One Million Reasons”. The innovative campaign aimed to engage fans on social media and show digital

innovation online. “One Million Reasons” launched a 3D Audi R8 model which was visually made out of positive

comments from fans online. The 3D model was created from technology particles with each individual “particle”

representing a fan’s comment on why they love Audi using the hashtag #onemillionreasons. Fans were then invited to

find their own particle of the 3D model and share it on their own social media channels.

Audi created a unique, visual campaign with the aim to engage and reward their fans online and increase interactivity.

The campaign succeeded with fans from around the globe signing on to create their own “particle”. Audi commented

that “interactive billboards are a strong trend in the future” and that the One Million Reasons campaign shows it is

possible to “create something uniquely relevant to each member of your target audience”. This case study demonstrates

creativity and innovation from the brand Audi.

Overall, we can learn from Audi that visually-creative campaigns increase interaction and engagement online. We can

learn that allowing fans to become more involved with the brand helps maintains relationships and boost engagement.

In 2013, in dedication of the 20th anniversary of FOS the Goodwood team created a digital initiative to allow a global

audience to view inside the four day event which would further create a growth impact and increase brand engagement.

Goodwood collaborated with social platform, StoryStream to allow the FOS festival to be broadcasted directly to fans not

present at the event through digital media devices. The StoryStream was broadcast in “real-time” to event screens, mobiles

etc. and was promoted through GoodWood’s social media networks under the hashtag #FOS. The FOS Live was also

embedded within the website to allow promotion on the lead up to the event.

This case study demonstrates that Goodwood used digital innovation to its advantage by opening up the event to fans that

would not usually gain access to the festival. This is a good example of a brand using digital media to further engage with its

global customers and boost engagement. By combining FOS with digital media, fans could enter a “social sphere” that they

would never have experienced before which creates a strong brand engagement to Goodwood. The brand has positioned

itself as creative and more importantly “forward thinking”, which can lead other brands to follow suite that “event real time

streaming” is becoming a “modern day demand”.

Businesses can boost engagement directly with their stakeholders and build a strong relationship from brand to customer

through the creative use of digital media. Creative use of digital innovation within a brand can become beneficial in the long

run by positioning the organisation as digitally modern and moving the digital age forward into businesses.

Hitachi Data Systems created an online community (HDS Community) powered by Jive Software which allows their

customers to connect and access a range of specific information they need. The HDS community system enables customers

to create a virtual profile online and connect with other users who are interested in Hitachi Data System solutions. Users can

further create content and share, post status updates, create activity streams, add videos etc. The online community

offers an Innovation Centre which allows users to demonstrate innovation within the Hitachi group and future discuss with

customers. This example of a unique public community creates a positive connection from customer to brand.

This is a positive case study as it shows that an investment brand understood the importance of interaction with customers

and maintaining stakeholder relationships and reacted by creating an exclusive online environment which increases brand

interaction for the better. Hitachi positioned themselves as digitally innovative in creating their own personal platform.

This case study demonstrates that social media platforms are becoming a crucial method of enabling direct interaction with

a range of stakeholders and can help build a strong relationship with them which directly benefits the company’s

reputation. In this case, HDS became creative and founded an exclusive community for their customers which helps to

increase brand engagement and customer interaction within their organisation.

In 2011, Braehead Shopping Centre in Glasgow demonstrated bad crisis management and issued “one of the worst

responses to an incident” on social media. The crisis controversy began after a Father was ousted from the shopping centre

and taken to the police after taking a photograph of his daughter eating an ice cream. Father Chris White reacted to the

situation by creating an online campaign, “Boycott Braehead” on facebook which quickly gained national support from

online users and the Media. The campaign was televised on STV and newspapers including The Drum published the news. In

response to the crisis, Braehead took to twitter and released a statement which immediately received negative feedback

and bad PR due to the tone being non apologetic for the incident and maintaining they did nothing wrong. Their response

gained coverage from the BBC and the hashtag #Braeheadfail began trending nationally on Twitter. Online users

complained that Braehead should have “apologised” and one female user complained that Braehead had deleted her tweets

which contained negative feedback on the crisis. Overall, Braehead gained a negative reputation overnight from their

ineffective crisis management skills.

This case study is an example of a PR blunder with Braehead showing bad crisis management skills from the outset. The

social media team released a statement with no apology and a patronising tone which was immediately wrong. In this

situation “Boycott Brahead” was already a viral campaign and the shopping centre managed to worsen their reputation by

not acknowledging the initial backlash. One PR expert has defined this crisis as putting “Scotland on the map for PR and

Social Media disasters”.

We can learn that it is highly important that companies apologise for a crisis quickly and effectively.

Missingpeople.org is a UK charity which aims to nationally publicise information on people missing around the country.

Missing People has become significantly more successful after the use of digital media, with their website and social

platforms directly sharing content about missing cases daily. The charity continue to use social media to their advantage by

encouraging facebook and twitter users to share their missing people updates by retweeting or sharing. The charity has

claimed that there is a higher chance of finding the missing individuals if more people share their missing appeals online.

This case study is a strong example of the greatness of social media! World-wide users are now using social media to raise

awareness of missing people which is effective as it is instant sharing and can be seen by a global audience. Missing People

have immediately used social media to their best ability by encouraging retweets and shares online to find people across

the country. The digital media team at Missing People are consistent with updates and share information about individuals

that have been found safely or in saddening circumstances. Overall, Missing People are doing a powerful job of raising

awareness of missing people online which also helps support the emergency services.

We can learn from this case study that the rise of social and digital media has created great opportunities with this

example of raising awareness of missing people online being important. High numbers of individuals go missing every year

and with the ability of social media sharing many individuals can receive the attention they need online. We can learn that

social media is a fantastic PR tool for raising awareness of a variety of issues including missing people.

In 2010, Virgin Atlantic collaborated with Wildfire to launch a global interactive campaign that aimed to build new

customer relationships and increase its social media audience. “Looking for Linda” introduced the fictional, animated air

hostess Linda who travelled to a different location every week and needed to be found. Online fans were encouraged to

guess Linda’s location every week for the chance to win plane tickets to one of the airlines destinations. The campaign was

promoted on the airline’s facebook page and twitter which allowed fans to immediately interact and share online.

The campaign was a direct success for Virgin Atlantic as they managed to increase its social audience by 8,282 users and

received 15,449 responses to the campaign overall. This case study is a powerful example of a competition being a great

way to increase facebook fans and engage stakeholders by rewarding them. Virgin made the good decision to give back to

existing customers and reward new customers through the use of digital media.

Overall, the “Looking for Linda” campaign is an effective case study for many reasons. Firstly, we can learn that rewarding

customers using social media is a powerful choice. Virgin decided to engage stakeholders with a competition which received

high numbers of responses from online users. Competitions are a good way to increase interactivity online and to boost a

wider following on all social platforms. Lastly, using creative graphics in a digital media campaign help to boost engagement

and involvement. The animation of “Linda” fronted the entire campaign and Virgin Atlantic referred to the character as a

real person throughout their social media.

Hitachi Data Systems created an online community (HDS Community) powered by Jive Software which allows their

customers to connect and access a range of specific information they need. The HDS community system enables customers

to create a virtual profile online and connect with other users who are interested in Hitachi Data System solutions. Users can

further create content and share, post status updates, create activity streams, add videos etc. The online community

offers an Innovation Centre which allows users to demonstrate innovation within the Hitachi group and future discuss with

customers. This example of a unique public community creates a positive connection from customer to brand.

This is a positive case study as it shows that an investment brand understood the importance of interaction with customers

and maintaining stakeholder relationships and reacted by creating an exclusive online environment which increases brand

interaction for the better. Hitachi positioned themselves as digitally innovative in creating their own personal platform.

This case study demonstrates that social media platforms are becoming a crucial method of enabling direct interaction with

a range of stakeholders and can help build a strong relationship with them which directly benefits the company’s

reputation. In this case, HDS became creative and founded an exclusive community for their customers which helps to

increase brand engagement and customer interaction within their organisation.

Missingpeople.org is a UK charity which aims to nationally publicise information on people missing around the country.

Missing People has become significantly more successful after the use of digital media, with their website and social

platforms directly sharing content about missing cases daily. The charity continue to use social media to their advantage by

encouraging facebook and twitter users to share their missing people updates by retweeting or sharing. The charity has

claimed that there is a higher chance of finding the missing individuals if more people share their missing appeals online.

This case study is a strong example of the greatness of social media! World-wide users are now using social media to raise

awareness of missing people which is effective as it is instant sharing and can be seen by a global audience. Missing People

have immediately used social media to their best ability by encouraging retweets and shares online to find people across

the country. The digital media team at Missing People are consistent with updates and share information about individuals

that have been found safely or in saddening circumstances. Overall, Missing People are doing a powerful job of raising

awareness of missing people online which also helps support the emergency services.

We can learn from this case study that the rise of social and digital media has created great opportunities with this

example of raising awareness of missing people online being important. High numbers of individuals go missing every year

and with the ability of social media sharing many individuals can receive the attention they need online. We can learn that

social media is a fantastic PR tool for raising awareness of a variety of issues including missing people.

Last year, AT&T launched the “Be The Fan” campaign to increase customer engagement online and “drive social media

activity.” Be The Fan targeted college football fans and launched the competition to tackle weekly challenges that ATT

created. Weekly challenges were explained via campaign videos featuring modern family actor, Eric Stonestreet. Consumers

were encouraged to film the challenges and share to vine, twitter and instagram including the hashtag #BeTheFan for the

chance to win free ESPN College Game Day tickets.

The campaign proved a social media success after AT&T’s engagement increased to 80% on Twitter and 200 million users

were engaged across all social platforms. This case study is an effective example of a brand engaging their stakeholders

online and increasing interactivity with the use of a competition and celebrity involvement.

We can learn many things from ATT’s “Be The Fan” campaign! Firstly, finding an effective target audience is important. ATT

targeted youths interested in college football. This is an effective target market for ATT because the majority of young

people use social media and can directly view the campaign. The subject of college football is another major pastime for

many American youths and this would likely attract attention. Secondly, promoting a campaign digitally is the way forward.

ATT decided to create weekly adverts to promote the campaign which is another great method of social media as it can be

shared on all social media platforms. Using celebrities in campaigns can immediately promote the campaign further and

ATT cleverly used popular actor, Eric Stonestreet to promote the competition. Lastly, the campaign idea is effective as it

engaged consumers weekly and created a win: win approach for the brand and stakeholders. We can learn that social

media competitions are a great way of increasing interaction and engagement as well as boosting PR for the company

involved.

Hitachi Data Systems created an online community (HDS Community) powered by Jive Software which allows their

customers to connect and access a range of specific information they need. The HDS community system enables customers

to create a virtual profile online and connect with other users who are interested in Hitachi Data System solutions. Users can

further create content and share, post status updates, create activity streams, add videos etc. The online community

offers an Innovation Centre which allows users to demonstrate innovation within the Hitachi group and future discuss with

customers. This example of a unique public community creates a positive connection from customer to brand.

This is a positive case study as it shows that an investment brand understood the importance of interaction with customers

and maintaining stakeholder relationships and reacted by creating an exclusive online environment which increases brand

interaction for the better. Hitachi positioned themselves as digitally innovative in creating their own personal platform.

This case study demonstrates that social media platforms are becoming a crucial method of enabling direct interaction with

a range of stakeholders and can help build a strong relationship with them which directly benefits the company’s

reputation. In this case, HDS became creative and founded an exclusive community for their customers which helps to

increase brand engagement and customer interaction within their organisation.

Disney is renowned for having a fantastic social media strategy and for launching a yearly marketing campaign to boost

customer engagement. This year, Disney have launched the campaign “Show Your Disney Side” which consists of

encouraging fans to share images or videos showing their “Disney Side” on to Disney’s social media platforms (Instagram,

Twitter, Facebook etc.) using the hashtag #DisneySide. Disney launched the worldwide campaign in flair with a major event

at Disneyland featuring celebrity bloggers whom were invited to share their “Disneyside” for the World to see.

This campaign is a creative and fun way of encouraging interaction from Disney’s fans and boosting customer engagement.

Disney launched the campaign successfully by using famous bloggers to promote it which shows the brand as being forward

–thinking with social media. “Show Your Disney Side” is a pleasant campaign which encapsulates fun and “smiles” and this

links perfectly to the brand. The campaign has also attracted attention to all of Disney’s social media platforms which shows

the campaign is a method of great PR for the brand.

We can learn that interactive campaigns drive engagement for both the organisation and stakeholders. Disney invited

bloggers to launch the campaign which effective due to bloggers having positive power on social media. Involving bloggers

can immediately promote organisations products/services in a positive way.