Innovative and memorable 2020 social media projects
The Luxembourg-based leading social media analytics & monitoring agency Talkwalker recently unveiled the best social media campaigns of 2020. Included are campaigns from Spotify, Playstation, Bud Light, Ocean Spray, Heineken, Netflix and Pringles. If you want to successfully translate the current social media trends into campaigns in 2021, you can take inspiration from the best of 2020. Because whatever comes our way in 2021, brands will still need to sell their products.
Social media is currently the most influential marketing platform. Here are the most exciting, innovative and memorable 2020 social media campaigns to guide you in strategically planning your own campaigns this year.
Campaign 1: Without Netflix | #StayAtHome Spoiler Alert
The campaign was the idea of two students from Miami Ad School in Hamburg. It was meant to encourage people to stay at home. Spoilers from popular Netflix shows were shared on digital billboards. As soon as people went outside, they would inevitably find out the end of their favorite show … and of course, no one wants that. Netflix, unfortunately, was not willing to commission the campaign. But the campaign caused a stir on social media despite, or perhaps because of, the Netflix cancellation.
Campaign 2: Loretta | Google Super Bowl Commercial 2020
Google’s most successful Super Bowl commercial uses faded photos and beautiful memories to tell the emotional story of an old man remembering his late wife. Here, the Google brand shows how it develops products that help people in their daily lives. At the time of publication, the YouTube video counts 62,435,032 views. There is no end in sight.
Campaign 3 : Nike | You can’t stop us
On the occasion of the resumption of the NBA (National Basketball Association), Nike put online the third film of its Can’t Stop Us campaign. The Nike video “You can’t stop us” demonstrates sports diversity: footage of athletes with different disabilities, different genders and different nationalities is intended to inspire sports. On the day of its release, the campaign already had 120.3K engagements.
Campaign 4: PlayStation | Play Has No Limits
For the launch of the PlayStation 5, Sony posted several videos under the motto: “We are all explorers” on topics including space travel, deep sea diving and mountain climbing, and extended its global campaign “Play Has No Limits” via Twitter, Facebook and TikTok. At the same time, the legendary PlayStation shapes (PS5 console and DualSense wireless controller) were projected onto the facades of public buildings in 25 countries worldwide as a spectacular light show. The campaign generated 122.9K mentions and 1.7M engagements.
Campaign 5: Pringles | #PlayWithPringles
Corona times push digital socializing – this was proven by the Pringles TikTok campaign Play with pringles (the second most successful TikTok brand campaign so far): Pringles fans (target group Generation Z) should get creative with the chip pack or chips! The cool videos with Pringles dances, comedies, music etc. have real entertainment value. The video reached over 230 million views with more than 87,500 users sharing 151,000 videos.
Campaign 6: Getty Museum | #GettyMuseumChallenge
In a Pinterest challenge, the famous American Getty Museum called for people to choose a favorite from its online collection and recreate the artwork at home. A successful challenge for creative Twitter, Facebook and Instagram users! Funny museum comments too! The campaign went viral with 78.4K mentions and 478.2K engagements.
Campaign 7: Heineken | #BetterTogether => #SocialiseResponsibly
With the onset of the pandemic, Heineken changed its #BetterTogether campaign to #SocialiseResponsibly, calling for putting health and safety first. To kick off the season, the company teamed up with Formula1 to stream a live performance by the famed DJ and producer Oliver Heldens as a virtual party live across Heineken, Oliver, F1 and Aston Martin Red Bull Racing social media channels. Heineken fans were thus able – despite Corona – to virtually celebrate together worldwide and (experience) #SocialiseResponsibly! The #SocialiseResponsibly campaign achieved 10.9K mentions and 96.3K engagements.
Campaign 8: Ocean Spray | Fleetwood Mac & a guy on a skateboard
Because his car battery was on strike, Nathan Apodaca skated down the highway on his longboard with a bottle of Ocean Spray cranberry-raspberry juice to the soundtrack “Dreams” by Fleetwood Mac. A viral success, Nathan became a social media star, Ocean Spray was the talk of the town, and Fleetwood Mac returned to the charts! Nathan’s reward: a new Ocean Spray truck packed with cranberry-raspberry bottles! The result: 1,589,591 views on YouTube.
Campaign 9: Spotify | #2020Wrapped
When live concerts were put on hold because of Corona, audio and media streaming providers had their big chance. Spotify offered an alternative in Corona times with their #2020Wrapped campaign featuring many artists and podcasters, in which Spotify addressed its gratitude to listeners, artists, podcast and playlist creators for supporting and entertaining the audience. On-top highlight: billboards with messages matching the stars. Spotify received nearly 16 million mentions in 1 month alone (2.3 in a single day) … and its stock price rose 16%.
Campaign 10: Bud Light | Chief Meme Officer
With an attention-grabbing job ad, Bud Light was looking for a creative Chief Meme Officer. His job: create 10 creative memes per week for 3 months for a new product line! Original quote: “We need someone who can change this for us. Someone who can bail us out, someone who knows how to use the lasso tool in Photoshop, someone like you.” The job ad became a strong campaign online for Bud Light: 1K mentions and 9.4K engagements.
Campaign 11: National Cowboy Museum | Security takes over social media
The National Cowboy & Western Heritage Museum in Oklahoma City unceremoniously hired a security guard due to its Corona-related closure. Tim, the new social media manager, was hired to protect the museum and its collection.
He posted daily on Twitter and Instagram to highlight individual exhibits and took his followers on virtual museum tours. His trademark: The hat and eyepatch worn by John Wayne in the movie True Grit paired with genuine, personal, and friendly addresses to his followers (#HashtagThanksTim). Tim’s posts were liked by thousands worldwide
Campaign 12: Lidl UK | #LidlChristmas
Lidl launched a seasonal social media campaign in the UK on November 9, asking for “Lidl love.” On November 14, an additional ad was posted that took aim at traditional Christmas advertising and made visitors laugh! Among other things, the likeable ad contained a reference to the Aldi campaign “Kevin the Carrot”: “You don’t need cute characters when carrots taste so good…”. The teaser ad generated 21.7K likes.