Interview with Vinci Weng of VINCI WENG Studio for Digital Fine Art
August 3, 2023
Interview with Rosa Gomez from Spain
August 3, 2023
The recipe for a successful social media campaigns is not complete without strategic planning, compelling content, audience engagement and a data-driven approach that will bring forth rewarding benefits that includes cementing a lasting impression with their audience.
The following are extraordinary examples of social media campaigns that found eminent success in creating a lasting impact!
Harry Styles Love on Tour x MSG Social Campaign | Madison Square Garden Entertainment
Madison Square Garden, known as "The World's Most Famous Arena," is a renowned and historic venue situated in the center of New York City. With an impressive history of more than 140 years, Madison Square Garden represents a symbol of excellence and entertainment in the realms of sports and entertainment making it a cultural icon that has graced phenomenal artists and athletes in the world. Madison Square Garden Entertainment ran a month-long social campaign through the entire span of Harry Styles’s 15-night run at The Garden and the results were through the roof!
The talented team of MSD Entertainment knew they had to come up with a strategy that capitalizes on the rare opportunity that was presented to them of the same audience that would be engaged with The Garden’s social channels for a certain time length. The campaign is comprised of all aspects of a live event (pre-show promotional content, real-time coverage, recap moments, social trends, fan activations, food, merch options and a vast more) in an effort to expand its digital experience outside. MSG Entertainment places great importance on providing artists and guests with a once-in-a-lifetime experience and the Harry House’s social campaign was delivered rather spectacularly for both in-house and digital audiences throughout the span of Styles’s stay at Madison Square Garden.
A total of 450 posts were generated for the campaign, with a particular emphasis on boosting post volume during the early and final stages of the residency. Garnering up to 54.9 million impressions and a whopping 4.8 million engagements particularly live performance coverage received the highest engagement! In addition to that, the followers saw immense growth to a staggering 278% more than the six-week average and social chatter rose to 2 billion impressions that truly reflected the magnificent power of expanding its digital experience.
Feed Your Brain | Flying Object
As students make their way to familiar hallways, they are faced with new subjects and topics that they would need to cover if they would like to come on top of the class. Quizlet, is a multinational American company that provides tools for studying and learning and is widely recognized in the US but in the United Kingdom, it is still a developing market. What better way to drive awareness and sign-ups through paid social media using both Tiktok and Youtube along with on-campus digital media to market Quizlet. Who better for the job than the Flying Object who boasts a myriad of phenomenal campaigns under its belt!
Flying Object would need to come up with a clever way to assist the students in studying while also ensuring that they are able to absorb the materials effectively. This valuable insight paved a way for ‘Feed Your Brain’, just as how one is preparing food to eat, Quizlet aids students in studying to make it easy for them to comprehend and digest. The heart of this social campaign creative was a peculiar 6 stop-motion animations that are inspired by Tiktok trends of showing meals that were being rapidly made. However, in Flying Object and Quizlet’s world, rather prepping food, they have textbooks and a heap of flying materials that are being chopped, sliced and blended all ready to roll out into a sushi!
The use of vibrant colours were incorporated to attract the attention of student’s attention and to further draw them in, a quirky soundtrack was added along with foley for unusual sounds. The results of the social media campaign were a sure hit as it successfully penetrated the university campuses and student’s feeds through paid social media content on Youtube and Tiktok with an additional digital out-of-home 50 university campuses. The campaign saw an increase of 19% for signups and unaided awareness increased to almost 4% and the application's usage surged ahead of its competitor, Duolingo, within the target audience.
Hong Kong S.A.R., China – Through the lens of GenZ | Hong Kong Tourism Board
Hong Kong S.A.R., China aims to reclaim its allure in a post-pandemic world as global tourism gradually gain its footing. The essential strategy lies in highlighting Hong Kong S.A.R.'s distinct character and offerings, setting it apart from other destinations worldwide. By leveraging social media, especially targeting Gen Z, the goal is to generate anticipation and excitement, enticing travelers to explore the unique experiences that Hong Kong S.A.R. has to offer.
In an effort to showcase a fresh and contemporary side of Hong Kong S.A.R. that resonates with the people of Gen Z in a language they understand, we collaborated with the renowned U.S.-based creative agency, Design Army. Together, we crafted aHong Kong S.A.R. identity that not only captivates the global Gen Z travelers but also aligns with their preferences and interests. With such a clever approach, they are able to create a meaningful connection that simultaneously build brand loyalty among the youth of today!
The Hong Kong Tourism Board successfully generated social buzz on prominent platforms, including Voyaged, 9GAG, i-D, and HYPEBEAST, by collaborating with partners. Their captivating content focused on unbranded and relevant topics, tailored to resonate with young audiences. These platforms hold significant influence among the youth segment, leading to resounding success in terms of exposure and reach.
Credits
Entry Title: Harry Styles Love on Tour x MSG Social Campaign
Entrant Company: Madison Square Garden Entertainment
Winning Category: Social Media – Music & Dance
Entry Title: Feed Your Brain
Entrant Company: Flying Object
Client: Quizlet
Winning Category: Social Media – Ad Campaign
Entry Title: Hong Kong – Through the lens of GenZ
Entrant Company: Hong Kong Tourism Board
Winning Category: Social Media – Travel & Tourism
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