Fast moving consumer goods, transportation, food and entertainment brands are using social media in ways that bolster their brands, not just as channels to push their goods or provide information. Here are a few of my favourites, see the full list here.
Dove is a personal care brand that is focused on beauty but through affirmative attitudes and improved self-esteem and confidence among women. Dove’s cause has been a noteworthy one amongst the crusade of brands in pursuit of a purpose beyond profit. Dove’s rallying cry is a positive one: their ultimate goal is to help women cultivate positive attitudes toward their own and other’s bodies. In doing so, Dove has created a campaign to combat advertising that propagates a ‘perfect’ or ‘ideal’ beauty, largely valued by society.
Dove’s social media strategy is defined in their Twitter bio: “Dove is committed to helping women realize their beauty potential by creating products that deliver real care.” While emphasizing their quality products, Dove goes one-step further in creating content aimed at all women, and promoting a democratized beauty- every woman is considered beautiful, as it comes from within.
KLM Royal Dutch Airlines
Royal Dutch Airlines is utilising social media as a platform for increasing its customer engagement. While many airlines have one-sided social engagement where frustrated passengers vent their travel woes, Royal Dutch is dedicated to replying to them all. Their twitter banner even trumpets the estimated response time, updated every five minutes.
Always’s social success is largely due to its core brand strategy: taking a stance on gender equality. The brand’s campaign, #LikeAGirl, advocates gender equality, and to an extent, self-confidence; positioning Always as the champions for its clientele and core focus group: adolescent girls.
Netflix understands its audience through the data it stores on its subscribers. Generally younger and on-the-go, its core social audience responds to the famous movie quotes, relatable gifs, and renowned cultural references that mimic colourful social media personalities. Netflix “knows how to turn its own streaming content into promotional assets that not only resonate with their audience but also showcase what’s available on their site.”