A complete guide for a successful social media campaign

Need to plan out social media campaigns? This guide gives you everything you need to succeed.
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Social media is an effective way of reaching a global audience and growing a recognisable brand. 

Social media campaigns, in particular, play a key role in growing brand awareness and engaging your audience in a fun and creative way.

It’s no secret that most of us spend a significant part of our days on social media. In fact, research shows that, on average, we spend about 147 minutes on social media every single day. Globally, six out of 10 people use social media, with Northern Europe having one of the highest penetration rates (83.6%) and Middle Africa having one of the lowest (7.4%).

In this context, social media campaigns can be an affordable and effective way to engage a global audience. Not only are they a great way to raise awareness of your brand, but you can use them to create a buzz around new products, advertise existing ones, and build rapport with your audience in an authentic and fun way.

It’s no wonder that social media advertising spend is growing and expected to reach over $207 billion by the end of 2023. If you’re ready to harness the power of social media campaigns for your own brand, you’ve come to the right place. Here we share how to launch your own campaign alongside some real-life examples of successful campaigns.

What is a social media campaign?

A social media campaign is a key part of your social media strategy (which aims to convey a unified message in order to achieve a specific goal). You can use a social media campaign to raise awareness of a specific product, reach a new target audience through their favourite format, keep existing followers engaged, and hit your marketing goals.

Unlike organic posts, you need to have clearly defined goals around what you want to achieve with your campaign and then settle on the platforms and content formats which best fit those goals. If you want to engage a Gen Z audience, for example, you may need to up the ante on TikTok, while YouTube may help to reach a more diverse demographic via longer video posts.

Types of social media campaigns

How you go about crafting your social media campaign will depend on your goals. For example, here are a few social media campaign types which could be part of your larger social media strategy:

  • Brand awareness campaign – if you’re a relatively small brand or an established business who just wants to capture bigger market share, this campaign will focus on promoting who you’re as a brand and what you stand for.
  • Rebranding campaign – are you perhaps changing your business name or your logo? Well, you can launch a social media campaign to show off your new look.
  • Influencer campaign – whether you want to increase awareness or drive sales, influencer marketing can help you reach a wide audience and drive traffic to your website.
  • Seasonal campaign – we’ve all seen and heard the wintery Christmas video ads and the social media posts promoting seasonal products and holiday discounts. These types of seasonal campaigns can help you boost sales in specific periods of the year.

These are just a few examples of the types of campaigns you can make use of. When drafting your campaign, you always need to consider the following:

  • Your target audience
  • Your goal
  • Your budget

This will help you decide if you should do paid advertising as part of the campaign, engage influencers or perhaps focus on user-generated content instead.

Social media campaign examples

Social media has been around for a while, which means there are plenty of examples of what you should or shouldn’t do in order to reach your campaign goals. Below we share several examples of campaigns which have taken the world by storm thanks to their creativity and innovative thinking.

Social media awareness campaign examples

Focusing on a cause or one of your brand values is a winning approach to launching a successful campaign. Just take a look at Dove’s #ShowUs social media campaign, which focused on inclusivity and diversity among women. Dove partnered with Girlgaze, a community of non-binary and female-identifying individuals, and Getty Images in order to show an unfiltered and alternative view on beauty.

The campaign generated over 10,000 images depicting a more inclusive vision of beauty, which brands and advertisers can use via Getty.

Likewise, the campaign has garnered over 628,000 posts on Instagram and has had an immensely positive response from women across the world.

Effective social media campaign example

If you want an example of an effective campaign, look no further than Spotify Wrapped. The audio streaming giant launched Wrapped back in 2016 as a way to give listeners a personalised overview of their favourite songs and artists.

Since then, the campaign has exploded into a social media sensation with 60 million shares from 90 million users across the world. Spotify doubled down on the effectiveness of its campaign by giving select listeners an end-of-year-thank-you video from their favourite artists (the artists included in the campaign grew from 100 to 40,000 between 2021-2022).

Creative social media campaign example

Not all of your content needs to be personalised or user-generated in order for you to hit the lottery. Back in 2013, Purina, a pet food manufacturer, partnered with BuzzFeed to create a series of videos around one of our favourite things to watch online – cat videos. 

The campaign, titled Dear Kitten, has grown since then into a collection of 13 videos which feature an older cat “imparting advice” to a new kitten in the household and has garnered almost 100 million views. Not only is the campaign timeless and able to be shared all year round, but it also makes great use of humour to incite engagement and shares among its viewers. 

Social media campaign strategy 

Now that you’ve had a look at a few well-performing social media campaigns, it’s time to start planning a campaign of your own. In order to do this, you need to have some things in place first:

  • Understand your audience and what platforms they use the most
  • Understand your competition
  • Define your social media marketing goals

Once you have these things at hand, you can start planning your campaign.

Create a social media campaign plan

As mentioned earlier, all of your campaigns need to be grounded in a sound marketing strategy that uses data to decide how many campaigns you need to run, on what platforms and for how long. 

First, think about the overall goal you want to achieve with your social media marketing strategy. Do you want to increase the number of followers, grow sales of your existing products or improve brand loyalty and customer retention? 

Once you have a clear idea of what you want to achieve, you can start thinking about the actual content format, platforms, and tactics you can use to achieve these goals.

Create a content calendar

It’s quite common to have your campaign run across several social media platforms. However, your content and approach should be different for each. Say, for instance, you’re using Instagram and TikTok to create a buzz around the launch of a new product. 

While you may use exactly the same hashtag across both platforms, you may need to create slightly different content and post it at different times of the day depending on when your audience is most active. 

Consider using influencers 

Influencer marketing was worth $16.4 billion in 2022 and it shows no signs of stopping. If you want to increase the chances of success for your campaign, consider partnering with influencers who can promote your brand to their large audiences. 

Choose influencers whose values and work is aligned with your own brand (for example, don’t get a wellness influencer promoting your juicy, fat burgers). Likewise, go for influencers whose followers are your ideal target audience. Bear in mind that influencers with a huge following can cost hundreds of thousands of pounds per post, so choose your partnerships wisely.

Social media campaign manager 

Once you’ve decided what content will be posted where, how do you monitor its effectiveness? Things can easily get out of hand, especially once your audience starts engaging and responding to your content.

Here, it’s instrumental that you add a social media campaign manager such as Vamp to your digital marketing toolbox to keep track of all of your posts and engagement. A good campaign management tool will have everything you need to make your campaign a success, such as an ROI calculator, flexible campaign workflows, and comprehensive analytics to understand how you’re doing at any given time.  

Social media campaign template 

Having a clearly defined template for your campaigns will help you stay consistent and follow through with your content plans. Here’s a simple campaign template to get you started, but feel free to add to it or amend it as you see fit:


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