As you may well know, the Clearbox team is a big fan of a good social media campaign. We’re always sharing anything interesting in the Slack chat, so we thought we’d outline some of our favourites from this year so far. Without further ado…
Heineken Virtual Pub Museums
Heineken recently launched their virtual pub museums campaign, which sees three popular Irish pubs roll out their own virtual museum powered by Snapchat Lens and the WebAr platform 8thWall. Customers in each pub can scan a QR code that unlocks a range of historical facts and stories about each pub in a pretty cool virtual environment.
As part of the initiative, Heineken is also exploring how these pubs can apply for official Museum accreditation and become formally recognised as museums. By supporting pubs to become an official museum, Heineken aims to preserve pub culture and the future of socialising.
A pub museum? Are you joking? Sign us up.
Mini Eggs
This one is adorable – just in time for Easter, Cadbury launched a campaign that celebrated its best-selling Mini Eggs with a 3cm-tall social-first ad campaign. It’s been five years since the last Mini Eggs campaign launched, and we must say this is the cutest ad for chocolate we’ve ever seen.
The tiny billboard campaign ran across organic social in the UK and Ireland, with Charlotte Parkes from Mondelēz International explaining: “While others clamour for attention with loud, flashy ads, Cadbury Mini Eggs proudly embrace their small yet mighty stature.”
You caught our attention, that’s for sure.
Malibu Summer Shades
Malibu’s recent campaign is designed to combat the winter blues and “spread some virtual sunshine”.
With the help of AI, Malibu has transformed artworks and statues worldwide with brighter summer hues and a pair of sunnies. Social media users are encouraged to submit their own winter photos for a summer makeover using the hashtag #MalibuSummerShades.
The brand is not the first to use technology to transform famous landmarks in their social media marketing. Some of our other personal favourites include when JD Sports put a North Face puffer Big Ben, or when Barbie made an appearance in Dubai. Some of us even fell for it…
Asda and ‘Granfluencers’
The most recent, very heart-warming campaign from Asda features two ‘granfluencers’ – Nana K and Nana Joan – taking followers on their weekly shop. This wholesome campaign tests whether Asda’s price match claim with Aldi and Lidl is the ‘real deal’.
This campaign from Asda comes on the back of the rise of ‘granfluencers’, and we couldn’t be more enamoured. The campaign recognises the desire for honest, authentic content on social media and tugs right at the hearts of grandchildren across the country.
Michael Cera x CeraVe
If you haven’t seen it, you need to see it. This wacky campaign came to a head with the brand making its Superbowl ad debut – but the fun didn’t start there.
In the run up to the Superbowl, it’s common for brands with multi-million-dollar ad slots to tease their campaign to the rest of the world. CeraVe was no exception… and it gets a bit weird.
The campaign started by creating a conspiracy that comedian, musician and actor Michael Cera is somehow related to the creation of CeraVe skincare products. During the weeks and months prior to the NFL championship, the popular skincare brand teased the ad with a campaign across social and earned media. The culmination of several Instagram videos, papparazi pictures and more begged the question: what is Michael Cera’s connection to CeraVe?
Just days before the big game, iamcerave.com was launched with a 60-second-long clip revealing Michael Cera as the brains behind the whole skincare operation.
According to ad research company DAIVID, the stunt was ranked as the most effective Super Bowl campaign on TikTok.
CeraVe later posted the ad to their social media accounts with the caption:
“We’ve seen this circulating on the internet. Please DO NOT WATCH and DO NOT SHARE. We are #developedwithderms.”
We loved everything about this – the play on the name, the interaction with a mixture of Michael Cera fans, CeraVe fans and American football fans, but mainly we loved the absurdity of it all.
These are but a few of the great social media campaigns that have caught our attention this year, and we are excited to see what the big bad world of social media will throw our way next.
Let us know if we missed your favourite!
