It’s these kinds of blog posts where we get to have a little fun. It’s not super analytical, it’s not super heavy, it’s lighthearted and fun. Here we gather the good, the bad and the ugly in social media campaigns from 2017.
In 2016, there were some great (and greatly terrible) social media campaigns and 2017 certainly didn’t disappoint. From the warm-hearted to the downright ridiculous, there are the best and worst social media campaigns of 2017.
Mr. Clean Gets Dirty
In this Super Bowl ad, Proctor & Gamble turn a very unsexy product into a hunk of cleanin love. It’s a tongue and cheek nod to the idea that husbands who clean are sexy. You can see the ad in the video below.
In the weeks leading up to the ad, Mr. Clean created buzz on Twitter and Facebook by releasing teasers and shorts of the video. So when it came time to reveal the video at the Super Bowl, the already a-buzz social media frenzy went wild.
To date, the video has been viewed over 17 million times and because the Super Bowl is so close to Valentine’s Day, the company took the opportunity to capitalize on the well-timed messaging with some promotion ads as well.
Heineken Opens Your World
2017 was, unfortunately, a year of political divide. The conversation on social media quickly turned into debate about a number of different issues. Heineken looked to break down those barriers of political divide and make it less black and white by adding a little grey into the mix. You can take a look at the powerful campaign below.
The campaign, which mostly focused on Facebook, received 3 million views in the first 8 days and 50,000 shares in its first month with the trend hashtag #OpenYourWorld. On top of the buzz, it’s a great example of how you can properly align your brand with powerful social movements and be part of the conversation, until some other ads on this list, but we’ll get to that in a second.
Taco Bell Celebrates Cinco De Mayo
Taco Bell took to Snapchat to allow users to not just enjoy their delicious tacos but actually become one! Check out the video below to see what we mean.
Taco Bell has always been a big player on the Snapchat platform. But when they decided to let everyone become a taco, they shattered records, in just one day.
The lens was viewed more than 224 million times in one day, with Taco Bell dishing out $750,000 for the pleasure – at a cost of just 0.3 cents per view.
I mean, who doesn’t want to become a taco?
Chiquita Banana’s Solar Eclipse
Seeing a solar eclipse is one thing, but taking credit for it is whole other ball game. And that’s exactly what Chiquita Bananas did. Leading up to and during 2017’s big the solar eclipse, Chiquita dubbed the Sun’s crescent shape as the “Banana Sun”. Beginning on August 7th, the company created a website, promotional gifs and great videos and shared them online. You check out the video of the Banana Sun below.
Thanks to the Banana Sun, Chiquita managed to garner thousands of new Twitter followers, hundreds of comments on its Banana Sun GIFs, and tens of thousands of retweets. At least two of the company’s solar eclipse videos were viewed over a million times.
Kendall Jenner Stops Social Injustice With Pepsi
The award for the most tone-deaf campaign of the year goes to…
Last year Pepsi partnered with the very successful model and reality star Kendall Jenner for a campaign that aligned Pepsi’s values with America’s political climate. The goal of the campaign was for Pepsi to basically say “we hear you all and we’ve got your back.” Instead, what we got was a tone-deaf message that made Pepsi, a billion dollar corporate product linked to addiction and obesity, the solution to racist and sexist America.
You can see the cringe-worthy ad below.
It’s not the first time a company has aligned their corporate messaging with social justice movement. Heck we put Heineken on this list. I think the biggest difference is that Heineken had a powerful message that despite our differences, we could come together as human beings and accept each other for who we are.
Where as Pepsi’s message was that despite our differences, we’ll always have Pepsi!
Dove Gets In Shape
Dove has been a leader of the true-beauty movement, questioning representation of Women in pop culture. Their messaging has always been uplifting and moving. But in 2017, they had a number of off-brand missteps that were borderline, if not completely offensive.
The first misstep was a video that showed a black woman turning into a white woman. You can see the video and the controversy surrounding it below.
The messaging was terrible and Dove received a ton of backlash all over social media. But that wouldn’t be the first time they misstepped in 2017.
Dove then had a campaign where for a limited time you could buy bottles of Dove in all different shapes and sizes. It was all about “breaking the mould” of what real beauty is. You can see the ad below.
So there you have it! Some of the best and worst social media campaigns of 2017. It was a great year for marketing and creativity but certainly wasn’t without its controversies. We can’t wait to see what 2018 has in store for us.