Brand-tober just got better with these creative campaigns.
REFY - Birthday Community Dinner in NYC
If having a pulse on community engagement and strong brand marketing was an olympic sport, REFY Beauty would take gold.
In honor of their 4th birthday, REFY invited a few guests to the ultimate NYC girl dinner. Instead of exclusively inviting large influencers and creators, REFY selected their guest list from members who are subscribed to their broadcast channel as a message that they do community engagement differently, simply, and efficiently.
Many brands have yet to utilize Instagram's broadcast channel feature the way many followers have yet to discover them. By offering exclusive announcements on their channel, they took it a step further to offer an exclusive event with early food and product tastings. With this approach of "celebrate with us" instead of "celebrate us," REFY redefines community inclusion the way beauty industry consumers want to be involved.
Amazon and Grub Hub - Delivery's Other Half
Partners in crime? Partners in partnership. Amazon and Grub Hub's co-branding takes an elite level through their casual and effortless approach in promoting their long-term partnership. Amazon Prime members can now get free delivery with their Grub Hub orders and have both delivered in an instant. This pair is making noise with short-clipped videos across YouTube and social media to promote this announcement. Some clips mention "carpooling" and "apartment 2B" in reference of their B2B partnership. Check out their Word on the Street promotion.
Jennifer Hudson Show - Hall Roll Call
Kelly Clarkson, Drew Barrymore, and now Jennifer Hudson. Several celebrity talk shows have emerged in the last few years, but Jennifer's social team is making noise - literally. With a new way to promote special guests, the Jennifer Hudson Show shares a custom roll call on social media and has gained great visibility.
From Gwen Stefani, Saweetie, and Angela Basset, these videos have each brought in over 30 million views. Speaking personally, I was not aware that Jennifer Hudson would be airing her own talk show until these video surfaced on my TikTok. With this engaging, unpredictable, fun, and entertaining content, the millenial and Gen Z crowd is drawn into her show the way they are not in other shows.
This exemplifies that personality, culture, and community sells in entertainment. The Jennifer Hudson Show gets a hall pass on this one.
2024 World Series - Two Costs, One Crown
During such an iconic time in sports, the MLB elevated their World Series promotion with the coast versus coast approach. Generating over 4 million views on Instagram and over 200,000 likes, the "Two Coasts, One Crown" video goes down in the list of epic sports promotions. Though this event requires no promotion through the high volume fan bases of the LA Dodgers and New York Yankees, content like this drives community engagement.
Thousands of fans comment which coast is the best and kept that momentum across several days of social media activity. This is a lesson learned that content lasts, messaging sticks, and community can grow when you do it the right way.
Last but not least...
Breaking Barries: Rhode Barrier Butter
Beauty is based on aesthetics. Rhode, Hailey Bieber's beauty brand
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