Social media campaigns are big business. In fact, social research company Hubspot estimates that some US$3.08-billion was spent just on advertising on social networking sites in 2011.
And although quite a bit has been made about General Motors (GM) pulling a chunk of their marketing budget from Facebook, the fact is the company is still committed to spending US$30-million a year just on Facebook campaigns.
They work too. A recent study by research company Millward-Brown showed that there was a direct correlation between how successful a company is and how well it uses social media. Research from eMarketer meanwhile suggests that brands can profit dramatically from a well-executed social campaign.
The Bees Awards, a San Francisco-based award for the best use of social media, has revealed what it thinks are the best social media campaigns for 2012. Agencies and companies from 40 countries, ranging from Europe, China, Israel, the US and South Africa have scooped honours for innovative use of social media.
Although US agencies feature heavily in the winners and nominees list, a number of campaigns from emerging markets drew the attention of the judges.
Among the more notable ones was an Israeli campaign by Mccann Erickson, Tel-Aviv that used Facebook Timeline to illustrate the effects of drug use. Ogilvy Cape Town’s mobile campaign for Black Label beer, which allowed soccer fans to “Be the Coach” and choose players for two of the country’s premier soccer sides, also stands out.
One of the best overall campaigns, however, had to be Canadian company Agence Tuxedo‘s “Go Beyond The Cover“, which used the tattoo-covered Rico Genest (a.k.a. Zombie Boy) to demonstrate how effective cosmetic company DermaBlend’s concealing products are.
While massive multi-national agencies like Saatchi & Saatchi — which won Agency of the Year — and Ogilvy had strong showings, smaller agencies like South Africa’s Joe Public, which won for Best Use of a Microblogging Platform, and Spain’s Contrapunto also stood out.
It is the third edition of the awards, the biggest ever. Below are the winners and runner-ups:
Nur is an enigma with a passion for creating words. He recently entered a love affair with technology and chorizo sausages. He travels a lot -- you catch him, if you can, at a Silicon Cape event every now and again. More