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The sun is out, the air is warm, and brands are in the thick of their summer campaigns. While customers are enjoying leisurely vacations and breathing in the salty air, brands are using smart integrated campaigns to reach fans near and far.
Here’s a look at our six favorite summer campaigns of 2015:
Known for unique designs and bold jewelry, Kendra Scott has become a household fashion name to women around the world. In July of 2015, the brand announced Mystic Bazaar, its newest collection, in a fully-integrated, exotic campaign.
Perhaps the coolest part of this new campaign, was the sneak peek Kendra Scott gave fans through a Mystic Bazaar Pinterest inspiration board days before the official launch.
Not only did this Board show off the jewelry designer’s newest pieces (hello, wishlist!), but it also gave fans a sense of involvement in the collection. After all, it’s one thing to show the latest bracelet, it’s a completely different experience to let fans in on the inspiration by matching jewelry design with a quiet desert sunrise.
This summer, HomeAway is teaming up with internet sensation Kid President to ask: what do kids really want out of a vacation?
To find the answers, HomeAway released a fun YouTube video to run alongside a Kids Rule contest. Not only does this contest incorporate Facebook and Twitter, it also drives fans to an interactive landing page.
It was a smart move for HomeAway to partner with Kid President. This unconventional influencer is someone kids and parents alike can't seem to get enough of, which is why this campaign is making such a splash!
For Summer, Target is keeping it cool on Twitter with a mix of user-generated and owned content. This integrated campaign not only drives users to the website, but also incorporates Target’s other digital properties, like A Bullseye View and Cartwheel.
While a lot of Tweets linked back to Target properties, some put the spotlight on fans.
This refreshing campaign captures the essence of summer on social. By mixing products, fun images and user-generated content, Target focuses on building connections on social, not just pushing sales.
To encourage donations to protect endangered species, WWF embraced emojis for their cause marketing. On the heels of World Emoji Day, this campaign speaks to consumers in the widely accepted language of emojis.
Talk about a smart way to raise awareness and encourage donations.
For a bright and shiny summer campaign, Spontex used a mix of magic and creativity on Twitter. This company, which boasts itself as a leader in household cleaning supplies, posted a series of white images to their Twitter feed leaving followers both confused and intrigued.
The trick? Behind every white image was a hidden message that could be viewed by clicking on the tweet and then on the white image.
By piquing curiosity, Spontex generated a lot of buzz with one of the cleanest campaigns we’ve seen all year.
You scream, I scream, we all scream Tweet for ice cream! This year, Good Humor delighted New Yorkers with the chance to Tweet for ice cream.
As Good Humor travels around the East Coast for the “Welcome to Joyhood” campaign, ice cream lovers near and far can take to Twitter for a refreshing treat. The use of digital and fan participation makes Good Humor one of our favorite summer campaigns of 2015.
Overall, it’s been a hot summer for integrated campaigns. While it’s still important to lather on the SPF, it’s also crucial to think ahead to what’s next. For more social media strategies, read our Social Media Pocket Guide.