Some people might use social networks to broadcast every detail of their lives, but these brands created secret social media campaigns to engage with consumers. Trend Hunter Research Writer Laura McQuarrie discusses her top picks for covert campaigning, from feline dating to cinematic networking.
Gilette teamed up with Tinder to discover how to better market their shaving products to college kids. In another Tinder collaboration, Vancouver Cat Rescue Organization created fake profiles to match people up with prospective adoptions. Jagermeister used the ephemeral nature of Snapchat to their advantage by sending clues about an exclusive themed party. To promote Taken 3, Liam Neeson participated in a LinkedIn-based secret social media campaign where people could be endorsed for their own set of special skills and receive a video testimony of the action star vouching for their abilities.
Covert Campaigning
Laura McQuarrie Shares Her Favorite Examples of Secret Social Media Campaigns
Trend Themes
1. Covert Campaigning - Secret social media campaigns are a growing trend for brands to engage with consumers in a more unique and interesting way.
2. Branded Collaborations - Brand partnerships, such as Gilette and Tinder, offer opportunities for mutual benefit and reaching new target audiences through unconventional marketing channels.
3. Ephemeral Marketing - Utilizing platforms like Snapchat, as seen in Jagermeister's campaign, allows brands to create buzz and exclusivity around their products or events.
Industry Implications
1. Personal Care - The personal care industry can explore covert campaigning techniques, like Gilette's collaboration with Tinder, to better understand their target consumer and engage them effectively.
2. Non-profit - Non-profit organizations, like the Vancouver Cat Rescue Organization, can benefit from secret social media campaigns to raise awareness and promote their cause in a creative and attention-grabbing way.
3. Alcoholic Beverages - The alcoholic beverages industry, showcased by Jagermeister's Snapchat campaign, can leverage ephemeral marketing to create excitement and drive sales, particularly around exclusive events or limited edition products.