The 8 best social media campaigns of 2012

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Nike #MakeItCount in 2012 (Twitter)

The goals of the campaign were to use the Nike brand to encourage and motivate people to "make it count" this year. The campaign focused on fitness and health and incorporating powerful photos, content, and videos corresponding with the "make it count" message. The campaign was cross-channel (Instagram, YouTube, Twitter, Facebook); however, the hashtag was the stickiest aspect of the program.

Here's how the campaign was implemented on Twitter:

The #MakeItCount campaign was launched in January 2012, right around the time when people are checking in on their New Year's resolutions. The campaign features 11 athletes in three countries. Videos, photos, and links about how these 11 athletes were pushing their boundaries and "making it count" were shared on social channels using the #MakeItCount hashtag. This content was shared virally, and users began sharing their own #MakeItCount experiences and how they were motivating and pushing themselves.

Why this was one of the best social media campaigns of 2012:
The campaign was in-line with Nike's core messaging: "Just Do It." Choosing 11 athletes and leveraging their fans and followers amplified the messages. The #MakeItCount hashtag was brilliantly crafted to be succinct, to-the-point, relevant, and easily shareable. Furthermore, the videos are highly engaging and motivational.

Source: The Inspiration Room



laura sweet
laura sweet December 25, 2012 at 5:42 PM

All interesting creative ideas and executions for the most part. But what I'd like to know is did these efforts increase their brand awareness? or the number of loyalists/followers/pinterest members or facebook group members? Or affect sales in any way?

I had never actually heard of any of these with the exception of Nike's and I am a member of all of the social networks and platforms on which these ran.

It'd be great to have some actual statistics.

dave adox
dave adox December 19, 2012 at 2:35 PM

Love these, especially Honda, which leveraged a great tactical insight, and also Grey Poupon with a creative one. Sephora on the other hand must have generated tons of fake fans by giving away prizes with such mass appeal - I would have advised something more relevant to its customers.

Miglena Nedelcheva
Miglena Nedelcheva December 12, 2012 at 2:50 PM

I like Dollar Shave Club's video and America's Got Talent YouTube submissions. Both campaigns are viral.