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The best social media campaigns of 2016 (so far)

The best social media campaigns of 2016 (so far) Lauren Friedman

The social media space is evolving once again. Organic content is reaching fewer and fewer people and paid is becoming more and more important. There are more ways to deliver customized, personalized experiences to consumers than ever before. Users are demanding more real-time, instantly available content and live-streaming on social platforms is on the rise. Not to mention, virtual reality, artificial intelligence, and the rise of chatbots.

Brands are learning (quickly) they have to adapt and adopt to stay on top. And some have just knocked it out of the park. Here are a few of my favorite digital campaigns of 2016 (so far).

L'Oreal's #WorthSaying Golden Globes campaign

In an effort to change the dynamics of the red carpet, L'Oreal launched a campaign aimed at getting women talking about what's important, not just beauty. The brand conducted research and determined that a majority of women agree that "powerful and motivating language gives them a stronger sense of self-worth."

Similar to Dove's #SpeakBeautiful campaign that launched during the 2015 Academy Awards, L'Oreal is using Twitter during a red-carpet, image-conscious event to try and change the cultural conversation around women and beauty. The brand's celebrity spokeswomen promoted the #WorthSaying campaign on their social channels.

Snickers' Hungerithm

As the tagline goes, "You're not yourself when you're hungry." I like to call it "hangry" (you're so hungry you're angry). And what better place to rant about it than on social media?

Snickers decided to create a Hungerithm -- an algorithm (in case you didn't get the pun) that lowers the price of candy bars based on the anger levels of the internet. Yes, really.

"Considering how quickly the internet can swing from a place of sharing and enlightenment to one of incredible vitriol, we felt this was the perfect way to bring the, 'You're Not You When You're Hungry' platform to life," says Ant Keogh, executive creative director at Clemenger BBDO Melbourne.

IHOP's Paradise Pancakes

Facebook Live is on the rise, and IHOP nailed it. The breakfast restaurant took its summer-fruit flavored Paradise Pancakes to the beach on Facebook Live last week, live-streaming footage of three stacks of flapjacks on a picnic table. Waves broke in the background. A seagull occasionally flew by. And the video was the brand's most watched to date.

Baileys Irish Cream "When Coffee Met Baileys"

Baileys Irish Cream are wooing Instagram users with a spoof soap opera that details a love triangle between the liqueur, coffee, and milk. According to the brand, the storyline is about Coffee Pot and "his game of subterfuge as he strays from lifelong partner Milk and discovers the delights of Baileys. The triangle becomes even more complicated when Swiss Muesli finds himself embroiled in the drama." Start the journey here

LACMA's Snapchat (in general)

The Los Angeles County Museum of Art joined Snapchat and they're dominating. The museum is using Snapchat to not only bring more people into the museum, but to create more awareness of the museum nationally, and to Snapchat's younger audience. Full of art-inspired memes and interpreting historic art pieces through the lens of Beyonce or "Mean Girls," LACMA's is using Snapchat in one of the most creative ways I've seen.

As the tech we use in our everyday lives continues to evolve, I'm looking forward to seeing what else 2016 brings.

What would you add to the list?

Lauren Friedman is the head of Global Social Business Enablement at Adobe.  She's a digital and social marketing authority, with extensive experience working with Fortune 500 brands to integrate digital and social media into their overarching...

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