I’ve spent 20 years in social and digital agencies or roles. Over that time, platforms have evolved, audiences have shifted, and the golden rules have changed. Scroll down to explore social-first campaigns that reflect that change, but always built to be fit-for-platform and made to stop thumbs from scrolling.
Everyday social feeds are filled with food snaps and flexing that night’s culinary achievements. Not faced with food insecurities perhaps many of us take our food for granted, seeing it as entertainment.
As part of Walmart’s Feeding America commitment, we wanted a social stunt to raise awareness of food insecurity across the country. We did this by removing food from the places you’d expected it.
On Instagram people posted a black & white food picture and Walmart secured 100 meals through Feeding America for families in need.
We partnered with TasteMade to create their typical cooking videos, but without food.
Retailers were racing to become number one in grocery delivery, Walmart made a big push to launch their grocery pickup service.
We demonstrated the service during The Golden Globes by rolling up to pickup with a fleet of famous cars, in an epic crossover of film and television.
And the 360 video made
Google’s Top 10
A receipt tells a story. That simple thought helped us to create the connection between two apparently distant worlds: Hollywood and everyday shopping. And it worked.
A-List movie directors created short films inspired by the items on a Walmart receipt. We ran a social war room to launch the films on the night of The Oscars, and created real-time receipt reactions to the events of the night. At the end of the night we helped the brand reach a new high in positive sentiment.
McDonald’s used to redirect all gripes about their food to a call-center. Now armed with answers, they could reply with personalized responses.
How do we see and hear questions that were mostly online?
We took the comments box to the streets.
When it comes to food, McDonald’s is a lightning rod for criticism and attacks. Most is either inaccurate, out of date or is complicated to explain. Even to address rumors would elevate attention to them. Yet the silence created a vacuum for these myths to become fact.
With social amplifying untruths, McDonald's could no longer stay silent. Tough questions deserved honest answers.
When people spotted the whale bus, we encouraged people to snap a picture and share it for the chance top win whale goodies and tickets.
