Social media has found its way into most people’s lives in some capacity. Whether users are constantly posting
and consuming media, or they perhaps utilize their socials once or twice a week, social media has become an
incredibly efficient and broad-reaching method to engage audiences. It is also a very useful way to find new
audiences and the public.
Content producers are very aware of the potential of social media, so will often produce short and long-term
social media campaigns for whatever they are working on to spread the news to those who are interested, and
to find new audiences. However, merely creating a Facebook page and publishing a few updates will rarely
work. It is a highly strategic and targeted process that affords the logics of social media to ensure it is seen by
those targeted audiences and the public.
For this assignment, we want you to identify a social media campaign and critically examine how it operates.
Some examples of past social media campaigns might be:
Content Marketing, Frank Body: https://www.coredna.com/blogs/ecommerce-content-marketing-frank-body
Social Enterprise, Who Gives A Crap: https://au.whogivesacrap.org/
Branded Content, Digital Agency Network: https://digitalagencynetwork.com/amazing-instagram-story-adsfrom-the-creative-brands/
Product, Starbucks Unicorn Frappuccino: https://www.theguardian.com/business/2017/apr/21/unicornfrappuccino-starbucks-instagram-selfie-social-media
Lifestyle, #LushLife: https://www.instagram.com/explore/tags/lushlife/?hl=en
Beyond marveling at the success or failures of your campaign, you are required to draw on the learning of this
unit to examine the social media campaign.
Sample Solution