Social Direct Response

11 Social Direct Response Marketing Campaigns from Winning Brands

AJ Damiano
AJ Damiano

Tired of getting just likes and comments on social media instead of leads and sales?

Social direct response marketing is a strategy that shifts the focus from just awareness to action.

Let’s take a look at some social direct response campaigns where companies turned passive likes and shares into contact lists for their CRMs and conversions.

1. Countdown offer

Swoop, a Canadian budget airline, decided to breathe new life into the concept of limited-time offers by scribbling a giant coupon in the sandy shores of a Mexican beach and making a whole show of it on Facebook Live.

Source: Oliver

It was a race against time. You've got to book before the waves do their thing and wash it away.

Source: Oliver

Turning a stretch of sand into a cash-saving coupon? Genius move. It got eyeballs and sparked a whole lot of buzz. The campaign also doubled as a sneak peek of the beautiful destination.

With the tide rolling in like a deadline on steroids, folks were scrambling to book fast.

Live streaming the event invited real-time interaction, making potential customers feel part of an exclusive opportunity.

Bookings went through the roof – we're talking an 80% climb.

You can create similar campaigns with Scrollmark even if you're not drawing giant coupons on beaches.

Whether it's a virtual event or a clever use of your product, Scrollmark's got the tools to help you make the most of that buzz.

Use Scrollmark to send automated personalized messages to followers who interacted during the live stream, thanking them, reminding them of the ticking clock, or offering help with booking.

During the live stream, you can ask your viewers to comment with a specific hashtag to get the coupon. Then set up a simple automation to let Scrollmark send the discount code to users who comment and ask them for their email address.

All those details – who got what DM and what’s their email address – are neatly tucked away in Audiences, ready for you to dive into once the dust settles.

Missed opportunities? No worries. Pull those details into your CRM and hit up the almost-customers with a deal they can't ignore.

And when the live buzz fades, keep the conversation fresh with Scrollmark's drip campaign – think of them as the social media version of drip emails.

2. Limited edition product campaign

Starbucks managed to brew up a storm with their Unicorn Frappuccino campaign, blending coffee with mythical creatures and vibrant colors.

For one week, you could get a coffee that began as a purple drink with swirls of blue, sweet and fruity to the taste. And with a simple stir, it turned pink with a tangy twist.

This drink wasn’t just a feast for the eyes, it was an invitation to play, share.

The drink's color-changing feature was not just Instagram-worthy but also deeply engaging, encouraging customers to interact with their beverage.

The limited edition nature of the drink created urgency and exclusivity, urging everyone to dash to their nearest Starbucks and capture the magic for themselves before it disappeared.

This strategy brilliantly used the power of visual storytelling to turn customers into eager ambassadors for the brand.

Create a campaign that encourages your audience to share their experiences with your product. Make it a contest or challenge or make the product so visually appealling that they can’t help but show off.

Then use Scrollmark to look for posts with campaign hashtags and mentions of your brand.

Automatically respond to all this user-generated content with thanks and a coupon for their next purchase with your brand, sent directly to their DMs.

Let Scrollmark's AI handle follow-ups on those coupons, addressing queries, recommending products, or simply keeping the conversation going.

Encourage your audience to share their experiences with your product. Whether it’s a color-changing drink or something equally innovative, make it something they can’t help but show off. This not only amplifies your campaign but also builds a community around your brand.

Starbucks' Unicorn Frappuccino campaign shows the power of combining visual appeal with scarcity to drive both engagement and sales.

By using Scrollmark, you can create similar strategies that are even more interactive, data-driven, and personalized, turning followers into eager buyers.

3. Product education contest

Remember when Zoom became our collective office, classroom, and hangout spot overnight?

They held a Virtual Background contest to further embed the virtual meetings platform into the daily lives of its users by educating them about their background feature.

Zoom's contest encouraged users to get creative, turning a simple feature into a fun and engaging community event.

Participants whipped up their coolest, funniest, or most out-there virtual backgrounds.

Zoom had a whole landing page for just the contest and a separate Twitter handle, making it easy for users to participate and follow along.

Through this contest, Zoom not only educated users about the virtual background feature but did so in an entertaining way, increasing feature adoption.

Turning your product's features into a contest, a challenge, or a showcase turns your audience into active participants and advocates for your brand.

With Scrollmark, you can set up automations that instantly respond to contest entries on social media. Make every participant feel seen and appreciated from the moment they share their entry.

Who doesn’t love instant gratification? You can use Scrollmark to reward participants for their engagement. Offer discount codes, exclusive access, or sneak peeks at new features directly through DMs.

The end of the contest doesn’t mean the end of engagement. Use Scrollmark to follow up with participants, introducing them to new features, products, or upcoming contests.

This continuous engagement cycle reinforces brand loyalty and keeps your audience looking forward to what’s next.

4. Turning negative response into positive

Did you hear the one about BarkBox and their November-themed dog toys?

Yeah, those got an... interesting reaction, drawing an unexpected comparison from the audience to an adult-themed product.

Instead of hitting the panic button, BarkBox leaned in with a grin, tossing back jokes and playful comments.

What could've been a marketing mishap turned into a masterclass in handling surprises with flair.

This not only defused a potentially sensitive issue but also capitalized on it to drive sales and enhance their brand image.

The humorous exchange caught the attention of media outlets, who took it to more and more people.

BarkBox’s adventure in ad-land serves as a great reminder: when life gives you lemons, or in this case, cheeky comments, make lemonade—and then sell it with a smile.

Using Scrollmark into your social media strategy gives you the tools to not just react, but to engage, entertain, and convert, turning what could have been a facepalm into a high-five moment.

Scrollmark's AI could be configured to recognize similar comments and automatically respond with pre-approved witty replies, maintaining engagement around the clock.

With Scrollmark's brand safety nets, our AI will automatically monitor for spam, bad actors, and high risk accounts and prevent engagement with them.

Strong social attribution and analytics means you can also see how your humor translates to conversions, fine-tuning your strategy for maximum impact and ROI and showing your social’s worth.

5. Launching an ambassador program

The Know Your Lemons Foundation took a slice out of the ordinary with their ambassador program that used the power of community education to raise awareness about breast cancer.

The campaign used visuals of lemons to teach about breast cancer signs. It’s not every day you see fruit saving lives, but here we are.

Their clever use of lemons made the information not only accessible but also shareable, squeezing education into every conversation about health.

By training volunteers with an online course, the foundation creates informed advocates who can share accurate information both online and offline.

Providing ambassadors with a variety of digital resources, including an app and games, makes learning interactive and engaging.

Scrollmark can help you make the whole process even slicker and making your ambassador program effective.

You can automate the distribution of digital educational content direclty in the DMs of followers who remain very engaged with your brand.

Scrollmark can also help recognize the contributions of top-performing ambassadors, giving them rewards in DMs or the limelight with shoutouts.

By adopting similar strategies with Scrollmark, organizations can amplify their message, empower volunteers, and make a lasting impact on public health education.

6. Product launch

Allbirds took to Instagram and YouTube to launch their eco-friendly sneakers, not just as a product, but as a lifestyle choice for the eco-conscious consumer.

With teases on Instagram and stories on YouTube, amplified by collaborations with affiliates across social platforms, they created a buzz that translated into significant sales and brand loyalty.

Allbirds' approach shows how aligning a product launch with broader, meaningful values can resonate deeply with consumers.

For your product launches, you can use Scrollmark to respond in real-time to every like, comment, and share, making every interaction a step towards conversion.

Offer people who engage with your product launch posts early access directly in their DMs, making them feel part of an exclusive club.

You can even create tailored paths for different segments of your audience in Scrollmark, making sure your DMs resonate and drive action. Using smart filtering options and social listeners, you can segment the journeys based on user behavior or profile.

7. Spotlight contest

Snickers turned "rookie mistakes" into a relatable social media contes where sharing your rookie mistake could win you Super Bowl tickets.

The campaignt was not only fun but also highly interactive.

The concept of making a mistake and needing a Snickers aligns with the brand's long-standing ad campaigns, reinforcing their marketing message.

If you decide to run such a contest, Scrollmark could manage and automate entries.

You could also use Scrollmark to monitor and engage with the social media conversation around the contest hashtag, encouraging further participation.

Our AI can automatically send personalized follow-ups to participants, offering additional incentives like coupons or sneak peeks at future contests for their email address.

8. Hashtag campaign

REI took a stand against Black Friday's consumer frenzy by launching the #OptOutside campaign, encouraging people to reconnect with nature instead of shopping.

This bold move wasn't just a statement against consumerism, it was also a reflection of REI's core values and a call to action for their community.

The campaign aligns perfectly with REI’s offerings and encourages the audience to engage in activities that the brand supports.

By using a branded hashtag, REI turned their customers into brand advocates and encouraged them to share their outdoor experiences and adventures.

Tools like Scrollmark can automatically track branded hashtags or brand mentions in post and engage with user-generated content.

You can set up automated responses as well to thank participants for sharing their experiences and offer them incentives for their next adventure, like discounts on future purchases.

REI’s #OptOutside campaign proves that a marketing message in line with core brand values and social trends can create a powerful movement.

Scrollmark has the tools you need to nurture this engagement, turning campaigns into community-driven movements.

9. Viral sharing campaign

Spotify’s Wrapped campaign has become an annual digital event, offering users a personalized recap of their year in music.

The campaign is designed with social sharing in mind, encouraging users to share their musical year in review on platforms like Twitter and Instagram Stories, which in turn increased the app's visibility.

Users eagerly await their Wrapped summary, ready to share their unique music journeys, organically boosting Spotify’s visibility and engagement across platforms.

The campaign’s success lies in its ability to personalize the listening experience, making every user feel seen and celebrated.

By offering things like first purchase coupon, exclusive content, or early access, you can make sharing not just easy but also fun, rewarding users for participating and spreading the word.

In case you're looking to create your own viral content campaign, think about what makes your product or service uniquely shareable:

Is it the personalization, like Spotify’s playlists, that makes each user's experience feel one-of-a-kind?

Or is it the sense of community and shared experience?

Then use Scrollmark to help you keep the engagement high and incetivize social media users.

Spotify's Wrapped shows the power of combining personalization with the natural human desire to share and compare experiences.

By incentivizing sharing and making it a fun activity, you can create a similarly self-sustaining campaign.

10. Trivia challenge

Epic Games decided it wasn't enough for players to just survive their battles royale—they needed to earn their stripes by geeking out on Fortnite trivia.

Gamers dived headfirst into a trivia challenge that promised more than just bragging rights.

Winners walked away with exclusive skins, making their avatars the envy of the virtual world.

It was a masterstroke—combining the thrill of the game with the pride of knowing obscure facts about it.

Create your own trivia challenge by asking questions on a theme that weaves your brand into the fabric of your community.

It's a way to engage, educate, and entertain, turning customers into passionate brand advocates.

You can use Scrollmark to automate those sweet, sweet rewards. Instant gratification is key.

Keep the flame alive post-challenge. Use Scrollmark to tease upcoming contests, drop hints, or release exclusive content. Make them crave for more.

The Fortnite Trivia Challenge shows the power of combining community-driven goals with gamification to drive engagement.

Using these principles with Scrollmark's platform can help create campaigns that not only engage users but also strengthen community bonds and loyalty to the brand.

11. UGC encouragement

Apple went and did something simple yet revolutionary.

Shot on iPhone Challenge showed off the camera's quality and celebrated the moments captured by users worldwide.

From the mundane to the magnificent, each photo told a story, each shot a testament to the iPhone's ability to freeze time.

It was a campaign that turned every iPhone user into a potential Ansel Adams, and the world was their Yosemite.

Apple's Shot on iPhone Challenge did more than just create UGC and sell phones, it sold a vision of creativity unlocked by technology.

Creating your UGC contest involves building a solid community. You need to continuously encourage the social media users and celebrate them when they create something.

Scrollmark can help you do that by acknowledging posts that are created with the campaign hashtag or that mention your brand. An immediate thank you in the DMs is an instant delight.

You can also offer incentives for sharing content with the campaign hashtag.  And in that case, Scrollmark can be used to deliver the goods in the DMs.

You can use Scrollmark to maintain momentum after your contest wraps up, sending more updates about your brand, products, contests, and backing off if they’re showing no interest.

Final thoughts

At the end of the day, what sticks isn't just the clever campaign or the witty comeback, it’s making the audience feel heard and seen with quick responses, tailored messages, and contextual conversations.

With tools like Scrollmark, marketers have a shot at making those fleeting moments of connection last long enough to convert into leads, subscribers, super fans, and sales.

Let me know your thoughts on Twitter, and as always, all my best.

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