Over the past years, eCommerce has become a vital part of the global retail framework. It keeps growing, year after year. And there are more & more tools helping eCommerce businesses.
Did you know that in 2019, an estimated 1.92 billion people purchased goods or services online? During the same year, e-retail sales surpassed 3.5 trillion U.S. dollars worldwide.
Despite Covid-19, the eCommerce industry is likely to thrive mainly because eCommerce companies’ right kind of marketing approach would encourage anyone to try something new and fascinating.
Meanwhile, it is a massive challenge for businesses to follow new trends and amend traditional marketing methods. Also, trying to balance promotion and sensitivity was nearly impossible, but the best brands managed to find their way pretty quickly, even before Covid-19.
Even though we might not have exact statistics of 2020 yet, we already know that Covid-19 changed the way we live: from how we work to how we consume media and interact online.
Despite these difficulties, there were some incredible social media campaigns in the world of eCommerce in the past months. Please take a look at our TOP 3 eCommerce campaigns!
Amazon’s Customer Content Campaign
Amazon – a multinational eCommerce giant & the ultimate consumer-centric brand – takes pride in putting its customers first.
Since the creation of the platform back in 1995, Amazon’s vision has been “to be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”
Therefore, it was no surprise when they started sharing customer comments across their social channels.
The campaign is an amazing example of leveraging user-generated content (UGC) in a witty way while staying on brand. It was such a simple but genius idea!
The brand basically responded to the user’s tweets or posts and shared them across social media platforms to create a conversation between the brand and buyer.
Finally, Amazon tapped into that all-important need for customers to feel heard and cared about by the brands they use. Answering comments and responding to customers’ feedback was the perfect way to make people feel special and create a deeper connection.
Why Amazon’s Customer Content Campaign Worked
Did we mention that this campaign idea is so straightforward? Yet, it does the job. It shares Amazon’s sense of wit and humor, incorporates their users, and makes people feel special. It does a little bit of everything. All in one neat, little campaign. Well done, Amazon!
Daniel Wellington’s #WheresWellington
Famous watch manufacturer Daniel Wellington is an impressive example of a brand whose only type of marketing is fashion influencer marketing. This watch manufacturer built brand recognition around a careful selection of influencers and a fixed hashtag structure.
Daniel Wellington managed to break away from watch companies’ traditional social media content – how many more times do we have to scroll past pictures of well-lit watches on a white background?
Instead, the brand has leveraged UGC and turned it into a fun game for its social media followers.
As well as regularly reposting content shared by their customers to get peer trust and increase social proof, Daniel Wellington has taken it a step further and is sharing pictures taken in beautiful locations, asking their followers to guess where the photo was taken.
This adds an extra layer to their social strategy and actively encourages even more engagement by adding an element of gamification to content. By turning it into a fun guessing game, followers feel involved with the brand and are more likely to become loyal customers.
Why Daniel Wellington’s #WheresWellington Campaign Worked
User-generated content (UGC) is always a hit with social media users as they feel the brand sincerely cares about them.
It establishes trust and social proof for brands and creates a community around their products and services. Daniel Wellington tapped into this and took their usual strategy of sharing UGC one step further. Gamifying the posts by turning them into a fun guessing game increases engagement and makes the brand memorable. Well done, Daniel Wellington!
Even though this campaign was created sometime before Covid-19 hit the world, it is still very innovative and powerful.
ASOS is a popular fashion company that has been taking advantage of the fact that more & more sales are made online, especially over social media like Instagram.
Did you know that a staggering 80% of the time spent on social media platforms happens on mobile devices? As its importance is growing, companies do their best to train their team for social selling.
ASOS is aware of it. They made a huge (fashion) statement with its social media #AsSeenOnMe campaign some time ago.
We all know that celebrity-endorsed products do well because we love seeing the people we love using the same products that the “normal person” uses. So again, UGC offers a simple but genius solution.
ASOS asked its customers on Instagram to share images of their clothing/accessories with the hashtag #AsSeenOnMe. It worked awesomely. The hashtag went on to gain over one million mentions. The social media campaign did (and continues to do) so well that ASOS created a separate Instagram account for the hashtag!
Three years ago, ASOS used their skills to get their clients to generate content and combine it with their influencer marketing experience to create their brilliant #AsSeenOnMe campaign.
ASOS said: “We know peer-to-peer styling advice and street style are a huge source of fashion inspiration for our customers.”
It has proved very successful for the brand. Social media engagement sky-rocketed, with #AsSeenOnMe Instagram posts regularly get over 10,000 likes.
And what about sales, you might wonder? In 2018, their sales revenue grew by 28% compared to 2017. Well done, ASOS!
Why ASOS’ #AsSeenOnMe Campaign Worked
Once again, it is all about user-generated content! For example, imagine checking out a dress, and you wonder how it would look on you. Then you see pictures from real people posting their pictures of them wearing the dress. Fantastic, isn’t it?
Social media is the gateway that allows brands to connect with the audience one-on-one authentically. By using UGC, brands allow real users to tell real stories, which might be missing in the promotional brand-generated content.
Build your marketing strategy for eCommerce now
From gamified UGC to influencer marketing, these months might have been the most creative ones in a while for social media campaigns, even in eCommerce.
You’ve got a list of 3 inspiring eCommerce marketing campaigns with some helpful insights to nail your eCommerce marketing strategy. Now it’s time to put it into action!
Don’t be afraid to get creative with your eCommerce marketing strategy, and feel free to let us know what you think!
Contributed by: Iryna Melnyk.
Iryna Melnyk is a passionate traveler & writer who specializes in digital marketing and lives in Europe and the USA.