Chapter 13: Marketing Campaigns and more

 In this chapter, we combined the numerous forms of media we used over the semester to create coherent and concise campaigns. In this chapter we look at the concept of IMC campaigns, and saw how strictly social campaigns were growing. Grabbing this growing trend, we looked at the AIDA model and some of it's successes.

In the first section, we are reintroduced to the other forms of marketing, such as personal selling and advertising. Seeing social media take their side seems to complete the picture, despite the rise of social media only campaigns. This places an increased emphasis on the execution of a great social campaign.

The AIDA (Attention, Interest, Desire, Action) model can be used to drive social media promotion, taking us through the steps from first notice to purchase. Taking time to consider this when creating a social media strategy can positively influence the campaign, potentially saving a call to action for the right moment. 

In my favorite section, we hear the stories of many Adobe Stock and Oreo spinning their social media campaigns to their benefit. Adobe Stock created a collection of images in collaboration with Pantone to create their "Glowing Glowing Gone" campaign to benefit coral reefs. The campaign created a collection of oceanic images of 2019 color of the year "Living Color". Oreo went in a completely different dirrection, taking their 100th birthday and starting a movement. With their "Daily Twist" campaign, they shared 100 pieces of shareable content daily, causing their shares on Facebook to increase 280%.

In short, this chapter ties all of the previous ones together succinctly. It brings the social media platforms together to create cohesive efforts with wonderful results.