Social campaigns

Social campaigns are a method of attaching a brand to a message or idea that can be communicated, spread, discussed and acted upon through public interaction, most often spread through the use of social media sights etc.

An example i have collected to show the success of this relatively new method is the Volkswagen Blue motion Fun Theory.

The campaign has taken the fundamental idea behind the Bluemotion technology, making our planet healthier, and found fun, interactive ways of promoting the idea. The basic formula is that first you get people thinking about the aim of a healthier planet, and in turn there is then the connection made that Volkswagen care too, in fact they have made it 'fun' and easy to get excited about a change in lifestyle.
The reason for the success behind this approach to advertising is that it makes a connection between the brand and their audience, this allows a much more personal relationship and association between the two.
A big change that social media is bringing to advertising is a need to find new ways to connect with your audience in a personal way, getting people to not only see your advertising, but become part of it, feel included, and in turn agree with the brand on a level that they will go onto use their product.