Cosmopolitan magazine, a popular publication for women is yet another big brand name to use social media for a major digital advertising campaign. Cosmo’s ad campaign uses three major social media streams to engage the public: Facebook, Twitter and YouTube. The heart of the campaign is about connecting with the fun and fearless female that is the Cosmo girl. It seems that while trying to increase readership, the popular brand is also trying to remain relevant and re-establish the iconic brand in the lives of today’s young women all over the world. What better way is there to connect with today’s woman than through social media?
The main focus of the digital campaign is a video that simulates a photo shoot for the Cosmopolitan ad campaign on a huge billboard in New York City, and on billboards in other corners of the world. Viewers can use the Facebook Connect feature to upload their photographs and star in the video. Cosmo’s campaign is also appealing to the YouTube fan base by including YouTube stars LisaNova and Lauren Cosenza. The social media celebs speak to viewers directly in the campaign video portion that shows people how to engage in the campaign, and how spread the video via Facebook and Twitter.
The idea of using social media and encouraging viewers to engage with a brand in an ad campaign isn’t cutting-edge, but the increase in use of social campaigns is recognition of the shift in people’s growing comfort with social media. To promote its new service to Orlando, Virgin America has also turned to the power of social media. Virgin America’s social media advertising campaign encourages families to upload their most uncomfortably awkward photos to the Awkward Family Photos blog or Virgin America’s Facebook Page for a chance to win four roundtrip tickets to anywhere the airline flies. Yet another example of a social media campaign launched this week is the search for the number one Dunkin’ Donuts fan via Facebook. No matter how a company or brand chooses to use social media, one thing is certain; the use of social advertising campaigns is just really smart brand engagement.
Written by Ana A.
