Top 10 Social Media Campaigns of 2012

Top 10 Social Media Campaigns of 2012

There have been so many great Social Media campaigns in 2012 that it has been near impossible to choose just ten for this list. However, I have chosen the ones I feel were not only successful in terms of their social metrics, but also generated discussion and debate which means they are  going to stick in people’s heads for a long time. I’m sure everyone has their own favourites from the past 12-months, so please feel free to share them with me and let me know why they made your list.

1. Obama

Michelle and Barack Obama

Michelle and Barack Obama hug each other

Obama’s Social Media campaign made history and was his team’s most sophisticated approach to Social Networking to date. The picture of him hugging his wife with the caption “Four more years” broke the record for the most liked and retweeted post ever. The image has received over 8,000,000 retweets and it has been liked by over 4.4 million people on Facebook. The success of this post confirmed that Social Media had played such a huge role in his presidential campaign.

2. Bodyform

After a disgruntled gentleman complained on Bodyform’s Facebook page that they had led men to believe that periods were a time of pure joy accompanied by a “rocking soundtrack”, they hit back. Bodyform produced a fantastic spoof video featuring fictional CEO Caroline Williams apologising for the years of misinformation he had received and released a statement claiming they loved the comment so much that they had made this video just for him.

3. Nike

Paula Radcliffe

Paula Radcliffe

The Nike #MakeItCount campaign encouraged people to focus more on their health and fitness in early 2012. Using powerful photos, videos and content they used all their social channels to get the message across. The #MakeItCount campaign was banned by the Advertising Standards Agency after the brand used professional athletes to tweet the hashtag out without making it clear it was advertising. It was still a hugely successful campaign though, as they beat  Olympics sponsor Adidas; with 1 in 10 internet conversations about the Olympics being associated with Nike (research carried out by BrandWatch).

4. Paddy Power

Paddy Power

Paddy Power

Using revolutionary sky tweets, the public submitted tweets of support using the hashtag #goeurope that were spelt out in vapour trails at the Ryder Cup. The five mile long air messages of congratulations and support were visible above Medinha Country Club in Chicago. Taunts aimed at Tiger Woods were also tweeted which infuriated US Skipper Davis Love. The support worked as Europe mounted the greatest comeback in the history of the tournament and thus retained the trophy.

5. Dollar Shave

Our Blades are F**cking Great

Dollar Shave Club’s advert

This fantastic advert, which was  similar in style to the Old Spice Guy ads, aimed to promote awareness of  new start-up Dollar Shave Club. The video effectively targets an audience who buy razors on a regular basis but cannot necessarily afford the expense that male grooming entails. This quirky video brilliantly mixes humour and business following CEO Michael Dubin around the company’s warehouse while he explains what they offer and just why you should join them. The video has received over 7.5 million views.

6. John Lewis


John Lewis Snowman

John Lewis’ Christmas 2012  TV ad is named “The Journey” and features a snowman that comes to life and makes a treacherous journey to find the perfect gift for his lady friend. The end of the advert reveals that the snowman has bought his female companion a pair of red gloves and matching scarf from John Lewis. The advert has now had over 2.5 million views on YouTube and mentions of John Lewis reached a peak of nearly 24,000 on November 11th  – the day after it launched.

7. Telenet

Push to add drama

Telenet advert

This fantastic campaign by Belgian TV station Telenet involves a dramatic set piece in a town square with shootings, fights and an ambulance crew.  Members of the public had to press a big red button situated in the middle of the town square that had a big arrow hovering above it saying “Push To Add Drama”. This video has had a whopping 39.4 million views on YouTube.

8. WaterIsLife



In one of the most innovative charity campaigns ever to hit YouTube, DDB New York reversed the popular trending topic #FirstWorldPains by producing videos of Haitans reading out tweets taken from the hashtag such as “I hate it when my house is so big I need two wireless routers”. The campaign raised awareness of the global crisis of unclean water; something that causes malnutrition, infections and even death.  With nearly 2 million views this video has really helped people to think twice before taking things for granted in life.

9. Red Bull

Felix Baumgartner

Felix Baumgartner’s live space jump

On Sunday 14th October Felix Baumgartner jumped from the middle of the earth’s stratosphere as part of a stunt sponsored by Red Bull. The jump made space and Social Media history with  reactions on Social Networks all over the world. The event was streamed live on YouTube to an estimated 8 million viewers, and in total the event drew over 2.6 million Social Media mentions on the day alone.

10. Not Found Project

Missing children

Missing children

Missing Children Europe and Child Focus collaborated on a project to raise awareness of missing children. The Notfound project turns 404 pages on websites into notices for missing children. Websites are asked to display the following message on their 404 pages: “Page not found, neither is [name]”, with a picture and small description of the missing person. There are currently 2330 sites helping and hopefully more will in the future.


So there you have it, my list of the top ten Social Media campaigns from 2012. As I said please let me know what your personal favourite was – there are so many great ones out there!


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