Case Studies - Brand Marketers.
US brand marketers such as General Electric, Domino's, and Nike PR their marketing initiatives through business or marketing trade outlets and this leads to greater return on investment in terms of media and creative investment.
General Electric is an example of a US company that employs excellent social media strategies to promote their brand. They do a lot of research and publish educational videos, then share it on social media. Examples of this are their #6secondscience videos on Vine and beautiful photographs on Instagram. Another notable example is the company's venture last August 2016. GE teamed up with filmmaker Sam Cossman who is descending an active volcano in Nicaragua. As the team installs "sensors that will track a variety of measurements new to science for this volcano," the live video is being shared on
Snapchat, Instagram and Facebook. The sensors that are rigged in the volcano will "provide real-time data about temperature, atmospheric pressure, gravity, and gaseous activity." The data will then be transmitted in GE's open-source Predix database to help "develop an early warning detection system that predicts when the volcano will erupt." GE's social strategy elevates the company's reputation as one who is interested in offering public service as well as education to John Q. Public.
General electric return on investment on December 31, 2016, improved to 3.09 % compared to previous year, due to net income growth. This was after the PR initiatives of investing in social media as it journeys into an active Nicaraguan volcano last August 2016.
Domino's is constantly innovating the consumers' mobile experience. The company's innovations include tweet-to-order and 'DOM The Pizza Bot.' a Messenger bot the lets customers order online in the chat app. Another of the company's strategy that offers convenience and flexibility to its consumers is the Pizza Legends campaign that allows people to visit Domino's website, create their own pizza design, then name it and share it on social media. Other social campaigns include #letsdolunch, "which offered cheaper pizza the more people tweeted." In 2016, Domino's has produced several innovative ordering platforms including Google Home, Facebook Messenger, Apple Watch, Amazon Echo, Twitter and text message using a pizza emoji. In the US alone in 2016, the Domino's chain invested 322 million U.S. dollars in advertising.
The company's initiatives yielded results. In 2015, there were already 384 company-owned and 4,816 franchised Domino's Pizza stores in the United States, making a total of 5,200. In 2016, the company revenue amounted to 2.47 billion U.S. dollars (in the US alone) and generated in 13.81 thousand stores. Globally, Domino's reached an estimated $5.6 billion in digital sales in 2016.
Nike is adept at making effective posts for social networks. An example of this is the Instagram video of the US female gymnastic team who are center-stage at the Rio Olympics. Nike currently has 76 million Instagram followers to date. Nike's videos showcase not only its athletes, but also the dedication needed to succeed. Another example is Nike's #Breaking2 campaign to prove that an athlete could run the marathon in less than 2 hours. The runners practiced for 2 years and Nike presented new running shoe innovations that could help them. Nike used the social network platforms to advertise this event. Nike "is known for their inspirational videos, and it was the core of their content during this campaign." Nike created a series of pre-story videos with runners and posted them on YouTube on May 4, 2017. They employed these videos to produce "an introduction to their social media campaign and to help tell their story." Their most effective video got 7,118 likes and 380 comments.
In, 2017, Nike operated 29 Hurley stores in the United States. Also, on May 31, 2017, Nike's ROI improved to 23.84 % compare to previous year, due to net income growth.
US brand marketers such as General Electric, Domino's, and Nike PR their marketing initiatives through business or marketing trade outlets and this lead to greater return on investment in terms of media and creative investment. These companies employed successful social media marketing techniques that appeals to the consumers and yielded good results.