The Most Successful Digital Campaigns

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The Most Successful Digital Campaigns

The most successful digital campaigns in the US that focused on social change, social issues or social education include: "Love Has No Labels", "Alphabet of Illiteracy", and "The Wait for Water".

Most successful U.S. digital campaign

digital campaign #1 — "love has no labels" by The ad council

how/why the campaign was successful?

Demographics or target audience

  • The "Love Has No Labels" campaign by The Ad Council targeted their audience to everyone living in the USA.

Impact on people or society

  • The impact of "Love Has No Labels" campaign to society is that they made a statement concerning making people forget about labels and embracing diversity in our society.

Digital campaign #2 — "Alphabet of Illiteracy" by Project Literacy

how/why the campaign was successful?

Demographics or target audience

  • Project Literacy's "Alphabet of Illiteracy" video campaign, which was distributed to digital platforms such as YouTube, Facebook, Unruly, and Virool, targets the Millennial audiences, focusing on those with social issues or social change interests, and also the highly active and influencers in social media.

Impact on people or society:

  • The "Alphabet of Illiteracy" campaign of Project Literacy made an impact to society by showing 26 case studies of the effects of illiteracy through the representation of each Alphabet letters, in order to help reduce the spread of diseases, lift people out of poverty, decrease gender inequality, and more.

Digital campaign #3 — "The Wait for water"

how/why the campaign was successful?

  • The YouTube video of "The Wait For Water" campaign by Water and Stella Artois currently has 2,954,367 views since it was published on February 2, 2018.

Demographics or target audience

Impact on people or society

  • The impact given by "The Wait For Water" campaign was to put the water crisis that's being experienced by developing countries into perspective for people who take the water resources available for granted.

Overarching themes of the 3 digital campaigns

  • One of the overarching themes of the 3 digital campaigns is that they leverage the use of social media, such as YouTube and Facebook, in order to promote their campaigns regarding social issue topics they represented.
  • Another theme that is common between the digital campaigns above is that they provided emotional video content in order to drive more engagements from their audiences and ensure the success of the campaign.

Research Strategy

To address the research concerning the most successful digital campaigns in the US with major focus on social change, social issues or education, the research team explored various industry resources such as Digital Marketing Institute, Shorty Awards, FCB Inferno, and also academic sites such as Penn State University, where relevant information was retrieved to address the research request.

In order to find the 3 most successful digital campaigns focusing on social issues or social change, we ranked them according to the number of views of their campaign's films or videos that they posted on social media platforms such as YouTube and Vimeo. Using this metric as the basis, we were able to come up with our 3 most successful digital campaigns which focused on social change or social issues, which includes "Love Has No Labels", "Alphabet of Illiteracy" and "Wait For Water." Also, the research team explored various media publications, press releases, research databases, and so on to identify relevant information or researches concerning the connections between digital campaigns in the United States that focused on social change, social issues or education, but unfortunately this search was not successful. We concluded that this could be as result of lack of publications of such associations or connections on public data.


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