The social media posts for June: lessons from JD Sports, Nike, Innocent, Cineworld and Joules

JD Sport boxes clever

Thinking of jumping on the Euros bandwagon? You might want to think again! 

Take some inspiration from JD Sports. Though creating content about football might be an easy score, they dipped their toe in the Euros water and saw less engagement than usual. So they stepped off the pitch and into the ring with content that resonates. 

The sports brand is clocking up its engagement through its Boxing Hall of Fame campaign, inviting customers to vote for their favourite boxer, using iconic matches from history. 

The campaign has longevity as a different ‘match’ can be shared each week. It creates engagement and discussion, plus it shows that JD understands its customers are far more engaged in boxing than they are football.

How can you replicate this technique?

Before you launch a timely campaign about the football, think about what’s more relevant to your customers and to your brand. It’s better to go against the tide and stand out than get lost in a conversation that is already deafening. Choose the conversation topics where you can play, and win.

 

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Inspiration and impact from Nike

Nike knows the value of inspiring change through its athletes who are having an impact, not just in sport, but on the world around them.

Rather than focus on the performance elements of their product or simply celebrating the wins and growing trophy cabinets of sportspeople, Nike inspires its community with the likes of Marcus Rashford’s social initiatives.

After a year of international upheaval and social unrest as well as a global health pandemic, consumers are increasingly looking to the brands which are putting social purpose at the heart of their operations and brand positioning, and walking their talk.

Nike does this so well.

Businesses must support their communities whether local or global. Not just with words but with actions that genuinely contribute to the people's well being and not just their own PR agenda. 

How can you replicate this technique?

Make sure if you support local charities or if there are organisations in your place doing good things for the community - you share it.

 

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Juicy social media from Innocent

Innocent always gets its positioning right. Never lecturing but always humorous and playful, the drinks brand announced their kids smoothies’ packaging was gearing up for an eco-friendly reset which turned out to be the essential ingredient for its juiciest social media post.

Like supporting local businesses, the sustainability agenda is at the forefront of the public’s mind. COVID-19’s travel restrictions, while frustrating, have helped clean up the air and after a year of takeaways, disposable masks and time spent in front of Netflix watching documentaries, people are thinking harder about their impact on the planet.

Innocent is well aware of the shifting focus and sentiment toward eco-friendly brands and communicates that in a way that is inclusive, reassuring and fun.

How can you replicate this technique?

No matter what size your business is, you can champion the ways in which you are reducing your carbon footprint or doing away with plastic. Perhaps your takeaway packaging is reusable or recyclable? Maybe you offer discounts for customers who bring their own coffee cups? Do you source ingredients or fabrics locally? Tell people about it. Whatever you do to ensure your business is green and clean, let customers know. They care, and they will invest in you when they see you do too.

 

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Joules loves local

Like Lush, Joules is another brand that is localising its approach to social media. Though it has centrally managed accounts, Joules also knows the importance of creating local identities for each of its stores.

Just in time for half term as the sunshine came out, Joules jumped on families escaping their homes for a well earned and much needed staycation.

With a number of its stores located in coastal towns across the UK, Joules used content from its Wellsbeach store to engage its audience. As well as using a local photograph, the brand went one step further and used place hashtags in its posts. This is a great example of a business recognising the role it plays in helping a location grow. 

How can you replicate this technique?

Consumers continue to look for ways to support their local businesses, economies and places. Recognise the places you are located in and the communities you serve in your social media content. You will benefit from the increased relevance and personal approach you are seen to be taking with their customers.

 

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Cineworld's Oscar worthy social media

Cinemas re-opened on May 17th. In the run up Cineworld drummed up excitement and engagement by asking their followers to let them know what they’d missed the most about Cineworld and the big screen experience. The result was an Instagram feed totally covered in customer content rather than content the business had created itself.

Film lovers are a community and by handing over the content creation keys to its audience, Cineworld’s social media feeds put the customer and their passions at the heart of everything. This approach not only generates thousands of engagements for Cineworld on each post, but also increased the volume of conversation about the brand online.

How can you replicate this technique?

Ask your customers for their opinions about things they are passionate about and they will not only engage, but create conversation about you too. Film content is always engaging, so even if you are not a film related business, ask your followers what they are looking forward to seeing on the big screen, or suggest outfits for a cinema date night, or gifts for the film lover in your life. 

Are you a bar offering shaken not stirred cocktails? Make cinema reopening and the Summer blockbusters work for you. And if you have a local or indie cinema in your place, make sure you welcome back the cinema in your social media content or spend time engaging with them, they’ve been closed longer than many and need your support! Use the #supportlocal tags

 

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A post shared by Cineworld Cinemas (@cineworld)