If you’re a brand marketer looking for some excellent community marketing examples and want to take inspiration from the best brands, this blog is what you need.
In this, we have talked about how some of the top brands across multiple categories like food, nutrition, lifestyle, and electronics, to name a few, have leveraged the power of community marketing to achieve their different marketing objectives.
The one common thing amongst all these brands is that they partnered with Convosight to:
- Identify the most relevant communities where their customers and potential customers are most active
- Extract user insights from raw conversations and use those insights to conceptualize community marketing campaigns
- Partner with community admins and execute the campaigns across multiple communities simultaneously
- Measure the impact of the campaigns across important business KPIs
Convosight is the world’s first community marketing platform that has helped 150+ brands like Nestle, Dettol, Dyson, Maybelline, Plum, Godrej, Veet, Motorola, and J & J, to name a few, successfully execute over 1000 community marketing campaigns.
Not to mention that 50,000+ Facebook groups with over 600 million members across the globe are using Convosight today.⚡
Hence, you now know how we’re able to share with you the best community marketing examples. 🙌🏻
Before diving into the examples of community marketing, we’d like for you to understand that having an effective community marketing strategy in place is an important prerequisite.
A community marketing strategy primarily depends on the objective, category, and campaign idea.
Choosing a campaign idea (that adds value in the lives of community members, brands, and community leaders) based on what you wish to achieve and the niche you belong to can set you up for success.
You’ll understand this as you read about the community-based marketing examples ahead.
Refer to this blog 👇🏻 if you’d like to go back one step and understand all about creating a definitive community marketing strategy for your brand.
Community Marketing Strategy: The Ultimate Guide
We have categorized each of these community marketing examples based on the different objectives brands wish to achieve with their community marketing campaigns. We have also shed light on how they choose an approach based on their objectives and their niche.
Best Community Marketing Examples of Top Brands That Did it Right
OBJECTIVE: Generate high-quality organic leads
1. Pediasure
Pediasure, India’s number one toddler nutrition brand, launched its new product packed with growth nutrients like Arginine and Vitamin K2 in mid – 2021.
The brand leveraged community marketing to achieve these objectives:
- Create awareness around it
- Help parents understand how these two ingredients support a child’s bone growth and strength
- Generate leads for their free nutritional counseling session
Campaign Idea: Content partnership
Approach: They partnered with the admins of 85 parenting communities with over 3.7 million members (PAN India) and created content that helped community members understand that 60% of bone growth happens in the early years of a child.
They also talked about the role of nutrition in the overall growth of toddlers, and highlighted how new Pediasure contributes to a toddler’s development.
Lastly, they introduced the ‘Grow Right’ tracker tool and encouraged members to track the development of their kids and take the 90-day challenge.
Result: Pediasure was able to generate 3700 relevant leads along with 32K user-generated posts and an increased positive sentiment, among other things.
Why they could achieve it: The brand selected the right campaign idea, i.e. creating content to help members understand the importance of those nutrients and how they’d help their child’s bones grow taller and stronger.
Their communication style was also on point as members actually took the 90 day challenge and shared visible results.
To know all about Pediaure’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
2. Unacademy
Unacademy, India’s largest online learning platform, recently launched their new initiative – Unacademy Learning Festival, wherein they announced their plus subscription at INR 299 for 45 days for JEE, NEET UG, and class 8 to 12 aspirants.
They decided to explore the power of communities to achieve these objectives:
- Create awareness about it
- Establish themselves as the top platform providing additional assistance to students in preparation for competitive exams
- Encourage trials of the platform through subscription amongst JEE and NEET aspirants
Campaign Idea: Content Partnership
Approach: They co-created content with community admins who shared their personal stories in 42 communities with over 2.1 million members and encouraged them to do the same.
In the student communities, students, aka community admins, shared their personal experiences regarding how Unacademy helped them in their exam preparation and how happy they were with their decision to choose the platform.
In parent communities, parents, aka community admins, shared their experience choosing Unacademy as a guiding platform for their children and how they got all the necessary resources and support for their exam preparation.
Result: The brand achieved 78.5% positive reactions in just a few days. There were 822 UGC posts across communities, an increase from the target of 750 established before the campaign. 1525 users visited the website and checked relevant links.
Why they could achieve it: The brand selected the right campaign idea and communication style. The community members could see and understand the platform’s benefits and were willing to try it.
To know all about Unacademy’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
OBJECTIVE: Build Brand RTBs (Reasons to Believe)
3. Amazon
Amazon, the world’s largest online shopping platform, explored community marketing to achieve the following objectives:
- Help consumers switch from retail shopping to online shopping with Amazon as the first preference
- Drive brand preference for customers who prefer other shopping portals over it
Campaign Idea: Content Partnership
Approach: The campaign focused on driving conversations around the benefits and adoption experiences of online shopping. Community admins shared their personal stories with videos and photos that led them to trust Amazon as their preferred shopping destination who then further encouraged community members to do the same.
Result: Conversations around online shopping increased from 168K to 220K. Amazon achieved 7379 mentions, a whopping 3x increase vs the pre-campaign figure of 2342.
Positive sentiment for the brand increased from merely 7.5% to 84%, with 26% of the conversations having high positive emotions like love, trust, and best.
Why they could achieve it: The campaign idea is what resonated with the members the most. While the content theme was consistent across all the communities, the unique experiences and testimonials of thousands of members attracted community members the most.
To know all about Amazon’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
4. Plum
Plum, a leading 100% vegan beauty brand, leveraged community marketing to achieve these objectives:
- Understand the prevalent conversation trends in skin care around concerns, product formats, and ingredients
- Increase brand conversations by highlighting the USPs of no harsh chemicals and safest for skin
Campaign Idea: Content partnership
Approach: They co-created conversations around the benefits of green tea, aloe vera & vitamin E in tackling a host of skin care problems like acne, dry & dull skin etc. and then showcased the efficacy of the Plum range with usage-based & before and after photos.
Result: The brand got 3000+ mentions during the campaign, of which 20% were linked to active recommendations. Brand share of voice increased from 7% to 33.5% after the campaign.
Why they could achieve it: The brand selected the right campaign idea and communication style, i.e. before and after pictures by admins, as these work best for skincare, haircare, and makeup brands.
To know all about Plum’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
5. Godrej Protekt
Godrej, one of the oldest Indian consumer goods brands, introduced its personal and home hygiene range, and one of the products as a part of it was the Godrej Protekt air and surface disinfectant spray.
Godrej decided to explore community marketing to achieve these objectives:
- Emphasize the need to maintain air and surface hygiene at home
- Drive the key benefits of using Godrej Protekt for the same
- Establish Godrej Protekt as the number one choice in the hygiene category
Campaign idea: Content Partnership
Approach: They partnered with 127 parenting and women communities with over 2 million members from the metropolitan cities only.
In the campaign’s first phase, community admins initiated conversations on how they maintain air and surface hygiene in their homes, introducing Godrej Protekt and highlighting its benefits.
In the second phase, admins shared different use cases of using the Godrej air protekt disinfectant spray and encouraged members to do the same.
Result: The overall intent-based conversations for Godrej Protekt increased from 81.5% to 96% in just six weeks. There were 96387 category conversations across communities, growing from 12415 before the campaign, and the campaign attracted UGCs.
Why they could achieve it: The content was created keeping in mind the brand vision and purpose and the type of communities, prompting members to share real-life stories and experiences that helped build trust.
To know all about Godrej Protekt’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
OBJECTIVE: New Category Creation & Expansion
6. Veet
Veet, the world’s number one depilatory brand, wanted to impact their POME (point of market entry) after they realized that conversations on hair removal solutions for young girls have been growing in line with category conversations and accounted for about 9 to 10% of it.
Veet wanted to achieve these objectives:
- Drive conversations around teenage depilation and users’ preference for Veet
- Establish Veet as the preferred choice for hair removal by suggesting its benefits for a safe yet great experience
Campaign Idea: Content Partnership
Approach: They partnered with the most relevant 107 communities with over 6 million members that had a massive affinity for hair depilation.
In the campaign’s first phase, they got leading beauty bloggers and dermatologists onboard who addressed the myths around skin types and talked about using hair removal creams in sensitive areas like underarms.
In the second phase, the community admins shared their experiences with photographs of using Veet and encouraged members to do the same.
Result: The campaign increased hair depilation category conversations from 19.7K to 42.7K per month, an increase of almost 2x. As Brand mentions & UGCs poured in, we saw that purchase intent conversations increased significantly during the campaign, a 5X increase Vs the base period – with a total of 2259 mentions linked to purchase (1/4th of total comments received). This meant we could establish bottom-funnel solid decision making, thus impacting POME for the brand.
Why they could achieve it: The intervention of dermatologists and beauty bloggers played a huge role as they spoke on the topic with experience, and that mattered. Additionally, community members could get answers to all their queries.
Also, the admins and members’ testimonials and experiences encouraged others to start their teenage daughters’ hair depilation journey with Veet.
To know all about Veet’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
7. Wella
Wella, the renowned German hair care brand specializing in hair care, styling, and colorants, used the power of communities to achieve these objectives:
- Get consumers back to salons (post the pandemic) after losing them to a host of at-home colorants that promise salon-like results at home
- Understand the perceptions, biases, and fears of women towards adopting salon hair color solutions
- Create widespread acceptance of salon coloring and create word-of-mouth advocacy for Wella
Campaign Idea: Content partnership
Approach: The brand co-created content around the superiority of salon hair color and built the superiority narrative with Wella as the preferred brand by showcasing the impact with before and after photos. Further, they addressed the fears and perceptions around hair coloring through expert-led live sessions.
Result: Mentions for Wella increased from merely 3 to 2700 on average, along with a 58% share of voice (an increase from 2.7%). The campaign attracted 8962 UGC posts. 18% of all brand conversations were about purchases and recommendations, indicative of a solid advocacy leg.
Why they could achieve it: The brand selected the right campaign idea and communication style, i.e. before and after pictures by admins and expert sessions to educate members about the benefits of salon hair color as these work best for skincare, haircare, and makeup brands.
To know all about Wella’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
8. McCain
McCain, the leading frozen foods company in India, offers a vast range of products like french fries, aloo tikki, veg nuggets, and cheese range like potato cheese shots and chili cheese nuggets, among others.
Since the brand is mainly considered for occasional consumption, they wanted to achieve these objectives with the help of community marketing:
- Drive consideration for McCain as an everyday snacking option
- Build awareness about their range of products
- Connect with women by building strong brand associations around key benefits such as restaurant-like taste, variety of options, and ready-in minutes
Campaign Idea: Content Partnership
Approach: McCain partnered with the most relevant 68 communities of parents with over 2.2 million members.
In the campaign’s first phase, community admins shared how they enjoy different Mc Cain products as snacks during monsoon season. They also emphasized that McCain is easy to prepare and saves them time without compromising the taste.
The subsequent phases of the campaign focused on strengthening the association of Mc Cain by highlighting moments like IPL or some festivals leading to an increase in consumption.
Result: The campaign successfully attracted over 43K meaningful UGCs for the brand and generated over 30K McCain mentions, a 3000x increase from 10 during the pre-campaign period.
The campaign also led to a stronger association with products like chili, garlic bites, potato cheese shots, and aloo tikki through consistent targeted communication in addition to their famous french fries and smiles.
Why they could achieve it: The brand targeted women who were not only the key decision makers of the family but were also the ones who spent most of their time in the kitchen prepping for different snacks for their family. They drove the key benefits of choosing McCain for everyday snacking, i.e. quick and easy to prepare, and excellent taste.
To know all about McCain’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
OBJECTIVE: Drive word-of-mouth advocacy
9. Urban Company
Urban Company, Asia’s largest online home services platform, started home disinfection services during the pandemic to help people safeguard their homes against the deadly covid virus.
They leveraged community marketing to achieve this objective:
- Drive the key USPs of Urban Company’s home disinfection service vs any other service provider
Campaign Idea: Content Partnership
Approach: They partnered with community admins who established the need for disinfecting homes in their posts, mentioning what they do to keep their homes clean and disinfected during the pandemic.
This other set of admins took the service and advocated Urban Company’s Home Disinfection service by providing use case testimonials with strong images.
Result: The campaign successfully created highly relevant and engaging category conversations from 10k to 16K in three weeks. Of the 6K+ brand mentions, 9% were directly linked to trial intent. Keeping the campaign tonality in mind, “safe” was considered the most positive attribute associated with Urban Company’s Home Disinfection service.
Why they could achieve it: The brand selected the right campaign idea and communication style, and the admins vouching for Urban Company’s disinfection services after trying them themselves was an added bonus.
To know all about Urban Company’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
OBJECTIVE: Expand into a new market
10. Maggi
Maggi, the leading instant noodles brand, expanded its footprint in the spices category sometime back with its product: Maggi Masala-ae-magic (packed with Iron, Iodine, and Vitamin A).
The brand leveraged community marketing to achieve the following objective:
- Position Masala-ae-Magic as a taste enhancer for every dish
Campaign Idea: Community Contests
Approach: They planned a recipe contest across 88 food and recipe community admins with over 8.5 million members.
The community admins kickstarted the contest by sharing their favorite food recipes prepared with Maggi masala-ae-magic and encouraged members to share their creations. They even urged members to tag others, creating further excitement around participation.
Result: The campaign triggered current users to organically talk about the brand and share their experiences, attracting 25,698 UGCs. Food conversations increased to 220K during the campaign, and the brand received 53% positive sentiment.
Why they could achieve it: The communication style chosen was appropriate for the campaign, i.e. recipe-sharing contests, as they work best in cooking communities. Not only do they get members to participate but they also help increase the overall engagement.
To know all about Maggi’s community marketing campaign, you can check out this
👉🏻 CASE STUDY 👈🏻
Motivated enough by these brand stories and wish to tap into the power of community marketing for your brand? 🚀
REACH OUT to us and our community marketing expert will get in touch with you.
Creating value in the lives of others with my content, little by little.✨
Working at Convosight, I do more than just wrangle commas. I’m passionate about innovating new ways to create super valuable and actionable content about Communities and Community Marketing at large, and sharing it with the right audience.
I also happen to manage a global community of power admins on Facebook, and that’s where most of my learnings come from.
Do check out my latest blogs and feel free to share them! 💛