Econsultancy’s Nikki Gilliland has published six successful social media marketing campaigns from past 12 months with an explanation on how they worked.

Gilliland says, “This year’s Festival of Marketing is rapidly approaching. One of the most exciting stages on the day is bound to be social, with the likes of JustEat and Thomson Reuters lined up to share their expertise.

To get you in the mood, here’s a look back at some of the finest social media marketing campaigns to pop up in the past year – along with a good gander at what they achieved.

Worldwide Breast Cancer – #KnowYourLemons

Viral videos and images are ten a penny, but while they’re largely funny or entertaining, it’s not often that they’re educational. At the beginning of this year, an image of lemons started to gain traction on social media, which turned out to be part of Worldwide Breast Cancer’s #knowyourlemons campaign.

Designed by the founder of the charity, Corrine Beaumont, the image serves as a visual metaphor for signs of breast cancer. Each lemon shows a symptom such as dimpling of the skin or indentation – alerting people to the lesser-known signs of the disease”.

Six superb social media marketing campaigns from the past 12 months

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