Macey Reed

Document Type

Honors Thesis


Social media campaigns are on the rise as they prove to be cost effective, efficient, and functional. One of the greatest advantages of social media is its ability to reach a large, mass audience nearly instantly and have direct, two-way communication with consumers. This work presents examples of successful campaigns that relied on social media to share the brand’s message. Goodwill, The Romanian National Institute, and Truth Initiative are three campaigns that exceeded company goals and provided strong examples of social media communication. Each campaign utilized public relations tactics and engaged with audiences while leaving a lasting impression. Overall, it is proven that having a strong message, creative strategy, and selling an idea or story rather a message, will draw in the audience, formulate a connection with the product or message, and drive results.

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