People in the world have billions of brand-related conversations among each other every day. Companies pay attention to the dialogue surrounding their company and go great lengths to portray it in the best light possible. Marketers can influence what people say about a brand but no longer own the conversation entirely. Social media enabled companies to engage with customers and gave consumers a louder voice than ever before.

The smartest companies changed their approach on marketing vastly. Their focus is now on personalized interactions, delighting their audience, and understanding customers' unique challenges to make their lives better. This has brought about 'New Rules of Customer Engagement'.

In the cases below, these top brands really raise the bar for their competitors. Although their primary source for inspiration isn't social media, the brands' stories went viral and set an example for how 'content is so great that it can only be shared by others'.

1. Coca-Cola's 'Moment of Positivity' in Consumers' Lives

coca cola danish flags

Similar to WestJet's Christmas Surprise, Coca-Cola came up with the perfect way for a brand to be 'on the way, not in the way' of people's lives. Coca-Cola always goes beyond their core product and finds a way to engage with their customers and tap into emotions to set themselves apart.

Denmark, the happiest country in the world whose flag also happens to share the colors of the classic Coca Cola logo, was the perfect setting to feature their newest episode in the notorious 'Share Happiness' campaign. The brand decided to make an interactive airport ad that dispenses flags because it's a common Danish tradition to greet arriving travelers by waving to them. The engaging gesture is the ideal way to bring a moment of positivity into people's lives and connect to them.

2. IKEA Brings Great Relevance To Your Home

IKEA is the perfect example of a company that's always hyper-relevant and creates compelling content for consumers to share with their friends and family. The brand's strategy demonstrates a great understanding of the everyday challenges that people face in their homes. IKEA delights their audience by creating great experiences.

IKEA's UK 'Make Small Spaces Big' campaign is an online video that took visitors on a 360-degree tour of a small flat filled with clever design ideas. With the average British home being 15 percent smaller than those in other European countries, IKEA explored the opportunities for space-saving and multifunctional furniture. Even though the campaign featured only in the UK and Ireland, it's pretty clear this type of interactive and engaging content is useful for anyone.

Schermafbeelding 2014-01-15 om 10.33.53

3. Dove's Brilliant Audience Insight

The Dove beauty brand is renowned for its controversial and 'out of the box' conversations about beauty and the impact it has on society. Or is it the other way round? Dove truly understands what women are all about and encourages them to be less critical of their appearances by acknowledging their true beauty.

Dove's Real Beauty Sketches is the most viral ad of all time and, therefore, needs no further explanation why its the perfect example of content that is so meaningful everyone wants to share it. Dove really dug deep this time! The self-esteem boosting message resonated with an amazingly huge audience.

dove real beauty sketches

 

This post originally appeared on the Engagor blog.