You might be surprised, but B2B buyers want emotional connections just like regular customers do. Studies show that 39% of marketing leaders use storytelling, emotions, and humor to make sure their campaigns are memorable.
With all the noise around, people want more high-quality content faster than ever. As a B2B marketer, it’s your job to provide it.
Today, we’re sharing the key parts of the best B2B social media marketing campaigns and giving real examples to help you create your own successful programs.
1. Microsoft’s “Make What’s Next” Campaign
Microsoft’s “Make What’s Next” campaign is a perfect example of B2B marketing with a purpose.
Video Source: Meaningful Impact
The campaign’s goal was to empower women in tech by showing how Microsoft’s products can help them achieve their dreams, creating a strong bond with its audience.
A series of inspiring videos showed women making a difference in different areas. These videos were shared on social media and Microsoft’s site, highlighting the brand’s promise to support inclusivity and diversity.
Timed with International Women’s Day, the #MakeWhatsNext campaign honored women inventors and encouraged girls to pursue careers in science, technology, engineering, and math (STEM).
Here’s what makes this campaign stand out:
- Hashtag Power: #MakeWhatsNext became a movement, not just a tag.
- Massive Reach: Over 14 million views and 754,000 shares with a stellar 99.8% positive sentiment.
- Media Impact: Garnered 184 million media impressions.
- Engagement Boost: Website engagement shot up by 50%. There was also a 23% increase in searches for “Microsoft.”
Video: Shorten Version
How You Can Use This Campaign as an Example
- Align with a Cause: Choose a meaningful social issue that resonates with your audience.
- Create Inspiring Content: Use storytelling to form connections. Showcase real-life success stories.
- Leverage Timing: Align your campaign with relevant events or dates for maximum impact.
- Engage with Hashtags: Create a catchy, memorable hashtag that embodies your message.
- Track and Measure: Use metrics to evaluate success and adjust strategies as needed.
Craft campaigns with clarity and heartfelt impact, just as Microsoft did.
2. Squarespace – #5to9
Squarespace, a leading website creation and hosting platform, hit the nail on the head with its #5to9 campaign.
They tapped into the spirit of entrepreneurship and side hustles, connecting directly with e-commerce business owners—a core part of their audience.
By partnering with the legendary Dolly Parton, who reworked her iconic song to celebrate the hustle after hours, Squarespace struck a perfect chord.
The campaign’s content spanned films, digital, and print channels, including a major splash during the Super Bowl.
https://www.youtube.com/watch?v=_t2dphXn32E
Video Sources: SuperBowl Commercials
Notably, Oscar-nominated actor John Malkovich had previously teamed up with Squarespace in a creative campaign that inspired the creation of over 100,000 new businesses.
This time around, the #5to9 campaign used storytelling and star power to further embed itself in the entrepreneurial culture. The message was clear and compelling—encourage individuals to pursue their dreams and build something beautiful.
Video Source: Dose of Good Ads
Here’s what sets the #5to9 campaign apart:
- Cultural Resonance: In tune with the gig economy and entrepreneurship.
- Star Power: Dolly Parton’s reimagined song brought massive attention.
- Broad Reach: The campaign utilized digital publications and prime Super Bowl slots.
- Inspirational Call to Action: The campaign delivers an inspiring message, urging viewers to turn their side hustle into something more with the call to action, “Make your next move. Make it beautiful.”
How You Can Use This Campaign as an Example
- Know Your Audience: Tailor your message to resonate deeply with your target market.
- Partner with Influencers: Leverage recognizable figures to amplify your reach and impact.
- Use Multi-channel Approach: Reach your audience where they are, whether it’s digital, print, or live events.
- Inspire Action: Evoke emotions and inspire your audience with a clear call to action.
3. IBM’s “Every Second Counts” Campaign
IBM’s campaign, “Every Second Counts,” is a smart marketing example that uses different strategies to make a big impression.
IBM aimed to provoke an emotional connection to the urgency of business resilience in an attention-grabbing way.
They highlighted the urgent need for cyber resilience with drama and creativity, using videos about managing cyber disruptions, which were crucial to stop busy CIOs in their tracks.
IDC research shows the average cost of a business’s downtime exceeds $200,000 per hour, so IBM focused on “speed-to-recovery” as their creative strategy.
The campaign featured two short films with rapid recovery scenarios in finance and logistics companies.
Each video was based on true stories, grounded in technical expertise, ensuring accuracy and authenticity. Weekly scripting calls included technical engineers and consultants to make the stories believable.
Promotional video trailers, GIFs, and social tiles were shared on Twitter, Facebook, and LinkedIn, targeting CIOs and IT leaders.
The campaign also included thought leadership articles on BusinessInsider.com and ITBizAdvisor.com, promoting research to generate leads.
Engaged viewers were retargeted with educational content and industry-leading research teased as infographics, encouraging further interaction.
The videos were also showcased in presentations and booths at major events hosted by Gartner, AWS, DRJ, IBM, and others, making the campaign memorable and influential.
LinkedIn Results:
- 682k Impressions
- 238k Engagements
- 50% Responses were high-quality leads
Paid Video Promotion:
- Facebook: 4.78M Impressions
- 500k Engagements
Organic Social Promotion:
- Facebook, Twitter, LinkedIn: 195.8K Impressions
- 2,872 Clicks
Site Engagement:
- ~17% Site Engagement Rate
How You Can Use This Campaign as an Example
- Mix Your Media: Use videos and live events for better engagement.
- Make It Interactive: Create content that encourages participation.
- Strategize Social Media: Tailor messages to fit audience channels.
- Understand Your Customer: Cater to their needs and preferences.
Learn from IBM: diversify your content, engage various touchpoints, and align your strategies with what your audience truly needs.
4. Slack’s “So Yeah, We Tried Slack …” Video Ad Campaign
Slack took B2B marketing to a new level with their “So Yeah, We Tried Slack…” campaign using a mockumentary style inspired by classics like The Office and Parks and Recreation.
This isn’t just another dry business pitch—it’s a laugh-packed journey into the everyday office life at Sandwich Video, a real-life Slack user.
Through humor and clever storytelling, Slack managed to both entertain and impress with genuine customer testimonials.
The video cleverly turns a typical case study on its head by blending humor with real-world results, making Slack’s integration feel seamless rather than sales-driven.
Video Source: Slack
This campaign stands out because it brings unique ideas and fresh perspectives to the table, such as:
- Humorous Engagement: Slack broke the norm by using humor in B2B marketing, turning a potentially dull topic into an engaging and memorable story. This strategy connects deeply with viewers and boosts recall.
- Relevant Information: Balancing laughs with facts, the campaign effectively addresses audience pain points, showing how Slack solves real communication issues.
- Cultural Resonance: By incorporating office humor and culture, it builds rapport with viewers, making the insights stick.
- Addressing Pain Points: Directly tackles common professional communication challenges, reinforcing Slack’s practical benefits.
- Creative Case Study: Blends narrative with actual customer experience, lending credibility and authenticity.
- Mission Alignment: Tightly aligns with Slack’s mission to enhance workplace communication.
How You Can Use This Campaign as an Example
- Inject Humor: Use humor to make your brand relatable and your message stick.
- Balance Entertainment and Information: Engage your audience while providing valuable insights.
- Highlight Real Success Stories: Use testimonials and case studies to prove efficacy.
- Understand and Address Audience Pain Points: Be clear on how your product solves real problems.
This campaign shows that a well-executed mix of humor, customer insight, and practical value can make B2B marketing not just effective but enjoyable.
5. LinkedIn – #FindTheBalance
LinkedIn’s #FindTheBalance campaign cleverly tapped into a current issue: the shift to working from home due to the pandemic.
They launched this in 2021 with three short films that instantly clicked with people juggling home and work life.
Each video highlighted common struggles work-from-home folks face, helping viewers relate on a personal level. Using video proved powerful, making the hashtag straightforward and poignant.
It pushes us to think about the balance we’re all trying to strike between work and life, something that impacts our mental well-being.
https://www.youtube.com/watch?v=V9AqCC3YgDg
Video Source: LinkedIn India
What was the result? A remarkable number of followers started sharing their own stories. This kind of organic user engagement meant that every share introduced more people to LinkedIn’s platform and encouraged discussion. It’s a testament to how relevant and relatable content can broaden brand awareness and interaction.
Here’s what makes this campaign special:
- Relevance: Taps into a pressing global issue—work-life balance in the post-pandemic era.
- Engagement: Prompted users to share personal experiences, enhancing brand visibility.
- Emotion: Created a strong emotional connection with a relatable storyline.
How You Can Use This Campaign as an Example
- Stay Relevant: Incorporate current events and social issues into your campaigns.
- Tell Stories: Use storytelling to make your content relatable.
- Encourage User Interaction: Develop hashtags and prompts that invite users to engage.
- Define Clear Goals: Set clear objectives from the start and measure them regularly.
6. GfK’s ‘Human vs. AI’ Campaign
GfK’s “Human vs. AI” campaign explores how artificial intelligence compares to people.
In a captivating video, Gonzalo Garcia Villanueva, CMO of Germany’s largest market research firm, debates with Ruby, a robot. This showdown explores if AI can truly replace human marketers. Spoiler: It’s a heated match!
Video Source: NielsenIQ Global
The video got over 70,000 views on YouTube, showing GfK’s expertise. It was a big success. The campaign won Silver at the 2023 B2B Marketing Awards for Best Use of AI and got 6.87 million impressions. They used a smart mix of paid and programmatic ads to achieve this.
What Sets This Campaign Apart?
- Thought Leadership: GfK established itself as a leader in AI discussions.
- High Engagement: Tackled a trending issue, pulling in views and interactions.
- AI Focus: Showed AI’s potential and limitations effectively.
How You Can Use This Campaign as an Example
- Capitalize on Trends: Talk about what’s hot right now.
- Leverage Video: Use engaging videos to captivate your audience.
- Optimize Ads: Mix paid strategies wisely for more reach.
- Foster Thought Leadership: Position your brand as an authority in key topics.
This campaign shows how to use AI in marketing to get people interested and talking, and you can learn from it to succeed in digital marketing.
7. “Wrapped for Advertisers” – Spotify
Spotify’s Wrapped campaign is a mega hit with users. It all started back in 2015 and has since become a much-anticipated November event each year.
Wrapped for Advertisers is no different. It taps into the exciting user data that Spotify fans love, but this time, it aims at businesses. It lets them explore music preferences and habits in detail.
This twist on a fan favorite not only highlights unique user preferences but also exemplifies how B2B social media marketing campaigns can open a window into understanding customer behavior at a whole new level.
Video Source: Spotifyads
Why This Campaign Stands Out:
- Leverage Existing Appeal: Spotify taps into the familiar consumer Wrapped experience and turns it into a business tool, making it instantly recognizable and appealing.
- Data-Powered: Stats speak volumes. The campaign uses eye-catching numbers to showcase data’s power in decision-making.
- Trust-Building: Featuring testimonials and positive reviews boosts credibility and trust in the B2B offering.
- Brand Consistency: The unique Spotify voice remains clear and intact throughout, so it feels just like Spotify.
- Trend Insights: By revealing patterns and behaviors, the campaign provides valuable market insights.
How You Can Use This Campaign as an Example
- Use What Works: Explore common experiences that consumers have and find ways to use them with your business audience.
- Show the Numbers: Use solid data to back up your claims.
- Build Trust: Incorporate social proof to enhance credibility.
- Stay True to Your Brand: Keep your branding consistent and recognizable.
- Reveal Insights: Offer new perspectives on audience behavior and trends.
Improve Your B2B Social Marketing Strategy With JAS
In B2B social media marketing campaigns, success means combining creativity with data. It’s important to be unique and connect with your audience by using strategies that fit their changing preferences and technologies.
Think of your campaign as a journey: you need the right message at the right time for each customer. Create engaging experiences that guide potential clients smoothly through their buying process.
Remember, aligning your marketing goals with your customers’ needs is key. Use creative tactics like humor and storytelling to make your message stick.
If you’re not sure where to start, contact us, and we’ll help you make your vision real.