Social media campaign

  Social Media campaigns mainly focus on consumer purchase decisions, brand awareness, and consumers' possibility to talk about e brand to others. Marketers use AIDA, which is Attention, Interest, Desire, and Action for their promotions. They use the model because they want to get brand awareness, interest, and desire to join the camping, and they want consumers to take action such as recommending the brand to others. It can be seen that most marketers use this model for only their own brand's progress. However, not all brands or companies have campaigned for only brand awareness. 

 Focusing on Disney, it held the #ShareYourEars campaign with Make-a-Wish foundations to get more attention to donate chronic ill children. People wore Mickey Mouse Ears and post their pictures on Twitter and Instagram with the hashtag. When the pictures were posted with the hashtag, Disney donated $5 to the foundation with per picture. In this Disney's case, Disney holds to campaign for the purpose to get awareness of the foundations. At the same time, it resulted in getting attention not only to the foundations but also to Disney itself. It turned out to be not a narrow business but a diverse business.