Welcome to Sprout’s Social Spotlight, where each week we’re diving deep into what we love about a brand’s approach to a specific social campaign. From strategy through execution and results, we’ll examine what makes the best brands on social tick — and leave you with some key takeaways to consider for your own brand’s social strategy.

Netflix uses social to create a brand experience

The same savvy that’s served Netflix well on the product side extends to marketing, especially social. There the brand has leaned hard into a “fan’s fan” persona by hiring movie and TV buffs to man its accounts. The resulting brand voice is approachable, clever without trying and authentic to the reason Netflix is beloved in the first place: people love to talk about what they’re watching.

A lesson in social storytelling from The New York Times

The New York Times adjusted to the demands of social storytelling by identifying the disconnects between their distribution model and the expectations of a digitally engaged audience. The Gray Lady has come into her own in part by redefining the role of social media in compelling and accessible journalism.

How GoPro fuels brand loyalty with UGC

Few brands have as successfully embraced UGC as GoPro, and with good reason; when your product makes great images and video possible for your consumers, showing is better than telling. Making it easy for fans to share (and be rewarded for sharing) via social has been key to expanding the brand’s reach and generating loyalty.

#FreshXIngridNilsen: A social influencer success story

Getting influencer marketing right can be tricky. Finding an influencer your audience will identify with, find aspirational and take at face value – all at the right, mutually-beneficial price – is a challenging process without a guarantee. Fresh Beauty is one brand that got it right when it partnered with beauty vlogger Ingrid Nilsen to create an authentic, relevant connection between the brand and its target audience.

How the ASPCA uses social to inspire action

We all know social is a powerful platform for great storytelling, but the real secret sauce is when that great storytelling is paired with the immediate connection social offers. This is especially true for nonprofits like the American Society for the Prevention of Cruelty to Animals, or the ASPCA, which uses social to tie the stories of the animals it helps (and the humans who love them) to actions of support: donations, adoptions, lobbying and awareness.

REI’s #OptOutside and how a campaign becomes a movement

REI has proven that there’s something to be said for focusing on a specific moment in time and owning it like no other brand ever has. In an age where 70% of consumers indicate that it’s important for brands to take a socio-political stand, finding a social good angle to support with your campaign has never been so vital. REI answers the challenge of how you keep the momentum going from that initial splash to build sustained equity for your brand.

Ben & Jerry’s and how to take an actionable stand on social

For years companies have faced increasing pressure to take a stand on social and political issues. And while some have succeeded in rising to this challenge, recent events indicate that brands still have a ways to go. One brand succeeding with authentic messaging is Ben & Jerry’s, which has proven that it’s willing to lose money in order to gain ground in the fight against injustice.

Nike and how to outpace the competition on social

The competition for attention is fierce for brands on social. On top of that, consumers are also more informed, more selective, less trusting and less patient than ever before. At the time of writing, Nike is the most followed brand on Instagram and boasts global name recognition. So what’s their secret? Consumers and social marketers agree that a brand’s social media presence stands out from the competition when it’s creative, memorable and impactful.