Both positive and negative stories are no longer restricted to mainstream media, increasingly they break and go viral on social networks before hitting the newsstands. As a result social media is now used as an extension of PR, marketing and even customer service.
This inclusion of Social Media into companies marketing has resulted in some success stories for big name brands. A major part of a Social Media Strategy is listening to what is being said and where these conversations are taking place. In this blog we will cover two success stories where a company has listened to what the customer want and then create a strategy around them
Cadbury’s realised that there was a lot of conversations happening online, even a campaign to bring it back, about the previously discontinued chocolate bar, Wispa.
Cadbury’s decided to re-launch the chocolate bar and decided to use Social Media Monitoring to understand where these conversations were taking place and how they could use this to their advantage. By monitoring the conversation Cadbury’s was able to find out that 7,500 people were talking about Wispa on a variety of sites ranging from student websites to YouTube videos and comments.
With this knowledge they were then able to identify where the majority of conversations were starting and who the most active and influential people were.
Thanks to Social Media Monitoring Cadbury’s now knew where there was an already interested audience and key influencers, which they could then build a campaign around. Thanks to this knowledge Cadbury’s was able to re-launch the Wispa chocolate bar with great success, selling 24 million bars in the first 6 weeks and help Cadbury’s achieve an 11% rise in UK sales.
For the Love of Whispa
Following the success of the re-launch of Wispa, Cadbury’s didn’t want to just let the buzz generated die down and followed up the launch with the “For the Love Of Wispa” campaign where they once again approached the influencers of their brand they identified for the re-launch. This time they invited fans of Wispa to get involved in creating an advert by pledging anything from balloons to full rugby teams for the filming.
The result was an amazing advert full of Cheerleaders, Kazoo playing bikers and much much more all made by people who love Cadbury’s Wispa.
Here is the final video that was created by fans of Wispa
Kellogg’s was looking to understand, in detail, what was being said about their brand and four of their main products; Coco Pops, Special K, Crunchy Nut and Rice Krispies Squares. By launching a listening and monitoring program Kellogg’s was able to gain insight, which was then used as a basis for all future social media involvement.
In a 3 month period between November 2009 and January 2010 Kellogg’s were able to analyse 89,000 comments to identify influencers and detractors who were affecting the online conversation about their brand. With this new understanding about the conversation Kellogg’s was able create an effective social media engagement strategy that would subtly harness existing conversations.
By communicating with real people, in real time, Kellogg’s was able to move from reactive monitoring – only anticipating and addressing potential stories relating directly to them – to actively engaging in the wider discussion and addressing customers at their point of need. By taking on board concerns and suggestions, this extension of customer research has allowed Kellogg’s to review, adjust and launch products accordingly.
The birth of Krave
Kellogg’s decision to get involved in Social Media Monitoring didn’t just change their engagement strategy with the public but caused them to develop a brand new product from the conversations that were happening about what people wanted in a cereal and so Krave was born.
The cereal was targeted towards the youth market and it was chosen that a Facebook and Television campaign would be how they would market this new product in what was already challenging sector. The Facebook campaign consisted of users being able to bid for prizes in an auction with a new Kellogg’s Krave Currency called “Choc Chunks”. These Choc Chunks are earned by Fans of the Krave Facebook page when they complete certain task like signing up, recruiting friends, uploading photos, tagging themselves and friends in photos and mentioning Krave in their status updates.
The Krave Facebook page quickly reached over 59,000 fans who have uploaded nearly 500 of their own photos and the community they have create is starting to create their own Krave adverts. The Choc Chunk currency has been used to bid for Gig Tickets, games and gadgets.
For a new cereal the launch was a great success with Krave gaining a 0.8% market share in less than 2 months thanks to the knowledge Kellogg’s had gain about what their target audience were talking about on social media channels.
When it comes to social media monitoring, and then engagement, no two projects are the same and proper preparation should be done before entering into social media with a corporate brand.
With the likes of Cadbury’s Whispa they were able to identify where best to target their advertising to get the best possible exposure and allow the fans that had shown interest in the product early on to get involved with launching and marketing of it.
Kellogg’s were able to identify a gap in the marketing for the cereal Krave and targeted their marketing towards where this demand was originating and build upon it.