enable new fans to share their social
experiences and make purchases
within their first few minutes of interacting with the brand.
To further engage with loyal audiences, Cascadian Farm rolled out a
covert marketing campaign, in which
fans are randomly chosen to receive a
box full of sample products and company information by mail. In doing
so, the company rewards its fans and
promotes their continued activity on
the Cascadian Farm Facebook page.
bile versions of the quiz also generated
110,000 engagements. During the span of
this Facebook event, Nature’s Path also
drew an additional 23,396 Facebook fans.
Organic yogurt manufacturer Stonyfield Farm shares a similar strategy when
engaging with their 110,000 fans, made
up of Greek yogurt enthusiasts, organic
foodies and brand loyalists. Stonyfield
captures this broad audience through a
social strategy that emphasizes fun, creative and interactive cause-based micro-campaigns to keep fans engaged with its products. One such campaign is the 1,000,000 for
$100,000, which challenges fans to help the company reach 1,000,000
Likes on Facebook in exchange for $100,000 in donations to cancer
research funds. Creating more than one micro-campaign can be valuable to building a diverse fan base, in which different campaigns connect with different people. Stonyfield uses this tactic to continue to
engage their existing users while building new fans.
Similar to its cause campaigns, Stonyfield’s product promotions ask
fans to take a fun activist role with the Stonyfield Farm brand. For example, the “Ice Block Party” campaign asks fans to help unveil the latest Stonyfield product by throwing a virtual party to melt the ice cube
in which the new product is contained.
To motivate fans and reward them for
participating in this campaign, Stonyfield
offers one lucky winner a year’s supply of
the new product for free.
Through the use of creative tabs, cause
campaigns, product promotions and offline integration (for example, when fans
online receive a box in the mail offline),
these organic leaders keep themselves top
of mind with key consumers on Facebook.
Stonyfield Farm uses Facebook to raise
money for breast cancer research.
Melt the ice to see Stonyfield’s new
product launch.
Twitter
The Twitter community currently consists of over 100 million active
users on any given day, with an average of 230 million tweets posted
daily. Fifty percent of these users log onto Twitter every day. Even
though Twitter is still not embraced by businesses at the level Facebook is, Twitter users are three times more likely to follow brands than
Facebook users, and 43 percent of those users share news and information about the brands they follow. This growth and level of engagement allows brands on Twitter to have a real-time, open dialogue with
consumers and competitors, and thus offers yet another compelling
social media platform for companies looking to promote customer interaction and drive sales.
With over 10,000 Twitter followers, Organic Valley (
@OrganicVal-ley) uses the Twitter community to communicate directly with key consumers such as moms, thought leaders in the organic space such as
Grist magazine and other prominent brands that share a similar mission and values like Late July Organic (@latejulyorganic) on a variety
