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Proof in Our Collective Pudding.
SHS acknowledges that there's work that's bad and effective and then there's work that's good and effective. We always vote for the latter. So, what happens when a brand chooses to stand out? Good things, friends. Good things.
Cargill Meat Solutions
SITUATION
Throughout the six month period leading up to the giveaway, a mass media campaign was executed to increase awareness of Tender Ridge® Angus beef; a brand offered exclusively in the Michigan retail chain, Spartan. The campaign utilized billboards, drive-time radio broadcasts, in-store POS elements, online banner ads and digital coupons.
To capitalize on this newly generated awareness of the brand, a follow-up promotion was executed aimed at increasing interaction between the brand and target audience. Using in-store POS materials, giveaway items, coupons and social networking tactics, we set out to convert previously casual acquaintances of the brand into brand advocates and ultimately, purchasers.
Objective
Drive consumer interaction with the Tender Ridge Angus beef brand.
Insight
- Consumers are 71% more likely to make a purchase based on a social media referral.*
- 51% of Facebook fans are more likely to buy the brands they are a fan of.**
THE ONE THING
Share your photos with us and we’ll make it fun and rewarding.
Borderless Thinking
Like many promotions, this one began in-store; however, the structure allowed for continued brand interaction out-of-store and rewarded social engagement.
As Spartan shoppers passed through the meat department, they encountered a life-sized standee; a piece that depicted a faceless snowman standing over an outdoor grill. The standee encouraged shoppers to stand behind it and snap a quick photo of themselves giving the grilling snowman a face. By simply posting their photos to the Tender Ridge Angus beef Facebook page, participants would receive a free branded Fargo hat. Everyone who posted a photo to the Facebook page was rewarded with a hat.
When their Fargo hats arrived, recipients received additional motivation to interact with the brand. Included in the package was a note explaining that by posting a photo of themselves wearing their new Tender Ridge Angus beef Fargo hats, we would send them a $5-off coupon for the product, a tactic that continued the objective of brand interaction, but also paid off by converting participants into purchasers.
Results
- 9.5% increase in Facebook likes
- 78% increase in Facebook engagement
- 58% increase in Facebook reach
- 151 photos uploaded to the Facebook page
- 133 hats shipped out
- 17 coupons shipped out
Hubspot 2012*
CMB Consumer Pulse 2010**