Social media case study: Increasing brand relevance and engagement for FMCG brand

Wall’s

FMCG social media campaign case studyIncrease brand relevance and engagement

CHALLENGE

Many FMCG brands struggle to build sustainable relationships with their customers in social media. The challenge posed for the Wall’s brand was to increase relevance, saliency and engagement with their target audience.

BACKGROUND

A new campaign for Wall’s – Bring it on Britain – placed social media at its heart with a Facebook app and social spaces including a blog and Facebook page where users can apply for a bursary to help achieve their dreams.

WHAT WE DID

Our strategy for this campaign was to attract applicants and build a Facebook community by identifying and developing a relationship with influencers in online spaces likely to enter the bursary

We were social media partner to:

Qube undertook an extensive evaluation of the online landscape, identifying potential influencers and highlighting themes and opportunities for conversational content.

WHAT WE DID

Working with Saatchi & Saatchi we launched ‘Bring it on Britain’ on Facebook, Twitter and a blog

WHAT WE DID

Our intrepid blogger hunted for the ‘bring it on’ spiritWHAT WE DID

We seeded entries into relevant forums to get support

RachelWould like help to move up to novice level in British Eventing

WHAT WE DID

We invited influencers from the communities to judge…

Dean DunbarAdventure junky registered blind

WHAT WE DID

…and give tips and adviceWHAT WE DID

The bursary attracted a wide range of applicants

AnnaWants help with ballroom dancing costumers to compete internationally

IMPACT

Entrants and supporters generated word-of-mouth by returning to their wider communities to invite them to vote for them. Some went beyond this and actively campaigned offline, for example, handing out leaflets at their local shopping centre.

IMPACT

Influencers promoted it on their blogs, Twitter etcIMPACT

In conclusion…

We exceeded ALL our targets for generating entries, votes and awareness for Wall’s Bring it on Britain.

We generated a very tight community which went beyond simply responding to Wall’s posts but genuinely engaged and supported each other on a sustained level – it was a branded community with a real purpose.

IMPACT

Qube and Saatchi & Saatchi

• Qube has been the social media partner to Saatchi & Saatchi on a number of major brand campaigns

Qube Media

A leading social media agency with a focus on the consumer market

Contact us if you would like to understand the new marketing landscape and to discuss how we can help grow your business

+44 1273 689 [email protected]