Social Media Campaign Drives Engagement and Growth for Skinny Cow Brand
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The document discusses a social media campaign for the Skinny Cow brand. The three main objectives of the campaign were to: 1) Introduce the Skinny Cow brand, 2) Position Skinny Cow as a "permissible indulgence", and 3) Drive engagement and break category norms. The solution involved creating a Facebook page as the hub of the campaign. This allowed for talkability, an additional budget for content, and complemented the existing Skinny Cow website. Events like a "Swap Shop" and "Skinny Dip" grew the Facebook page by 20,000 fans within a month with high user engagement. The campaign showed that offline events can be strong drivers of online engagement if rewarding content is provided.
![Social Media and Online Branding Tom Ollerton, Skive @mrtomollerton [email_address]](https://image.slidesharecdn.com/f1-skinny-ow-final-presentation-100630061039-phpapp02/85/201006-social-media-and-online-branding-1-320.jpg)
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Social Media Campaign Drives Engagement and Growth for Skinny Cow Brand
- 1. Social Media and Online Branding Tom Ollerton, Skive @mrtomollerton [email_address]
- 13. What Were the Advantages?
- 17. Confession Book, Cowculator, Collectible Cow
- 19. Digital Display Centralised Facebook Hub
- 20. Digital Display Facebook Ads Centralised Facebook Hub
- 21. Digital Display Facebook Ads Print and Outdoor Centralised Facebook Hub
- 22. Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor Centralised Facebook Hub
- 23. Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor Centralised Facebook Hub
- 32. Key Elements Marie Curie Donation Celebrity Cast-Offs Voucher Media Player
- 37. Entries For Skinny Dip = 3,254
- 39. Entries For Skinny Dip 2 = 10,200
- 40. Entries For Skinny Dip 2 = 10,200 With no media spend!
Notes de l'éditeur
- Skinny Cow Hot chocolate is a sister product to Nestlé’ Skinny Cow icecream.
- Skive were briefed to bring women together online under the brand idea of “oh yes you can”
- Leaves zero for actual engagement.
- Leaves zero for actual engagement.
- Leaves zero for actual engagement.
- There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
- There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
- There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
- There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
- Digital display, print and outdoor, facebook ads, search and the SK w/s all drove traffic to the facebook page.
- 32 k fans is quite an achievement for a small brand
- 32 k fans is quite an achievement for a small brand
- In feb Skive were rebriefed to bring together SK fans in the real world in an indulgent site that would appeal to the TA
- We came up with Skinny Cow Swap Shop Two offline events in London and Manchester
- Competition mechanic Soho hotel Marie Curie Donation Celebrity cast offs Voucher Media player 9 friends was a big barrier to entry
- 9 friends was a big barrier to entry
- Any left over items were left up for a day between 9 and 6. There were 2 lots per hour and 5 items per lot. 8 people actually spent all day online.
- The lots were up for a short period of time and people had to tag the photos To then see if they had won
- Use fanpage r and d
- This was with no media spend Became self policing
- This was with no media spend Became self policing
- Choose between creating a significant return from fans as opposed to volume. Compete against past campaigns as opposed to competitors Engagement metric is longterm.