Customers are bombed with our ads all over their online hangouts: Facebook, Twitter, blog comments, emails, etc. As
AdvertisingAge points out quite well: “Welcome to social-media message overload”. How to survive and be seen in this huge wave of messages? A case study how a sandwich spread found more then 200 thousand friends on Facebook.
Brand: Marmite, food spread
Goal: be seen in social networks
Solution: Facebook page
Results: More then 233 thousand Facebook fans.
What did they do?
No annoying friend requests or invitations – all Marmite did was to create the official Marmite page. So how did they succeed? If you have ever tasted Marmite you should remember its extremely powerful, salty and savory taste. Actually, it’s a lovemark for thousands. However, as it always goes with lovemarks: one loves, the other hates. Even Simon Cowell once mentioned one of the Xfactor contestants was just like Marmite, "You either love it or hate it".
That inspired the Marmite marketing slogan “love it or hate it”. So as people were already talking about their product/loving/hating it, they simply created a page with the message “Love it or hate it”, put some ads, funny messages and encouraged their users to share product experiences whatever they are: from recipes to hate messages. That's it. At the moment they have more then 233 thousand Facebook fans.
Want a tip?
As IAB researchers in
AdvertisingAge point out “exclusive content, which appeals to 28% of social networkers, and a genuine interest in the message, which attracts 37%, are the keys to a positive response from consumers on social networks”. Guess who is pushing the right buttons?
So don’t be an annoying neighbor, who is calling twice a day and asking you to come. People just ignore that. If you have a powerful group of your brand believers, just encourage them to share their product experience on Facebook or other places. That’s enough. Online word of mouth will do its job.
P.S.: If you don’t have powerful believers and still want to be spotted, look at social communication quiet the same as you do with your other ads. First you have to make them look at your product/offer and after your further contacts a small part of them maybe will turn into your believers. Of course, you can always skip one step by creating such things as e.g. Burger King did with their Whopper Sacrifice app.
