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Rabu, 13 November 2013

How Ben & Jerry’s Reached Over 10% of the World’s Population with One Social Campaign

How Ben & Jerry’s Reached Over 10% of the World’s Population with One Social Campaign



In 1979, Ben and Jerry’s decided to thank friends, family, and loyal customers for supporting their first year in business with a free ice cream cone. Since then, the tradition has transformed into a major event, and now “Free Cone Day” is marked on calendars all over the world. As a global brand, Ben & Jerry’s wanted to engage with audiences around the world. To do this, Ben & Jerry’s utilized the hashtag #freeconeday to aggregate, organize, and re-display the real-time conversations taking place on social networks.

#FreeConeDay’s Three Objectives:


In launching a social campaign around #freeconeday, Ben & Jerry’s hoped to:

1) Engage a global audience
2) Drive awareness about the event and traffic to their stores
3) Fuel customer participation that would propel word-of-mouth and increase their brand reach

The strategies implemented to carry out these objectives made a viral splash eventually reaching over 700 million people -- that’s 10% of the world’s population!

Interested in learning how to converge your media strategy to drive similar results?Download the “How To Converge Your Media” whitepaper here!

#Freeconeday Strategy: Converging Paid, Owned, and Earned Media

Optimizing their paid, owned, and earned media channels, Ben & Jerry’s utilized a converged media strategy to build their Free Cone Day campaign. Now the ultimate marketing imperative, this strategy allowed them to bring valuable consumer conversations to light.

Here’s how Ben & Jerry’s integrated each of the paid, owned, and earned channels into a single, consistent brand experience:   

Owned Media:

Several days leading up to Free Cone Day, Ben & Jerry’s launched a dedicated microsite powered by real-time, global conversations around the big day.


Earned Media:

The microsite was dominated by interactive experiences that allowed Ben & Jerry’s to capture and generate relevant earned media to promote the event. A poll engaged people to vote on their favorite flavors and a conversation stream flowed dynamically, showcasing excitement from consumers around the world. A real-time photo wall let users visually connect with Free Cone Day moments around the world.


Paid Media:

Using Twitter Promoted Products, Ben & Jerry’s owned the social conversation surrounding the campaign. By targeting the right audience at the right time with a brand-specific hashtag, social content was easily organized and spurred on by people contributing relevant and identifiable Tweets that were then curated and displayed back to the owned microsite.

Interested in learning how to converge your media strategy to drive similar results? Download the “How To Converge Your Media” whitepaper here!


The Results Spoke for Themselves: 

Through the successful integration of paid, owned, and earned media, Ben & Jerry’s created a fresh environment showcasing excitement from consumers around the world. By encouraging social conversations, amplifying word-of-mouth, and driving visitors to their site, Ben & Jerry’s converged media campaign resulted in the following:

  • The Promoted Hashtag #freeconeday had a social reach of over 700 million, generating brand exposure that totals 10% of the world’s population.

  • Demonstrating high viewer engagement, there was a 48% retweet rate within the microsite.

  • The social conversation quickly resonated across the United States with #freeconeday trending in 48 cities on Twitter.


Interested in learning how to converge your media strategy to drive similar results? Download the “How To Converge Your Media” whitepaper here!

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