This case study outlines how SPAM’s social media presence was revitalised by a social media strategy implemented by I Spy. The campaign received a nomination in the category of Best FMCG / Consumer Goods Social Media Strategy at the Social Buzz Awards 2011.Executive Summary
I Spy was tasked with working with SPAM to create the UK-based social media strategy, in partnership with their brand strategy and communications agency Underground. The strategy centres around building a hub of activity on Facebook. I Spy wanted to create something that provided the essential services including customer service but also promote the playful character of the brand through coupons, competitions, and special events to not only old and loyal customers but also entice new customers to reappraise and engage with the brand. On launch of the Facebook page, users were offered a coupon for a FREE SPAM can by becoming a fan of the page. This resulted in I Spy increasing SPAM’s fan base from 160 fans to over 40,000 fans within the space of two months. The drive was supported with a targeted Facebook advertising campaign using I Spy’s ad management tool Upcast. Upcast has driven approximately 20,000 fans at a cost of 45p per fan. 15,000 coupons were offered to fans. At the beginning of the coupon campaign, I Spy restricted the amount of coupons available to 100 per day to generate anticipation and excitement and ensure all fans had a chance to get their coupon. When the campaign reached specific milestones, such as 5,000 fans, I Spy gave out an extra batch of cans, in this instance 500 new cans were released. This worked well with fans sharing the celebrations and the offer with their friends. During the giveaway I Spy supplied fans with recipes to use their SPAM with. A community feel has been established on the Facebook page, with a high engagement from fans sharing recipes, stories, videos and photos. They are leaving hundreds of likes and comments and the majority of interactions are positive. A Find us on Facebook badge has also been printed on SPAM products to raise awareness and drive fan numbers. The Facebook coupon promotion provided a highly responsive fan base for more SPAM promotions.
I Spy also rewarded fans with world exclusives, including the world premiere of the newest member to the SPAM family, SPAM Sticks – an exclusive for Facebook fans.
Background to project/campaign
SPAM’s core target audience consisted of 55+. However, using Facebook, I Spy was able to see a large amount of SPAM fans covered a much broader demographic. I Spy was tasked to increase SPAM’s fan base on Facebook quickly and so devised a strategy with that objective in mind. Client objectives:
- Grow fan base
- Build a community
- Increase sales of SPAM products
- Data capture
To quickly build an active fan base, I Spy launched a Facebook coupon that could only be claimed by becoming a fan of the SPAM Facebook page. Each day for two months I Spy released a select amount of coupons to fans at random times of the day.
The coupon functionality meant every time someone used the app it appeared on their friends’ news feeds. Key to the coupon success was Facebook advertising. Using I Spy’s Facebook advertising tool, the agency ran a series of market place and Sponsored Stories ad campaigns to raise awareness and generate new fans. It also used the SPAM Twitter to keep followers updated.
- Over 40,000 new fans from couponing
- 27,000 of those fans have come from Facebook Advertising
- Facebook ad campaign generated over 40 million impressions, increasing brand awareness
- 45p cost per fan
- Hundreds of likes and comments on wall posts
- Spontaneous sharing of sharing recipes, stories, videos and photos
“I Spy’s social media has delivered us over 40,000 fans in two months far exceeding our expectations within such a short space of time. We have a growing fan base, hungry for SPAM news, offers and competitions. Within minutes of posting a recipe we receive hundreds of likes and comments. We now have a strategy that not only delivers loyalty and engagement, but ultimately drives footfall to stores.”Nicole Judd, customer business manager