How SPAM’s social media presence helped the brand reach new audience
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.
- Grow fan base
- Build a community
- Increase sales of SPAM products
- Data capture
- 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
Content created with:
I Spy Marketing
“The Uptimisation Agency”
Launched in 2005, I Spy is an independently owned digital specialist marketing agency that delivers an integrated natural/paid search, social media and website conversion service to its clients.
I Spy has offices in both London and Manchester and isone of the fastest growing specialists in its field, having built its reputation on the evolution of a whole new approach to digital marketing that it calls Uptimisation.
Uptimisiation seeks to break the boundaries of standard optimisation by blending our analytical and management tools with a deep understanding of target market behaviour and our clients objectives. Through this approach we deliver outstanding ROI without fail every time! Our handpicked team of digital marketing specialists apply their craft with creative precision which has already brought uptimised results for Vauxhall, Dunhill, Avon, Waterstones, Jobsite, UKTV and Parkdean Holidays. I Spy is a founder member of the IPA’s search body, a member of the Internet Advertising Bureau, Google Adwords, Conversion and Analytics Qualified.