Please note that these are notes from a seminar. Actual post to follow In the future.
Robin Grant – We are social
Unilever – Marmite XO – Social Media only launch of a product
They went out a found crazy Marmite lovers and designed an experience that would cater for these super fans
Rewarded for advocacy of the brand
Invited 40 of these super fans to an event and entered into the Marmerati. Marmerati = fake club with fake history of Marmite lovers
They then spread the word on blogs, twitter and facebook.
Then revealed a website. Asked those 40 people to recruit more people. Drive users to web site and used Facebook connect to log users in
Prize incentives of special jar of Marmite.
Once second wave was finished, they could vote on specific jarvthat would be used.
Those 200 second wave started to put more content up.
This cost a quarter of a normal product launch and they still got good product space
Tesco example – Clothing
Raise awareness of clothing at Tesco amongst fashion and money savvy audience
About the ecommerce site
Started a blog to be brand voice. Showed off the clothes. Found other bloggers to guest blog. They then had a long list of bloggers that wanted to post.
Created Tesco FB page and twitter account.
Used feedback from FB to get crowdsourcing information on what to focus on.
They then ran a series of micro campaigns.
Ran simple competition based on retweets. 400 new followers, 1333 retweets.
Key fashion bloggers invited to an event to preview new ranges. Reacted well to the event. 17 blog posts and high engagement on those posts.
Allowed bloggers to host competitions themselves.
FB page strategy was to grow the fan base through large campaign. All fans would get 50% off for an hour on a random day. Ended up with 40k friends in one day.
Generated over £1.1m in sales over period of the campaign.