Organization Name: Nestle
Industry: Food & Beverage
Description of How Social Media is Used For Business Performance:
Nestle made sharing love this past Valentine’s Day a little bit easier. That’s where Nestle’s Coffee-mate brand stepped in to take a load off of valentine-ing . Nestle’s Coffe-mate’s social media team partnered with a team of professional artists to turn users’ declaration of love into in one of a kind shareable valentines.
The hashtag #CMValentine was used to allow users to submit love notes of Twitter and Facebook. Coffee-mate than took these posts and turned them into handcrafted Valentines for their loved ones and friends.
With this marketing campaign Coffee-mate thought “outside the cup” and took everyday expressions of love into miniature works of art. This consumer engagement approach added new consumers to their social media communities that may not even use Coffe-mate but through ongoing social media interaction may be inclined to try it.
This campaign also allowed for greater engagement with consumers through sharing and retweets, opening Coffee-mate’s network to those that were engaged and the friends and followers of those people.
Lessons for Others:
– Engaging your current followers on social media is key to increasing your overall following
– Marketing campaigns need to be relevant to consumers in order for them to engage
– Providing a value adding service to consumers via social media is a greater way to increase engagement
– Sometimes the most successful social media campaigns are not heavily focused on the brand, product, or service.
Submitted By: Tara Zimmerman – SMBP Student, University of Waterloo
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