Q: How can we better engage our customers in Facebook?

We increased engaged customers on Facebook for Häagen-Dazs by over 65,000 (c 400%) in a month

Challenge
As part of a major campaign to promote a new product line, Mini Cups, Häagen-Dazs launched a new campaign called ‘It’s Girls Time’. Including Above The Line advertising and a PR push, the initial focus for this was on The Boudoir – an exclusive ‘club’ led by Cat Deeley. Fans could book a slot in The Boudoir for a great night out with the girls. At The Boudoir they would meet celebrities, fashion experts, DJs and of course eat Haagen-Dazs.

Häagen-Dazs had a Facebook page with around 150,000 fans. However, it had almost no engagement. Fans would simply ‘like’ the page but never return or engage further.

Qube was commissioned for an initial 3 month campaign with the express goal of creating an engaged hub on Facebook for Häagen-Dazs for all its campaigns, initially focusing on The Boudoir and It’s Girls Time.

What we did
We worked with Häagen-Dazs to develop a clear purpose and roadmap for the community which integrated with the wider campaigns.

Rather than just be a tool where fans indicated they ‘liked’ Häagen-Dazs, this community’s aim was to ‘enhance your girl’s time’.

All the posts, tools, comments, images, videos, links, competitions and content were primarily focused on how the community could enhance your girl’s time.

By having a clearer and simpler proposition it was easier for us to answer the question from fans ‘Why should I come back?’ and for fans to remember and tell others.

We created and managed a content plan which involved and coordinated all wider campaign activity. We worked with other agencies eg Beige, Saatchi & Saatchi, Woof who would generate content around their particular activity.

We used active listening to focus real-time engagement. Each week we identified the impact of our Facebook activity, focusing on what worked and what didn’t.

Our analysts went beyond what Facebook insights provided to understand what topics and post types worked and whether fan posts vs HD posts generated the best response. We identified key advocates and active fans within the community to build a relationship with.

We held a weekly phone meeting with all relevant parties to update the content plan for the coming week.

Results
Our approach help generate a consistent and co-ordinated approach to real-time engagement where we are always listening and learning from previous activity. It allowed us to perfect an engagement framework to give the best ROI.

We increased engaged customers (those who comment/like/enter/vote etc) on Facebook for Häagen-Dazs by over 65,000 (c 400%) in a month while growing the community by over 50,000.

Häagen-Dazs has since re-commissioned Qube to continue this service for the coming year.