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

Using social media is an exciting new step for the Wall’s brand and Qube’s strategic approach has enabled us to see longer term value in social media as a key part of the brand development.

Challenge
Many FMCG brands struggle to build sustainable relationships with their customers on the web. The challenge posed for the Wall’s brand was to increase relevance, saliency and engagement with their target audience.

As their social media partner Saatchi and Saatchi invited Qube to support them in delivering a new brand positioning for Kerry Foods / Wall’s.

What we did
A new campaign for Wall’s – Bring it on Britain – placed social media at its heart with a Facebook application and a number of social spaces including a Facebook community page  where users can apply for a bursary to help achieve their dreams.

Qube undertook an extensive evaluation of the online landscape, identifying potential influencers and highlighting themes and opportunities for conversational content.  We developed an community roadmap for the bursary and content plan.

We launched a new Facebook page created specifically for this campaign and using outreach techniques. By building relationships with influencers in spaces likely to enter the bursary, we were able to create an active community and a significant number of entries.

Using real-time listening on the web and by assessing the impact our community management and outreach activity every week we were able to continually improve our activity. When people from a certain interest area entered the bursary we would target similar spaces on the web to invite like-minded people to come and support them by voting.

Results

Using social media for the Wall’s campaign was a bold move which allowed consumers to engage directly with the brand in a new and exciting way.

We generated a very tight community which went beyond simply responding to Wall’s post but genuinely engaged and supported each other on a sustained level.

Members generated word-of-mouth by returning to their wider communities to invite them to vote for them. Some went beyond this and actively campaigned offline, for example, handing out leaflets at their local shopping centre.

Qube Media worked with Saatchi to incorporate social engagement into the wider measurement framework for the brand activity. This has also led into further consideration on the role of social media for the Wall’s brand in the long term.