See how Skinny Cow encompassed all of these elements on Facebook to 1) Sell more of their product and 2) Expand their Fanbase, after the jump.
The first thing Skinny Cow did that was key to success was teaming up with a brand that their demographic very much recognized and even was emotionally invested in. Skinny Cow knows the majority of people eating their low-fat snacks are females, and what female doesn’t love Dirty Dancing? It’s a movie many 20 to 30-something females grew up with and connect or reminisce about. By choosing to team up with Dirty Dancing they immediately expanded the reach of their fan base and extended their campaign further than if they had chosen a brand that didn’t have the same kind of female emotional investment.
2. Write Compelling Copy that Your Demographic Relates To
If you read the copy on Skinny Cow’s Facebook tab promoting the 25th Anniversary of Dirty Dancing, you’ll notice that they use language that is in line with how their customers speak. They describe the move as their “all-time fave” and tell fans to “grab their BFF.” They speak in a language that is familiar to their target audience and don’t sound like a brand, but rather sound like one of their customers. This tactic really helps to humanize the Skinny Cow brand to their consumers.
3. Attack The Campaign from All Angles
Skinny Cow is ultimately promoting the 25th Anniversary of Dirty Dancing and urging people to get out and go to a screening, but they also couple this event with an instant win game, for those who are unable to go to a screening. The instant win game is a genius move by Skinny Cow as it encompasses some key elements that are revenue generating and increased brand awareness. The first thing they did was create a separate tab for the instant win game and required users to “like” the page in order to enter (expanding their fan base). Second, they gave very clear directions on how to enter the contest, and the first thing you need is a Skinny Cow snack wrapper with a promo-code in it. Users can enter this promo-code on Facebook and then they are entered in the contest. Brilliant, Skinny Cow is managing to increase the sales of their product through this step in the campaign. This key step combined with fun graphics and a great incentive to enter (everyone gets a small prize, and could possibly win the grand prize of being flown to LA and meeting Jennifer Grey) is really what makes the instant win game a success.
4. Cover All Your Bases To Avoid Sore Losers
Even though the instant win game is great for giving out prizes to everyone, Skinny Cow makes sure they provide some goodies for those who choose not to buy the product or can’t make it to a screening. Simply for being a fan of the Facebook page you can still join in the fun by hosting your own Dirty Dancing viewing party and Skinny Cow makes sure it’s a success by providing party tips for you to do at home, including providing recipes and a menu, as well as activities you and your friends can do. They put all of this information on a separate Facebook tab and even allow the options for fans to upload photos of their viewing party, to make it more social.
All in all, Skinny Cow definitely took full advantage of this event to run a great campaign that encompassed several elements designed to sell more product and expand their fan base. What are some of your favorite Facebook campaigns? Let me know in the comment section below.
Promoting products online does give the customer the chance to navigate through the different pages in a business’ website. Skinny Cow played its aces well, coupling their product with one of the most famous and intriguing movies of all time. The games, registration to keep customers updated through newsletters, how-to’s in partying using their food products, are all very tactical.
ReplyDeleteKevin Beamer