A social media case study showing a successful campaign to increase brand relevance and customer engagement for FMCG brand Wall's, delivered by social media agency Qube Media.

1. Wall’s
FMCG social media campaign case study
Increase brand relevance and engagement

2. CHALLENGE
Many FMCG brands struggle to build
sustainable relationships with their
customers in social media. The challenge
posed for the Wall’s brand was to
increase relevance, saliency and
engagement with their target audience.

3. BACKGROUND
A new campaign for Wall’s – Bring it on
Britain – placed social media at its heart
with a Facebook app and social spaces
including a blog and Facebook page
where users can apply for a bursary to
help achieve their dreams.

4. WHAT WE DID
Our strategy for this campaign was to
attract applicants and build a Facebook
community by identifying and developing
a relationship with influencers in online
spaces likely to enter the bursary
We were social media partner to:

5. WHAT WE DID
Qube undertook an extensive evaluation of the online
landscape, identifying potential influencers and
highlighting themes and opportunities for
conversational content.

6. WHAT WE DID
Working with Saatchi & Saatchi we launched ‘Bring it
on Britain’ on Facebook, Twitter and a blog

7. WHAT WE DID
Our intrepid blogger hunted for the ‘bring it on’ spirit

8. WHAT WE DID
We seeded entries into relevant forums to get support
Rachel
Would like help to move up to novice level in British Eventing

9. WHAT WE DID
We invited influencers from the communities to judge…
Dean Dunbar
Adventure junky
registered blind

10. WHAT WE DID
…and give tips and advice

11. IMPACT
The bursary attracted a wide range of applicants
Anna
Wants help with ballroom dancing costumers to compete internationally

12. IMPACT
Entrants and supporters 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.

13. IMPACT
Influencers promoted it on their blogs, Twitter etc

14. IMPACT
In conclusion…
We exceeded ALL our targets for generating entries,
votes and awareness for Wall’s Bring it on Britain.
We generated a very tight community which went
beyond simply responding to Wall’s posts but genuinely
engaged and supported each other on a sustained level
– it was a branded community with a real purpose.

15. Qube and Saatchi & Saatchi
• Qube has been the social media partner to Saatchi &
Saatchi on a number of major brand campaigns

16. Qube Media
A leading social media agency with a focus on the
consumer market
Contact us if you would like to understand the new
marketing landscape and to discuss how we can
help grow your business
+44 1273 689 672
hello@qubemedia.net
www.qubemedia.net