Nutella! How a Hazelnut Spread Made It Big on Facebook - Social Media
Nutella! How a Hazelnut Spread Made it Big on Facebook
Nutella is one of the brands that has rocketed into the social sphere, with their clever marketing and outreachstrategies. Clearly a wildly understated brand, before breaking into theFacebook scene, Nutella now enjoys a human fan base of over 11 million people. How did this delicious hazelnut spread become a Facebook sensation? What can you learn from their rise to fame?
Nutella burst onto the Facebook scene a few years ago – from a surprisingplace. It wasn’t a crack team of Nutella marketers that launched a great Facebook page, it was a fan.
One single, fan. In fact, word on the street is that Nutella itself only spent $300 000 on marketing in 2008,because the Facebook page was such a hit. Mashable reported that this wasbecause Nutella, was ‘just one of those cult brands people love to talk about.’
There has been a lot of discussion over why Nutella made such a big impact on Facebook. The most common arguments find that it’s because they’re European, and have a huge European and US fan base.
Fans from the US love it, because theyare reminded of trips to Europe, and ithas that ingrained ‘cool’ factor. We’re not so sure. People are overlooking the fact that it’s spreadable hazelnut chocolate.
If there’s one thing people love itsnovelty. Add that to a delicious flavor, and you’re going for the gold. Nutella is a household favorite, and their fanpage proves this. If you have a product that has the novelty of Nutella, and tastes equally as good, it will also become a social hero.
Nutella has many of the basics required to pull off a successful Facebook page, with none of the complexity that brands like Coke havechosen to use. It has a simple welcome page, leading up to their ‘like’ button.
They have an etiquette page, and a choice of different countries. Other than that, the site is pretty muchdominated by conversion. At any given time, as many as 100 000 people are talking about Nutella on Facebook.
That’s why they’ve implemented waysto spark conversion, and have invested in image based updates. Nutella postsimages about their product, promoting different ways to eat the spread. With these images, they ask questions, or pose statements to their fans.
“Click ‘like’ if you’re eating Nutella right now,” or “It’s called breakfastbecause you have to eat it fast – trueof false.” These conversation starters form the crux of their page.
If you want to be more like Nutella,focus on the way you engage your fans on your wall. Use images that spark conversation, questions and openended, or interesting statements. Mostof us will never truly understand how a hazelnut chocolate spread became such a top runner on Facebook.Perhaps they don’t even understand it themselves. What we do know, is that they have the right idea.
Likability, chocolate and lots ofconversation, always equals more sales.
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