Social media case study: Häagen-Dazs - increasing customer engagement with FMCG brand
General Mills: Häagen-DazsFMCG social media campaign case studyIncreasing customer engagement
CHALLENGE Häagen-Dazs wanted to increase customer engagement on their UK Facebook page and build awareness and bookings for the new Boudoir campaign through word-of-mouth
BACKGROUND The Boudoir The Boudoir was an exclusive real- life ‘pop-up club’ led by Cat Deeley, developed by Häagen-Dazs as part of the ‘It’s girls time’ campaign to promote the new Mini-Cups product. During the campaign fans could book a slot in The Boudoir for a great night out with the girls where they would meet celebrities, fashion experts, DJs and of course eat Häagen-Dazs.
WHAT WE DID Our strategy for this campaign was to place The Boudoir experience in the context of an online community with a purpose: ‘to enhance your girls time’ www.facebook.com/haagendazs We were social media partner to:
WHAT WE DID Integrating social media with the wider campaign was fundamental to success – it couldn’t be just an add-on. We developed a social strategy which brought interactive content to the forefront, within a multi-agency setup.
WHAT WE DID We planned agile Facebook apps designed to evolve as the campaign developed, working alongside the US team to ensure activity met global brand guidelines
WHAT WE DID To generate word-of-mouth we brought the exclusive Boudoir experience to a wider audience online. Drawing on activity in The Boudoir, content was primarily focused on how the community could enhance ‘your girls time’
WHAT WE DID We used real-time data analysis and insight to optimise community engagement every day. We looked at what worked and how we could replicate it
WHAT WE DID We coordinated tactical FB advertising with HD’s media agency based on real-time activity in the community to generate maximum page likes, engagement & bookings
WHAT WE DID We generated bookings to The Boudoir by monitoring and connecting with brand advocates on social media
IMPACT We exceeded ALL our targets for the campaign Launch (Qube activity started) Engaged customers • For example, we increased customer engagement on Facebook for Häagen-Dazs by over 400% in the first month • The percentage of fans engaging increased by 324%
IMPACT In conclusion… We took the above-the-line and PR campaign and developed an engaging and sharable story in social media. We helped ensure a fully booked Boudoir and transformed the HD Facebook page into an active, exciting brand space. Häagen-Dazs went on to commission Qube to undertake ongoing monitoring and deliver monthly strategy advice and ideas to develop the brand in social media.
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