This post was created as a social media project at NC State University. #GodivaGreetings #NCStateGLM #luxemarketing Disclaimer: This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are our own.

1. Godiva Greetings
Bianca Alberga, Suzanne Phillips, Aiah Varh, Kristin
Freeman, Alex Simpson, Malak Laraki, Ben Hastert

2. Godiva
● Created in 1926 by a Belgium family, Draps
● Success led the Draps to open boutiques in
the fancier streets of Europe
● Later, in the 70s’, the confectionary found
success on the American market
● Very strong brand image
● Well driven and effective communication
on social media

3. State of the Industry:
Chocolate Stores in the U.S.
● Premium chocolate growing
quicker vs. everyday chocolate.
● Embodies 18% of the U.S.
chocolate store market
● Battle between Lindt and
Godiva
● Trends

4. Godiva Social Media
Keys to success:
● Professionally created content
AND casual pictures
● Reposting consumer content
● Appeal to millennials through
products inspired by trends
● The content itself
○ Pure temptation
→ Results in high engagement rate

5. Godiva Google Search

6. Objective
1. Increase Godiva’s engagement from 0.73% to 1%
2. Get 5,000 google results when googling
#GodivaGreetings
3. Differentiate themselves from competition
a. Make Google returns 20% people-oriented
instead of product-oriented

7. Opportunity
● Gap in the marketplace
○ Chocolate content too product focused
● Godiva can change this norm
○ Encouraging consumer content
○ Providing more customer-oriented
content
○ Engaging consumers through social
media and contests using hashtag
#GodivaGreetings

8. Campaign Engagements
Goal: To double Godiva’s Valentine's Day Campaign
Company
Hashtag
Used
#LoveGodiva #CadburyLove #gofor2 #mybreak #ShareaCoke
Google
Returns 2,450 578 1,230 67,600 230,000

9. Our Target

10. Approach
● Encourage customer-created Godiva content
● Less product-based, corporate content
○ Add a personality to the brand
● Become the chocolate brand with the most
customer-centric image
● Increase gift-giving of Godiva this holiday
season

11. Tactics
● Launch social media competition using
#GodivaGreetings
● Encourage posts showing joy and happiness
associated with giving the gift of Godiva
● Godiva will Tweet, Instagram, and post on
Facebook our own #GodivaGreetings photo
once a day
● Post scrolling feed on website

12. Deliverables
● Our content
○ 7 posts per week per
channel
○ 105 pieces of content
created total
● Outside content
○ Goal is to get 100
competition entries per
week (roughly 2% of
weekly past engagers)

13. ● Total Godiva Social Audience:
○ 782,500
● 30% of audience typically views each post:
○ 234,750 people in total
● 1% engagement of our total social audience:
○ 7,825 engagements (3.33% of total reach)
Engagement Goals

14. Content

15. Costs
● Coupons for 5 32ct box of chocolates= $260
● Promote 2 tweets with 1,000 engagements each= $1,000
● Promote 5 facebook posts with 3,000 clicks each=$3,000
○ Total = $4,260
● Non-professional iPhone photoshoots
from marketing department= free
● Social media monitoring, and
continuous responsiveness from
marketing team = free

16. Conclusion
● Increased social interaction
● More personable brand
● Consumer-curated content
● Put Godiva as top-of-mind
for customers as the perfect
holiday gift

17. #GodivaGreetings

18. References
http://digiday.com/sponsored/gumgumbcsa-008-the-express-guide-to-in-image-ads-publishers-edition/
http://www.tintup.com/blog/7-examples-of-successful-hashtag-campaigns/
http://www.godiva.com/ballotinmaster/BALLOTINMASTER.html?cgid=All-Gift-Boxes&dwvar_BALLOTINMASTER_Pi
eceCount=70&dwvar_BALLOTINMASTER_color=classic&start=3
https://www.pinterest.com/sephill4/godivagreetings/
http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/
http://www.pennapowers.com/how-much-do-ads-on-twitter-cost/
https://www.google.com/search?q=godiva+founder&espv=2&biw=1400&bih=611&source=lnms&tbm=isch&sa=X&ved
=0ahUKEwiL84mB17PPAhXJMz4KHQ_TC7UQ_AUIBygC&dpr=1.13#tbm=isch&q=godiva+logo