Let's get social: when blueberries go viral
An idea does not have to be complicated to succeed. It is usually a matter of asking the right questions. Often the key lies where your passion is. So we set out to find out what Blueberry Fields really wanted to say. That message was clear: "Create awareness about health, and how our own blue gold plays a role in this." And what better way to translate that angle than to simply let you experience it?
So we organized a targeted contest, where every blueberry fan could win a great prize: a Vespa tour for two in a beautiful piece of nature in Limburg, combined with a delicious healthy lunch in the fields of Blueberry Fields. Delicious!
Strength of the network: hundreds of engaged fans
What exactly did that contest entail? We linked an automated chatbot on Facebook to a landing page, where we convinced each visitor of our goal, as well as a few fun tasks to collect as many points as possible. Let's go!
Through a targeted email campaign to existing customers and fans combined with an organic social media post, we set off a first growth spurt. "Tell us your favorite, healthy dish, and follow our further instructions via Messenger." Comments, likes, shares, reviews... All in. That first post was shared a whopping 426 times, received 640 fine comments and more than 1,100 likes! Our reminder emails and the power of the network kept the ball rolling.
To track each participation correctly, each participant had to register on the landing page. And not unimportantly, that was also the place where they could accurately follow up their score, as well as find out what else they could do to get that prize.
Minimum input, maximum growth spurts: +561% page reach
And whether we succeeded. With as many as 1,357 participants in just one month's time, we are more than happy. The landing page attracted 5,862 different people, converting 23% of those interested. 594 blueberry fans discovered the process through the chatbot. A nice group of engaged users! The positive effects didn't stop there on social media either:
- 561% increase in Facebook reach
- boost in Facebooklikes by 190%
- huge increase in Facebook engagementby 347%
- More than 400 additional followers on Instagram
- 50 newcheck-ins at Blueberry Fields in one week.
And to add extra strength to the campaign, we provided awareness in the interim. With an on-site photo shoot and an adapted social media plan. Pictures of the tastiest blueberry lunches in the field, atmospheric images of a store full of artisanal products, and the power of the beautiful nature of the domain. What's not to like?
All nice, for sure. But that becomes even nicer when you know that we were able to thoroughly reduce our media budget. Because of the intensity of social sharing, that amount remained balanced around just 1,000 euros. Minimum input with maximum output. That's what we strive for. That's how Blueberry Fields achieved a wonderful ROI! Not to mention the newly generated revenue, online and offline.
Future through blue glasses
That can only be the start of some great plans. We are working on new brand awareness campaigns, and combining our webshop marketing with thorough marketing actions that really work. Together, we are striving for a blue-colored future. Because admit it, that sounds really good, doesn't it?