TURNING FANS INTO CUSTOMERS


Question: Social media got people to like Gü, but could it get them to buy Gü?

Answer: As well as creating content that made our community feel special, we introduced the ‘Buy Button’, so people could buy our puds without leaving Facebook. This drove a 524% rate of change in incremental spend for fans.

WHAT HAPPENED

524% - Rate of change in incremental spend for fans
12:1 - ROI generated by our activity

THE SOLUTION

We needed to get our existing customers to buy one extra pud at full price. This might normally be achieved through building, populating and maintaining a database which would need significant upfront and ongoing investment. We believed the most effective and efficient route was to build Gü’s relationship with customers through Facebook.

We developed a three-tiered Social CRM programme, testing it against a panel of Fanatics, Fans and a Control group. We created new content every day – a mixture of news feeds, recipes and promotions – and responded to every comment, showing the same commitment to them as they were to the brand.

Then we created the ‘Buy Gü’ button, enabling an impulse purchase in the online space. All that was needed was a click and their chosen Gü pud would automatically go into their supermarket shopping basket.

THE RESPONSE

The Facebook community grew by 1,400%. Not only that, 35% are engaging with the brand every month, and 75% have bought a new product. Incremental spend over 24 weeks for Fans was a 524% rate of change. Overall, the activity has generated an ROI of 12:1.

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