At Heinz, they divided the target group into three categories: the slappers (hitting the bottom of the bottle), the bangers (moving the entire bottle) and the tappers (tapping the 57 variety text with two fingers). The introduction of the new cap focused on the fact that you could dose the ketchup much better in this way. Heinz asked everyone to take a picture of the ketchup art on their plate, to support this message.
Facebook Fan Dinner
The Facebook fan dinner actually came about quite spontaneously. Heinz located the ten biggest fans in their social list to data media management system. They invited these fans to come and eat with Ron Blauw. Ron wanted to make a dinner with the ketchup, made from the first harvest of tomatoes. The dinner provided an intimate conversation. Heinz could tell something about their brand and the participants about their experiences with the brand, online and offline. Due to the open and sincere nature of the action, this ultimately became a beautiful campaign.
The five learnings from FrieslandCampina, Unilever and Heinz
In my opinion, we can learn five things from the presentations of FrieslandCampina, Unilever and Heinz:
Be relevant : be authentic and provide a relevant message in the various relevant channels. If you have less relevant content to offer outside campaign periods, then also seek fewer contact moments with the consumer during these periods. And be transparent. For example, if you have organised a campaign, make sure that you also communicate everything in that channel. Show who has won and what the entries were. People attach great value to transparency.
Integrate the channels: make sure that the different channels complement and feed each other. You have to reach people first before you can locate the target group. Once you have reached the critical mass, you can really start building brand fans. For example, use offline to grow
Ensure conversation management : online is about interaction and not just about sending. Ensure variation in sending, responding to current events and entering into interaction. Ensure that you set up webcare with the right people. People who know the brand values of your brand and act accordingly. Conversation management is a profession in itself, train your people for this. A quick response to a negative post is more effective than a late but perhaps more correct response.
Learn by doing : start with a small-scale campaign and learn what the different channels can do for you. It is okay to make mistakes, but make sure you learn from them. A simple idea with a short text works best to activate your fans. People prefer to talk about small talk. Small snack content often works well, but with contributions to the brand perception.
Choose ambassadors : use ambassadors and motivated members. They will share content sooner and spread the message themselves faster. The power is to turn someone who files a complaint into an ambassador. Pull the conversation out of the channel. Listen to the complaint, respond and offer a 'little act of kindness'. If you can turn the sentiment around in the right way, you suddenly have an ambassador.
Invest time to implement and learn. Make the objectives measurable and make sure you can use the data you generate to measure. But above all: keep it stupid simple!