Learn Social Media by Example: Food & Beverage Industry Lessons

Social Media Campaign Stat Box

: 5 campaigns (Marmite, Heinz, Pepsi, Nestlé and Skittles)

: Products and services

When one has finished building one’s house, one suddenly realizes that in the process one has learned something that one really needed to know in the worst way – before one began.” Nietzsche

Learning after doing is usually costly, in terms of time, efforts and resources. This gravely applies to social media constructed campaigns.

Moreover, one of the major keys of successful learning experiences is finding commonalities between related analyzed topics in order to determine common grounds thus have a more solid ground of knowledge. This helps enable you to apply theoretical teachings to your upcoming social media campaigns.

Therefore, when looking at the below titles of food and beverage related campaigns, what can we learn? And what applies to all of them?

Marmite: Love it or hate it — Learn Social Media by Example
Learn Social Media by Example: “It Has to be Heinz — Dip & Squeeze” Campaign
Learn Social Media by Example: Pepsi Refresh Project
Nestlé Crunch: Changing the Recipe with YouTube, Facebook, and Olympic Stars
Learn Social Media by Example: Skittles Steals the Social Media Rainbow

Marmite Fanatic!

Marmite Fanatic!

Food & Beverage Industry Lessons:

Money-Wise:

  • Paying a little extra on a very well designed campaign can actually pay off.
  • Sometimes a large financial budget is necessary to produce desired results, especially in terms of sales.
  • Social media is competing with TV advertising bucks on a level playing field.

Idea-Wise:

  • The best ideas are the easiest told.
  • Bold, unusual and unique ideas are the ones that catch on!

Audience-Wise:

  • Mixing a very niche preference with a secret society kind-of-treatment gets people to become very competitive. They start wanting to be a part of your campaign.
  • When other people start talking about your product, other people start to crave it too.
  • Hit your audience in their comfort zone because they truly are powerful. People are comfortable with many social media sites thus they are prone to participating and actively discussing things when they’re already on them.

Loyalty-Wise:

Do allow the consumers who love you to be a part of the decision making process, before the actually product is launched. That’s how you gain loyal customers.

Interaction-Wise:

Do encourage conversation, even if its categorized into only two categories: “Hate or love”.

Industry-Wise:

  • Even large companies that have been around for many years need to invest their resources to keep up with market, at least every now and then.
  • Capitalizing on capacity building in terms of social media learning and training could be highly beneficial to your brand and its overall image.

Media-Wise:

  • TV ads and radio shows could play a very important role in adding value to your social media campaign.
  • Traditional media alone will not always guarantee a success for your campaign. Social media, too, does not always harvest the results you need.

Appeal-Wise:

  • Using emotional appeals with food products could be highly effective and beneficial due to the ability of relating food with good times and unforgettable memories.
  • Nostalgia brings your potential audience closer to your brand as well. Remember how Nestle allowed us to feel like kids again?
Coke vs. Pepsi Ad

Coke vs. Pepsi Ad

Feedback-Wise:

  • Even when you get negative feedback, pushing the envelope usually works. At the end of the day: you do want everyone to talk about your brand.
  • Engage with those who reach out to you for questions and suggestions because 2-way communication between your brand and your customer is very important.

So, have you read the campaigns we try to sum up here? Do you have any more advice to give for the food and beverage brands trying to start a new social media campaign? Which of the aforementioned campaigns is your favorite?

Looking forward to reading your comments and feedback down below.

Comments and Reactions

  • http://redcubemarketing-blog.com/2010/05/19/case-study-crunch-food-drink-part-1/ Case Study Crunch: Food & Drink, Part 1 « The Cube

    [...] . How a BBQ Business Becomes Viral – Learn Social Media by Example Thoughtpick // 22/03/10 . Food & Beverage Industry Lessons – Learn Social Media by Example Thoughtpick // 19/03/10 . How Whole Foods engages millions through Twitter Business Blogging [...]

  • Kathy garolsky

    Hello

    Good Day, Your site has been a great inspiration and the knowledge gained has gotten me past the obstacle blocking my way.

    -Kathy
    http://www.healthandwellnessconsultants.com

blog comments powered by Disqus

Latest pingbacks

Like us on Facebook

We love Tweepi

Tweepi Logo

Follow the best and unfollow the bots, with the only Twitter management tool with stats!

Big Advert

Share a post

Got an amazing campaign, web app or a social media related topic that you'd like to share with our readers?

Explore Thoughtpick

Our Archived Posts

Try Our #FF Helper App

FollowFriday Helper makes playing Twitter's #ff a piece of cake!

A brand new way to recommend tweeps based on how you tweet...

We're on Twitter

Oops, something went wrong and we could not display the latest tweets! :(

Thoughtpick by email

For more Learn Social Media by Example reviews, don't forget to subscribe to our posts by email:

©2010 thoughtpick, copyrights reserved.