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.
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
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
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
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