Recommended
Recommended
More Related Content
Featured
Featured (20)
Godiva Social Media Campaign
- 1. Godiva Greetings Bianca Alberga, Suzanne Phillips, Aiah Varh, Kristin Freeman, Alex Simpson, Malak Laraki, Ben Hastert
- 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
- 9. Our Target
- 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
- 14. Content
- 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
- 17. #GodivaGreetings