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The Koalaty Taste Team Facebook marketing campaign by Goody Good Stuff

Tim Gibbon (Social Media Portal (SMP)) - 24 March 2014

Goody Good Stuff's Koalaty Taste Team Facebook marketing campaign


Why Goody Good Stuff chose Facebook and Shoutlet to boost its fan recruits with a social media marketing campaign



The Goody Good Stuff logo 150by150Campaign name: The Koalaty Taste Team
Brand: Goody Good Stuff
Audience: Established fans, new fans and audiences including vegetarians, vegans, Jewish and Muslim communities
Regions: United Kingdom (UK)
Duration: 23/12/2014 to 03/02/2014
Channels: Facebook

Social Media Portal (SMP): Tell us about the brand

Goody Good Stuff (GGS): Goody Good Stuff is an all-natural gummy sweet brand that is suitable for vegetarians.

SMP: What regions was the campaign for?


GGS: The campaign was targeted to consumers across the UK.

SMP: The official campaign name and why was it chosen?

GGS
: ‘The Koalaty Taste Team’ was chosen because of its affiliation with our brand mascot – Kobi the Koala. We felt the name reflected the campaign’s fun factor.

SMP: What was the start and end of the campaign?

GGS: 23/12/12 to 03/02/14

SMP: The target audiences of the campaign, who are you trying to reach and why?

The Goody Good Stuff Facebook recruitment image

GGS
: We wanted to reach a variety of audiences who were already fans of Goody Good Stuff. One of the main aims of the campaign was to establish why the consumers were fans. Goody Good Stuff markets itself to a number of niche audiences (vegetarians, vegans, Muslim and Jewish communities), and using the campaign we wanted to establish a ratio between these audiences.

SMP: Is this the first Goody Good Stuff campaign for the UK?

GGS: This is our first digital campaign done entirely in house. We wanted to see how ‘far’ we could get using our own resources and a small budget. Needless to say this worked incredibly well.

SMP: Briefly, tell us about your campaign  

GGS: The Koalaty Taste Team is a competition set up and run through Facebook that allows fans a chance to become a member of an official Goody Good Stuff taste testing team. As a member of The Koalaty Taste Team, members were the first to hear (and taste) new product launches and will get to have their say before the product is available on the market.

SMP: What were the goals of the campaign and why is it different?

GGS: Instead of concentrating on reach and fan growth, the company wanted to pay attention to the fans who already care about the brand. We wanted to find out more about them (‘why do you like our range?’) and offer them a chance to become a team member themselves.

SMP: What were the channels, platforms and methods you used?

GGS: Facebook was the official platform of choice for The Koalaty Taste Team, although fans were given the option to apply without Facebook authentication. Facebook was chosen because of its potential for business-to-fan conversation and targeting options.

SMP: Why was Shoutlet used and what did it deliver?

GGS: Shoutlet allowed us to build the application in-house without having the need for a third party agency. Shoutlet has also been effective in delivering data collection and reporting.

SMP: What Adobe software was used to build the campaign and why was it chosen?

GGS: Adobe Photoshop was chosen to build the application’s aesthetic. Much of the company’s artwork is created using the software and, consequently, has become a familiar tool with our team.

The Goody Good Stuff Facebook post imageSMP: What did you hope to achieve?

GGS: We initially anticipated to receive around 2000 entries, resulting in the ‘recruitment’ of around 10% of those fans (200). By the end of the campaign our anticipations were succeeded by a further 1900 entries resulting in a total of 4900 applications. The reach of the campaign (friends of Goody Good Stuff and friends of friends) totalled 140,000.

SMP: What were the challenges in creating the campaign and how did you overcome them?

GGS: Forty-two percent of the Goody Good Stuff’s Facebook fan base is located outside of the UK and the campaign was intended for UK entrants only. Using Facebook’s targeting options as well as carefully selected posting schedules we were able to market to the UK predominately.

SMP: What did you doing to measure the campaign and what measurement tools do you have in place to do this?

GGS: The campaign was measured using both native Facebook insights and Shoutlet’s bespoke reports.

SMP: What was the budget used for the campaign?

GGS: £300 for Facebook advertising.

SMP: How did you make the campaign social and shareable?

GGS: Facebook posts accompanied the campaign and encouraged interaction.

SMP: What were the hashtags or social media profiles for the campaign and how/why did you chose these?

GGS: The hashtag #koalatytasteteam has been used mainly to collate feedback from the chosen winners across a variety of platforms (Facebook, Twitter @goodygoodstuff and Instagram).

SMP: Are there any other campaigns planned of this back of this one?

GGS
: Following the success of the campaign, we are planning to re-launch The Koalaty Taste Team application in June and subsequently hope to recruit a further 200 taste testers.


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