Summer Fresh, a leading Canadian food company specializing in flavourful, healthy and nutritious gourmet hummus, dips, salads, and snacks, needed to differentiate itself in an incredibly competitive space.
Moonstone recommended top-of-purchase-funnel brand awareness by making better use of social media. The program focused on growing consumer Facebook advocacy and engagement with the client’s social channels. This insight surfaced a set of characteristics that aligned the product with company culture, allowing Moongate to formalize findings in internal, employee guidelines for social channels, internalizing the external brand, resulting in consistency across paid and owned media.
THE SITUATION
As a well-established player in the deli department, Summer Fresh is a leading Canadian food company specializing in flavourful, healthy and nutritious gourmet hummus, dips, salads, and snacks. It is an incredibly competitive space, with battles waging for shelf space in retail locations and mind share among health conscious consumers.
Given the fact that retail location house brands would always win shelf space in the larger grocery chains, Summer Fresh decided to win the top of the purchase funnel, by increasing brand awareness by making better use of social media. Moongate was hired to lead Summer Fresh’s social media campaign and link it to performance in-store.
THE SOLUTION
Moongate was first tasked to increase consumer Facebook advocacy and engagement with the client’s social channels. The first campaign eschewed traditional marketing messages in an environment fueled by friendship. The result? A question: “If Summer Fresh was a friend, what kind of friend would she be?”
Moongate then worked with Summer Fresh to identify a set of characteristics that aligned the product offering with the actual working culture of the company and the most likely interests of purchasers.
Moongate formalized findings in an internal employee mini booklet that offered a clear set of guidelines for communicating through Facebook, Twitter, Instagram and other social channels. The campaign internalized the external brand, resulting in consistency across paid and owned media.
The overall message and internal directive? “In any conversation, the most important person is the other guy (or girl).”
With these rules in hand, Moongate then developed a series of blog posts and articles that delivered value and information to Summer Fresh’s (growing group of) friends—both across owned channels and social media deployments—without focusing on specific products or anything resembling a hard sell.
The goal was to create likability and ongoing interest, rather than to convert anything immediately.
The next step was to activate our growing community with compelling product offers that could be shared with friends and across social feeds. A secondary contest served up the opportunity to win a party for 20 friends.
The resulting insight – and 26,000 subscribers – was then parlayed into lookalike audiences and exponential growth resulted.
THE RESULT
Throughout the social media strategy and campaign, Moongate built a subscriber base of 100,000 people. Based on the Facebook campaigns, 57,401 people visited the Summer Fresh website. With a strong offer conversion of more than 4%, Moongate helped Summer Fresh stand out on top of the purchase funnel and further differentiate themselves from aggressive competition at the point of sale.