The Challenge
Darrell Lea, one of the great Australian confectionary brands, partnered with Adrenalin Media to devise and place in operation a Social Media strategy for the opening of their new Queen Street store in Brisbane. We were tasked with multiple objectives – firstly to increase Darrell Lea’s Social Media brand presence supporting broader above-the-line marketing activities and secondly, increase volume of foot traffic within the Queen St store in Brisbane during the opening week.
The Strategy
Our strategy involved the design and implementation of an integrated social media and email contact strategy for Darrell Lea. Dual Facebook executions were created and worked independently of each other to drive brand awareness, grow the Facebook fan base and improve consciousness of the Queen St, Brisbane store opening.
The first execution was the “Chocolate Guessing Game” in which visitors would enter a Facebook application driven by an incentive based mechanic. Upon participation in the game, users were encouraged to share the application in order to increase their chances of winning creating a viral effect and seeing Facebook fan numbers rise significantly.
The second execution, “Check-in for Chocolates” focused on increasing foot traffic at the Queen St, Brisbane store through an incentive based viral strategy implemented via Facebook Places. A participants’ arrival and Facebook check-in would be communicated via Facebook newsfeeds creating a viral effect and drawing in the desired foot traffic.
Both executions were accompanied with a supporting email newsletter that went out to Darrell Lea’s subscription database of approximately 21,000 people.
The Results
The campaign was a huge success. The launch of the Chocolate Guessing Game execution, Check-in for Chocolates execution and accompanying email newsletter resulted in a significant 38% increase of Facebook fans and was accompanied by highly positive brand sentiment. The Queen St, Brisbane store received more visitors than anticipated and ultimately, client feedback was extremely positive.
Overall, the Facebook executions have given Darrell Lea a larger fan-base to communicate with directly and has further consolidated the brands strong position as one of Australia’s leading confectionary manufacturers within the social media sphere.
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