Baby food brand Plum Baby faced the challenge of encouraging its audience to visit their Facebook page in order to grow their fan base. Coupons.com created an incentive-based coupon campaign that would ultimately increase the number of Facebook ‘likes’, whilst at the same time driving product trials. As a result, the brand saw a 66% redemption rate and completed the campaigns objective of increasing Facebook fans with a staggering 305% increase.
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Brand: Plum Baby | Sector: FMCG | Country: UK | Objective: Build brand enagagement, drive sales | Agency/ Partner: Coupons.com | Format: Facebook, Coupons, Social Media, Ecommerce
Plum Baby, a brand that offers a wide range of nutritious and adventurous meals for babies in different stages of the weaning process, enlisted Marketing agency Finn Communications to design and build a bespoke Facebook couponing application. The application was supported by an online PR campaign to drive traffic, including a series of weaning videos with TV chef Rachel Allen, targeted online media coverage and blogger relations.
Ranjit Gohler, senior brand manager at Plum Baby, explains, “Our key target audience is ABC1, well educated, career-minded, part-time working mothers in their 30’s. We’ve found them to be heavy users of internet resources and highly responsive to promotions; therefore we wanted to be able to offer a printable coupon through our Facebook page, not only to raise awareness but to increase the Facebook community.”
The challenge Plum Baby faced was encouraging its audience to visit their Facebook page in order to grow their fan base. Finn Communications therefore engaged Coupons.com to execute an incentive-based coupon campaign that would ultimately increase the number of Facebook ‘likes’, whilst at the same time driving product trials.
Gohler continues, “The main objective was to encourage trial of both the new Plum Baby stage one and stage two weaning product ranges by driving traffic to the application as well as increasing the existing Facebook community size.”
She adds, “Coupons.com helped us to make the brand as interesting and relevant as possible to our desired customer base - especially in the initial trial stages - through providing incentives that would not only appeal to our customers, but their social networks as well.”
From 18th July 2012, every user who ‘liked’ Plum Baby’s Facebook page was able to print one of two coupons (depending on the age of their child) for a free pouch worth £2.00 and subsequently share it with their friends.
By the end of the campaign period, 15th January 2013, 7,250 coupons had been printed through Facebook with 4,776 having been redeemed (66%). The online campaign resulted in 137 pieces of coverage across media, blogs and social media and the videos received over 15,000 YouTube views. Additionally, the Plum Baby Facebook page received an impressive 24,441 likes; a 305% increase.
Plum Baby’s key objective was to drive awareness and trial of its new Stage One and Stage Two weaning products through the emerging trend of social couponing. By partnering with Coupons.com, Plum Baby was able to successfully achieve this.
Gohler concludes, “The campaign has been really encouraging and has allowed both greater awareness of the brand, trial of the new weaning products and an impressive increase in our Facebook community.”
Oliver Felstead, Managing Director, Coupons.com Limited, adds, “As increasing numbers of consumers plan their shop ahead of going to the store, secure digital coupon-based promotions are becoming increasingly key in helping brands increase both their relevance to customers and attain return on investment from their promotional marketing budgets. Plum Baby has achieved their desired objectives through clear strategic planning and detailed execution; Coupons.com is proud to be involved in the success of this campaign.”
