Diving Deeper
Situation
While many experts claim that brands cannot be built with social media alone, we recognize that this statement depends on the category. SmartThink was able to partner with a brand in a category that primarily used packaging and in-store point of sale to generate lift and build its brands. SmartThink also recognized that the target market for this brand was dichotomous. While an aging demographic had been using the brand, a young, emerging demographic was starting to experiment with the brand on their own terms. The brand wanted to understand the perceptions and behaviors of this new consumer in order to create a deeper relationship with this target.
Action
SmartThink identified and recruited brand users and advocates via Instagram and Twitter in order to understand changing category dynamics and more importantly, emerging cultural cues. New consumer personas were created based on these insights. A new, more innovative marketing program that relied entirely on social media, small consumer-driven events, and in-store communications was developed and executed.
Result
The brand initially saw a 30% incresase in sales and continues to grow at a rate of over 20% annually creating supply issues while simultaneously creating pent up demand for a sought after product that is difficult to obtain.