Our approach to digital is content and user-led. Because if you can first understand your consumers’ online behaviour, and then unlock how they use and share, you can encourage your fans to do the heavy lifting for you, thus reducing your reliance on digital marketing spend. And who wouldn’t want to be more efficient when it comes to budgets?
We’re applying this thinking to yoomoo, a new brand of frozen yogurt which has recently hit the supermarket freezers. The brand has two distinct audiences; the main shopper – mums 37+ who are interested in consuming content, participating ocassionally in social media and to a much lesser degree, creating their own content. Then there’s the end consumer; 15-25 year-old women, and true digital natives who love to create and share visual content with their friends.
We took the brand’s central creative theme – how do you moo?, a simple call to action encouraging consumers to show how and where they consume the product, and encouraged the younger fan base to unleash their creative flair. This wave of content would widen awareness about the new product range, carried with the powerful endorsement of its new users.
To superdrive the viral nature, the website has been developed with Facebook Open Graph. It allows users to express how they interact with the brand and product range, through different actions, making the web experience much more shareable. So, if you’re an Angelmoo fan, then we make it easy to tell your world through Facebook.
In addition, visual-based social media channels, including Instagram and Pinterest, have been integrated into the site to fuel further content creation and sharing, all of which will drive further viral brand awareness and web traffic. And finally, a suite of fun digital apps and games have been developed which are rolling out over the course of the year, to keep the site live, and content fresh.
It’s early days yet, but since going live just two weeks ago, traffic has increased 150%, and engagement has doubled.
So, just one question remains, how do yoo moo?
Posted by James on April 5th, 2012