When the pandemic hit, most of FairPrice’s social media content material had been geared in direction of the dissemination of service updates, new initiatives, service assurances and advisories on false info or scams. Although the constant updates concerning retailer operations and merchandise have saved widespread panic at bay and managed prospects’ expectations, the environment on FairPrice’s social channels had develop into much less participating.
To join with youthful stakeholders and develop model love, FairPrice labored with Socialyse to launch a viral advertising marketing campaign to create a social media environment that was extra enjoyable and relatable. The marketing campaign allowed FairPrice to attach with audiences in a optimistic and light-hearted method and impressed the judges, profitable the gold award for Excellence in Social Media Marketing at MARKETING INTERACTIVE’s Marketing Excellence Awards Singapore 2021.
With the pandemic slowly turning into the brand new regular, FairPrice realised that its social media content material had develop into uninteresting and unrelatable to its stakeholders. Previously, the content material had been geared in direction of pandemic-related bulletins and buyer reassurances, product and retailer promotions and highlights of CSR actions. While such content material was helpful in managing Singaporean’s expectations, FairPrice’s social media content material was not participating. FairPrice wanted a marketing campaign that will inject enjoyable into its channels and join with its audiences on a private degree. Strategy
FairPrice understood that its target market — tech-savvy Millennials who had been heavy customers of Instagram and Facebook — had been usually conscious of trending matters and fast to leap into on-line conversations.
To join with them on a private degree, FairPrice labored in direction of reaching three key aims:
1. Ride the wave on trending matters on-line to attach with its audience2. Drive engagement of viewers on social media3. Create a extra optimistic and enjoyable environment on their channels
FairPrice hoped to make use of trend-jacking efforts to attach with its viewers in a extra optimistic and light-hearted method as an extension of the next baseline technique:
From practical to personable
Moving away from publishing tactical, promotions-driven content material to adopting a tone that centered on relationship constructing. The goal was to additional foster the connection that FairPrice had with its prospects and create personable content material one would count on to be shared by a buddy moderately than a enterprise.
From brand-first to audience-first
Shifting its message focus from the same old model and product-driven messaging to matters that the viewers is aware of first-hand and would higher relate to.
From vainness metrics to significant metrics
Deprioritising exhausting measures of success akin to follower progress or gross sales conversion in favour of engagement and sentiments.The group carried out each day social listening to choose up on trending matters and conversations on-line, looking for matters that could be related to FairPrice. The group additionally monitored social channels, content material platforms and even boards to grasp general dialog volumes and sentiments amongst its target market teams. Using Socialyse’s media monitoring instruments, which monitor and predict the impression of tales on-line, the group would consider if it could be worthwhile to leap on the bandwagon of a selected matter, based mostly on the anticipated traction and engagement it’s anticipated to acquire. Lastly, the group leveraged the insights to create a content material piece in response to the chosen matter. Execution
FairPrice’s trend-jacking efforts on social had been anchored on three message sorts: Pop tradition and information, influencer drops and, and seasonal occasions. To make sure that the content material created wouldn’t solely be trending however would add worth to the model and viewers, the group made positive that the content material pushed out was moral, protected and fast sufficient to be a part of the net dialog.
Influencer drops: Mr Brown and The Muttons on Class 95
Through common media monitoring, the model observed Mr Brown had launched into an experiment to create the right espresso at residence and this was gaining fairly the traction amongst his followers. He had already examined between completely different espresso grounds and was now onto the following step to seek out the right milk to go with his espresso. FairPrice despatched the influencer a wide range of milk manufacturers to check out and this promptly ended up on a submit. Mr Brown’s posts garnered excessive engagement with over 300 individuals commenting on Facebook to share their very own enter and proposals for milk to make the very best espresso. FairPrice saved the engagement going and labored with Mr Brown to reply to any queries his followers might have concerning the provision of merchandise in-store.
When Muttons within the Morning radio present host Justin Ang encountered a chilli scarcity with his meals deliveries, FairPrice hijacked the chance to ship him all of the chilli he would ever want and showcase the vary of sauces it has in shops. Justin responded on the model’s Facebook web page, and the Muttons’ followers had been fast to leap in with their very own two cents on their very own ideas of the very best chilli sauces to attempt. The submit garnered over 1,000 natural engagements.
Pop tradition and information: Banana Bouquet and Apple iPhone 12 launch
The group was alerted to a bit of stories a few man declaring his love on Valentine’s Day with a banana bouquet. To expedite the visible creation, the group headed all the way down to the shop to create FairPrice’s personal model of a banana bouquet, and inside a day, printed an thought for individuals to check out. The submit was met with optimistic reactions and garnered over 50k natural impressions and a wholesome natural engagement fee of three.62%.
FairPrice additionally created a parody of Apple’s announcement on its web site of its new iPhone 12 sequence, which turned out to be probably the greatest performing posts on the FairPrice Facebook Page in 2020. It obtained over 36k natural impressions and 27k engagement, together with 19,926 clicks and 1,871 shares. The submit did effectively as a result of pertinence of the information, particularly among the many native viewers. The new iPhone 12 was all that everybody was speaking about because it was introduced and FairPrice shared its spinoff submit throughout the day to make sure it gained traction.
Seasonal occasions: A quiet Chinese New Year 2021
In gentle of the restrictions on Yusheng tossing at Chinese New Year, the group created an ASMR video that gave a sneak peek into the quieter Lo Hei gatherings skilled this 12 months. The video rode on the information round there being no shouting throughout Lo Hei whereas spinning off on the enduring social media pattern that’s ASMR content material. The submit obtained over 25k video views, 811 engagements and an engagement fee of three%.
The marketing campaign was a hit, garnering a complete marketing campaign attain of 923.4k and an uptick in follower acquisition from the trendjacking posts. The marketing campaign additionally achieved a complete marketing campaign engagement of 70.6k and earned an estimated PR worth of SG$156.9k.