And created true multi-channel reach:
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How did we do it?
Having gently nurtured an existing Facebook group for the previous two years, we took the plunge and delivered a full range of activity across all major social media channels - Facebook, Twitter, YouTube, Flickr, the Ribena website and our existing consumer database.
We developed a social engagement model for 12 months of activity and then focussed on creating a major 3 month campaign - Tales from Ribena Farm - bringing alive the fact that Ribena Squash really is made from blackcurrants grown on British farms.
Using consumer insights based on Google search volumes, we identified a number of areas of consumer interest that the brand could tap into. This insight drives our entire social strategy and is at the heart of the Tales from Ribena Farm creative and content.
As well as our existing social media channels, we formed an exclusive partnership with Mumsnet to recruit 12 families who all won a fantastic day out on one of three British Ribena blackcurrant farms.
We designed the event around four 'tales', in which our families took part in activities learning how blackcurrants are grown and harvested, spotting birds and bugs with The Wildlife Trusts (an official Ribena partner), finding buried treasure in the blackcurrant fields and making smoothies.
We filmed the whole day and released four short films, called Tales from Ribena Farm, across all our social media platforms and within a dedicated hub on Mumsnet.
We made our winning families the stars of our content, and they have continued to act as strong advocates in social media. The films captured the essence of the brand in a unique way, putting Mums at the heart of the content, and are continuing to create talkability across our online channels.
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Get in touch to find out how we can transform your brand through smart social marketing.