Wheat Thins were introduced to consumers as a wheat cracker in 1947. As recent as 2009 however, executives took note of declining sales and shares and a declining brand perception amongst consumers. Wheat Thins took their weakening market position and used it as an opportunity to build and reform their brand through one of the best social media advertising campaigns known to date. An advertising research foundation and a marketing agency named, The Escape Pod, were called hired to assist in the marketing re-haul.
Studies found that Wheat Thins were one of the least topped crackers on the market. It was decided then that they would begin their transition into the much broader category of snacks. Marketing experts worked to attract the younger men and women consumers instead of the older, health-conscious woman. After researching the younger target markets perception of Wheat Thins, they found that they were seen as boring and uninteresting. An online survey was conducted to identify consumers’ attitudes, values, lifestyles, media habits, and their own Wheat Thins perception. Researchers found that, although small, Wheat Thins had a very loyal group of followers that often tweeted or posted status updates promoting the brand. Marketers decided to latch onto this group, known to researchers as the “Wheat Thins Tribe” and instigate more tweets and postings from them. Jeff Greenhouse, author of the IStrategy Blog writes, “When you source ideas from fans (and then give them public credit for it), you give them a chance to feel even closer to the brand.” He also states, “getting fans talking about your brand is a massive benefit, because it socially validates your brand in front of THEIR friends and followers.” This is extremely important in reaching a consumer base that is growing more and more suspicious of the self-claims made by brand marketers.
Researchers and marketing specialist decided that they needed to switch from their traditional marketing campaign to one that was focused around social media. The goal was to become a fun, sensory appealing snack and the new marketing theme was “Listening-Surprising-Amplifying.” They wanted to develop one-on-one relationships with those in the “tribe,” using them to draw in more consumers.
In 2010 alone, over one thousand “care packages” were sent out to Twitter users who mentioned Wheat Thins in their posts. The packages contained a free box of Wheat Thins and a hand-written note from the company. Also in 2010, over five million free boxes of Wheat Thins were given away at various NCAA games and at the Bonnaroo Music Festival in Tennessee. Facebook became the main place for Wheat Thins to access the community and Twitter the platform for interacting on a one-on-one basis with consumers. Marketers developed their Twitter handle ”CrunchIsCalling” and began using this as the main source for material for their television commercials.
The first commercial aired in June 2010. It shows the Wheat Thins “A-Team” driving a yellow van to a location where they will surprise an un-expecting consumer who had mentioned @CrunchIsCalling in one of their tweets. Television cameras and crew bombard the Wheat Thins fan, along with one actor who reads the tweet, surprises them with an entire pallet of free Wheat Thins, and then thanks them for their mention before whisking away back into the van. The commercials have caused a media frenzy! The Facebook page has skyrocketed from only 2,000 likes in 2009 to over 400,000 today and the Twitter page from 0 followers to over 21,000!
The declining sales trend and the perception of Wheat Thins has greatly subsided. Since the new advertising campaign, Wheat Thins has experienced exponential market and revenue growth and in 2010 alone raked in more than $346.6 million!
Wheat Thins social media advertising campaign has been so successful because they remembered that a fan is more than just a customer. They have listened to their fans and gotten them involved. They are used as resources for feedback and brand promoters, and then personally thanked for their loyalty. The researchers, ad agency, and Wheat Thins Corporation hit gold when re-vamping their advertisements and will not likely forget the wonderful power of social media in the future.
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