2 August 2018
When it comes to your brand’s social media campaigns, how sure are you that they align with what your audience wants from you?
Depending on your answer to the above, the results of a recent Sprout Social survey may or may not surprise you.
It found a significant disconnect between the kind of content put out by brands, and that which consumers say they are interested in.
(image: Silverthorn Agency)
Perhaps it’s obvious that most people want a bargain or discount, which marketers are naturally reluctant to over-provide. But the rest make for an interesting digest.
Let me digress for a second. Last week, it was announced that our client Kiddylicious had been acquired by Lotus Bakeries, owners of brands such as BEAR, Nakd and TREK along with some of Europe’s best-known baked snacks. The deal is worth £42m.
The attraction is clear to see. Kiddylicious is the fastest growing brand in the UK toddler/baby food market, and is expanding rapidly into international markets. Its products are proving hugely popular amongst busy, time-poor parents who want to give their youngsters healthy and nutritious snacks.
(image: City AM)
Social engagement has played an important role in Kiddylicious’ growth, building vital awareness of their products amongst parents of babies and young children. As the brand’s digital agency, it’s our job to make sure that Kiddylicious’ online campaigns resonate strongly with this audience – compelling people to consume, interact with and share them.
Of course, we always base our ideas on solid insights. It’s a crucial part of our Creative Persuasion™ process. But I must admit, Sprout Social’s findings weren’t one of them when we were devising any of our Kiddylicious campaigns.
However, it seems we’ve intuitively swung towards the ‘consumers’ column.
IN WHAT WAY, EXACTLY?
Take Wafer Wipeout, for example. My favourite Kiddylicious campaign of ours to date, and one of the most effective.
The premise: play a Candy Crush-style game hosted on Kiddylicious’ Facebook page, where the jewels have been replaced by the ingredients in Kiddylicious’ Wafers along with packs of the actual products. Get to 1000 points, and instantly find out if you’ve won either a money-off coupon or one of the grand prizes.
Not only did it smash all its KPIs, but it ticks the top four boxes of Sprout’s chart in quite compelling fashion:
Let’s break that down:
✅ Discounts or Sales
The campaign offered the chance to win discounted or free products.
✅ Posts That Showcase New Products or Services
The Wafer products were the key focus of the campaign, even featuring in the actual gameplay.
✅ Posts That Teach Something
As they played, users were taught all the natural ingredients that make up the various Wafer products.
✅ Posts That Entertain
Gaming is the fastest-growing entertainment medium in the world right now. I don’t really need to explain this one!
Ok, admittedly we’re not talking about ‘posts’, we’re talking about a more immersive interactive experience. But it’s social media content. The logic is essentially the same.
ANY OTHER EXAMPLES?
Absolutely. This social video campaign may not have ticked the top box, but it definitely scored highly on the two below it.
This was due to its two separate content pillars: one designed to showcase Kiddylicious’ new Little Bistro products, the other to teach the audience about child nutrition.
And powerful video content serves to entertain, right?! That’s number 4 taken care of too.
Our latest campaign is also worth a mention. The Kiddylicious Kidmoji Lottery (Summer Edition) is a fun competition that invites users to select three of our bespoke emojis every day.
If they match that day’s lottery picks, they are entered into a prize draw to win a stash of Kiddylicious goodies.
It may not be educational or product-focused, but it’s most definitely entertaining. And the chance to win Kiddylicious products certainly appeals to those interested in discounts and sales.
TO SUM UP…
Ultimately, what resonates with one brand’s audience may be quite different to that of another. However, what Sprout’s survey shows is that generally, consumers are much more likely to find your content valuable if it offers a combination of the high-scoring elements.
Of course, people want discounts and sales. It’s not surprising that marketers aren’t as focused on this, and rightly so. Value isn’t always about price, and we’re not in the business of racing to the bottom.
But the other high-scoring aspects should certainly be taken seriously. And, as we’ve shown with our Kiddylicious Wafer campaign, if there is scope to drive sales through discounting, then it can be done in a creative way that incorporates other forms of valuable content too.