Vert “Refreshes” the Freshens Social Media Strategy
Freshens contacted Vert wanting to learn more about social media and how it could help their yogurt and smoothie business, and what we gave them is a world-class strategy, kicking off the start of the new school year on Facebook.
The college market is an integral target for the Freshens brand given their presence on-campus at roughly 400 schools nationwide, making Facebook the perfect place to start. The test campaign Vert put together, which kicked off this past Monday, August 24th, leverages highly-targeted Facebook ads (customized per school) driving to a fully-branded and shareable new fan page redesign.
“Freshens understands the increasing importance of focusing our marketing efforts at the various and evolving forms of social media. We have challenged the Vert Team to create innovative strategies for building brand loyalty and sales while keeping Freshens on the leading edge of this medium,” says Ed Redmond, Freshens Senior Vice President. Freshens already had a fan page presence, so it was up to Vert to outfit it with custom branded elements to boost engagement and ultimately drive fan adoption. Two main elements were added: Smoothie & Yogurt of the Month sidebar callouts highlighting a specific menu items that drive to their respective Smoothie & Yogurt Menu Tabs that include the full listing of Freshens products.
The shareable menu allows fans and users of the Freshens fan page to post the menu to their profile. This ultimately shows up in the news-feed of all of their Facebook friends, alerting them of their love of smoothies & yogurt!
Ultimately Freshens wanted a Facebook presence that blew away the competition, and by the looks of it – we delivered. In addition, the test campaign is assessing the value of highly targeted Facebook ads with campus-specific messaging to some of the top schools in the Freshens network. “With this two-pronged strategy we hope to grow and activate the Freshens fanbase quickly by leveraging high targetebility, and opt-in marketing tactics”, says Vert Principal Kevin Planovsky. Be sure to check it out for yourself and become a fan at http://www.facebook.com/freshens!
-The Vert Team
