Dulcinea Kids Corner
Dulcinea Farms™ markets several products, but its PureHeart® Mini-Seedless Watermelon is by far the most popular. These mini watermelons are available year-round and are perfect for kids – they are small enough for them to pick up, you can do all sorts of fun crafts with the smaller rind and they are a healthy snack.
In 2013, Dulcinea had no social media presence. They relied on a small amount of media buys and in-store point of purchase marketing to advertise the brand. In other words, grocers knew their brand, but the average consumer did not.
They decided to take an advertising budget that would be considered small in the traditional print and TV world, and put it towards a four week summer social media campaign. They did; however, have several concerns about creating a social media presence:
- the lack of staff who knew how to use social media
- the potential for negative feedback placed on the page
- would there be enough content content to keep the page interesting
- who would create the content
- how would they know it was working
- what would the ROI on doing all this work be
After discussing the pros and cons and providing some support graphics for the Dulcinea marketing department to share with their sales team, we had the green light to start creating a summer social media campaign from scratch!
Creating Dulcinea Kids Corner
Although there were many moving parts to this campaign, I'll try to keep it short by detailing a few of the main steps:
Step 1: Focus Group
We setup a focus group for kids age 4-10 (and one of their parents). Instead of calling it a focus group, we called it a "Melon Festival", where we played games, did art projects, made sorbet and watermelon monsters and we took photos throughout the entire event to use on the new Facebook page. We did have a short question/answer session at the end of each event where we gained insight into what kids and parents liked best.
Step 2: The Cast
We created a cast of healthy fruit and vegetable cartoon characters to help tell our story. The cast included Mini the Watermelon as the main character, with a support cast of his watermelon, strawberry, orange, apple and honeydew classmates; and Mrs. Carrot and Mini's dog Spot. These characters where used repeatedly throughout the campaign and Mini was even turned into a toy!
Step 3: Lots and Lots of Content
We needed to populate the the Facebook page with content before it launched to make sure visitors saw a value to liking the page. The page launched with a store finder, nutritional facts, activities and craft ideas, recipes, coupons and more.
Step 4: Schedule
We create a detailed calendar outlining when and what we would be posting on the page. All art and copy was approved by Dulcinea before being posted. On average we posted something every other day.
Step 5: Advertising
We created and place ads promoting the new page and the coupon available to individuals who "liked" the page. Dulcinea focused their advertising dollars on Google banner ads, Google word search and Facebook ads. When clicked, all ads took the viewer to the Facebook timeline page or directly to the coupon tab depending on the ad.
Step 6: Monitor
Fulfill content and monitor the analytics so that we could make adjustments to the visuals, copy and target audience as we went.
On the first day of the campaign Dulcinea received 155 likes and by the end of the four week campaign they had received 8,906 likes (1,098 of which unliked the page after downloading the coupon). In contrast, we created a corporate page for Dulcinea which was not promoted at all. At the end of the same four week period, that page had only 100 likes.
Our followers engaged with the content by liking and sharing many of the posts. We had very few negative comments during and after the campaign. The combination of useful and fun content, strategic ad placement and a great story made this campaign a success.
Note: I am sad to say that Dulcinea did not continue updating its Kids Corner Facebook page and if you visit it today the content is over a year old.