Ben & Jerry's is well known for its passionate
customer base, and now social media is enabling the company to personally
engage with their active fan base.
Instagram has become a popular vehicle for the firm to connect with its
customers in a new, innovative way. The
company currently has over 120,000 Instagram followers who now "like"
their photos almost 5000 times per day. This active customer engagement has led
Ben & Jerry's to launch a new global program known as “Capture Euphoria”. The
idea of “euphoria” stems from the launch of Ben and Jerry’s 35 years ago, when
the founders described their customer experience as “euphoric”. The “Capture
Euphoria” program asks fans to tag their photos with “#captureeuphoria”. The photos with this hashtag will be then
selected for use in ads in local neighborhoods.
This contest is a way for Ben & Jerry to express their gratitude towards
their passionate fans by sharing their online photos in their “off-line
communities”.
I have heard of many Instagram hashtag promotions
and contests; however, “Capture Euphoria” is truly taking it to a new level by turning
this online social media platform engagement into a public display of fan
celebration. I believe this creative contest
will translate into further customer loyalty and support.
Excellent article! We will be linking to this great article on our site. Keep up the great writing.
ReplyDelete