Here's something you might not expect from a mayonnaise brand: we get A LOT of consumer love over social. A LOT.
We usually respond to fan love the traditional way: a personally written thanks from a team member, sprinkled in with a few emoji's for good measure. But in 2015, we wanted to do something a little…bigger.
So on March 31, 2015, Hellmann's launched a real-time social equity campaign that sought to bring to life unsolicited fan comments in hyperbolic, creative ways. The goal: BENCHMARK-BEATING ENGAGEMENT, sustained at over 10%.
And here's how we did it.
First, we boosted the hashtag #BringOutTheBest so it trended nationwide. Then, we worked with a cadre of incredible artists to respond creatively to unsolicited fan tweets in real-time.
The key word here is "unsolicited." We never asked for people to tweet about what they thought of Hellmann's beforehand…so all of our responses were a totally delightful surprise.
On this day of days, March 31st, we delivered 24 reactive tweets using wholly designed original art, drawn in real-time. We looked to respond to the wild consumer tweets. The love-stricken tweets. The taste-driven tweets. Each illustration was not only totally custom, it was also boosted with Twitter paid, using razor sharp targeting alongside our 24 hour trend.
At the time, Twitter albums (specifically 4 image Twitter albums) were huge engagement drivers. We worked to tell mini "stories" using 4 image albums to help drive up engagement and shares.
The results were delicious. In fact, we made a bit of a Twitter stir by becoming the MOST ENGAGED TREND IN UNILEVER HISTORY – surpassing even our own benchmarks, at 14%, for sustained engagement – with a CPE of a shockingly low $0.08.
Best of all – the love was felt by all Hellmann's fans, new and old…who began showering Hellmann's with more love than ever before!
