Friday, June 22, 2012
Recently I was taking a stroll at lunch through busy Martin Place in the Sydney CBD. What caught my attention was a clever social media campaign that Tim Tam put together to attract passerbys and let them know "we actually listen!". For those of you not familiar, Tim Tam is a delicious wafer cookie that's very popular in Australia.
Back in January, Matilde-Rose posted what she probably thought was a meaningless Facebook post. One of those "I'm really craving a candy bar right now", but little did she know it turned into a live interactive campaign in the middle of Martin Place. Her post read "I wish Tim Tams grew on Trees".
Consumer products like Tim Tams need to show their customers - and those on their social media sites - that they are indeed listening. And not just listening - innovating and meeting the consumers' ever-changing needs.
Tim Tam saw the challenge and put in place a live campaign - something not seen too often. They brought in real trees, had employees handing out Tim Tams from baskets right in Martin Place, and also had Tim Tams free for the taking on their trees which led back to Marilde-Rose's original tweet request.
So was it successful? How do you measure a campaign like this? Measuring simply branding effect is something that makes marketers shudder. Marketers doing a campaign like this need to measure on the following as a primary:
1) Was there an email opt-in or call to action to continue communication with the consumer - long after they'd eaten the Tim Tam? Like update them on future products and varieties of the newest wafers?
2) This was a social media campaign. So what was the social media call to action? For instance, where is the #TimTamTree hashtag to inspire feedback and conversation? Or the Instagram prompt? Or the content to post the best picture of the day on their Facebook page?
At the end of the day, live campaigns promoting social and showing customers you listen and care is important. But for marketers in today's interactive age, measurement, influence, and of course building relationships is of most importance.