This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.
A premium segment biscuit brand, Sunfeast Dark Fantasy has created a niche for itself. It was launched in early 2011 and since then it has been the favorite of many, including me.
Sunfeast Dark Fantasy’s strategy revolves around temptation. With brilliant imagery and visuals, they have managed to strike decent chord with their mature audiences.
It has a fairly huge Facebook community that manages to keep its audience engaged. Though Twitter and YouTube are a disappointment.
Dark Fantasy’s Facebook Page boasts of a 1.1 million member strong with a very impressive engagement rate to show off. They have used visual content that is literally mouthwatering and the results are there for all to see.
But again, the problem with too many image updates is that you don’t get that many comments. An average update on the page gets more than 1000 ‘likes’ but only 25 comments.
And we all know that a ‘like’ is not as good as what a ‘comment’ is for any brand which needs to connect deeper with its audience.
Which is why I would love to see some more interactive updates (and better ones, the present updates are not that effective) from them.
They can also make do with some nice campaigns on contests to generate some buzz and activity.
As far as usage of custom tabs are concerned, I found several of them as not working. Though I must commend them on their smartness of allowing users to download their jingles as ringtones. Their TVCs have some really great jingles and seeing people gushing about it, they have done a great job by allowing them to download it.
Hugely disappointed with absence of any Twitter handle for Sunfeast Dark Fantasy. The only Sunfeast branded handle we have on Twitter is @sunfeastcares but I am not sure if it is the official handle or not.
It has no bio or any branding that can help me decide its veracity.
Another downer. If you rely on brilliant visuals and your there is temptation, I am surprised why you are not using videos. Just images won’t work.
Instead, what we have with us is the YouTube channel of the parent brand where all the TVCs are stored. So you will find TVCs of Dark Fantasy besides Dream Cream as well.
Hopefully, this 2013 we will see many brands using YouTube to its full potential.
Sunfeast Dark Fantasy’s Campaigns
Alas! They are not having any campaign either. No, there wasn’t any for the holiday season gone by too.
Comparison with Competitors
The competing brand which targets the same TG and has the same ‘temptation’ theme would be Parle’s Hide & Seek. But Parle is unable to match the quality content that Sunfeast has come up with and hence the low engagement rate.
But Twitter is where Hide & Seek has left Dark Fantasy far behind. Not only there is a separate handle for Parle Hide & Side, but with some decent branding (the cover photo is amiss though!) and interactive, they have managed to build a good following of 800+ on Twitter. And the community is in fact talking to the brand instead of being mute followers.
Comments on The Strategy
Their strategy of temptation has worked nicely and they have built a good audience of mature adults (instead of kids who’d prefer Oreo).
They have carried their offline personality to the social media world and have succeeded a good deal in it.
Feedback of The Strategy
The community seems to be loving their content. Not only are they liking it, they are sharing it with their friends too. An average update gets shared 500 times and I believe this is what has lead to its phenomenal growth on Facebook.
The community also seems to be happy and has no complaints whatsoever from the page.
Overall, I like the fact that Sunfeast Dark Fantasy is doing a great job at Facebook but I hope they start doing some kickass work on Twitter and Facebook too.
Analytics support courtesy: Simplify360