Re-launches are an intrinsic part of revitalizing fledgling brands. A successful re-launch strategy these days includes social media endeavors as a necessary platform. However re-launching a brand on social media calls for well thought out strategies and good effort, simply highlighting a new package or a new brand ambassador might not make people sit up and take notice. Here are some insights on what to do…
A Collective Twist
To leverage the power of numbers, try auctions on social media. Many people bidding for that one prized possession, sounds interesting? The case in point is the Cadbury Silk re-launch on social media.
#BidforSilk – Facebook and Twitter auction in which blocks of 14 kgs of Silk sealed in glass were placed for auction at the Oberoi Mall in Goregaon East, Mumbai.
Bidding for these giant cubes was via a tweet or Facebook post at the hashtag #BidforSilk claiming what they would sacrifice or how far would they go to catch a taste of the new Silk. The most whacky and witty response would get to take the cubes home. The auction was well timed over the weekend and drew greater response.
A Facebook app was designed for the auction. One had to ‘like’ the page to access the app and bid to win Cadbury Silk gift hampers. Fans could post their entries as comments in the app along with the hashtag #BidForSilk.
Nothing works better than anticipation and excitement, that’s why teasers are a great way of eliciting interest. When the brand announced doing away with Silk in January loyal Silkaholics on its Facebook page expressed shock and outrage. Next up, the all-new softer, smoother and silkier Cadbury Dairy Milk Silk was unveiled through a TVC. This teaser campaign began with a cover page announcing the upcoming demise of Silk.
Fans were invited to share any cherished memories with Silk and bid farewell to their favourite chocolate along with the hashtag #byebyesilk. The page admin went on to share fan messages on the Facebook wall – expressing alarm, anger, requests to come back in text and video formats.
This was the run up to the 14th of February, when the new avatar of Silk was unveiled on the cover photo, followed by the new TVC. With ‘indulgence’ as its central theme, the film put the spotlight on the joy of consuming a bar of Cadbury Silk through three youngsters totally in to the silky softness of the new smoother Silk.
Since then all talk on the Facebook page has been talking about the new Silk with fan responses on the smoother, improved version.
Keeping Social Media Channels in Sync
Launch or re-launch, all social media channels must be in sync to create maximum effect and enhance reach and influence. Starting with the imminent demise of Silk, all the social media channels managed to successfully generate the right amount of curiosity in the brand.
While fans were mourning and sending their farewell wishes, the page brought alive the new Silk, an unexpected development for the heartbroken fans! This was aptly supplemented by a physical auction at the mall and the TVCs.
Crafting a successful re-launch on social media is also about “what not to do”.
Go Beyond Pictures
Dabur India’s Vatika hair care brand had re-launched in a premium range and the brand roped in actor Priyanka Chopra as its new brand ambassador. Surprisingly the Facebook page only featured an updated cover page with Priyanka. Lack of Creative Updates
Keeping your target audience engaged and interested calls for creative updates. Using teasers, quizzes and the definitely help the brand generate some excitement. Snippets of information about the goodness of the products and their ingredients were missing.
Steer Clear of Too Many Apps
Where the lack of updates stood out the Vatika Facebook page had too many apps to describe the new products.
Proper Targeting For Contests
The Vatika Facebook the page ran a contest in an app called ‘Search for the Vatika Star’, requiring fans to switch to using Vatika enriched coconut oil and this will give them the chance to feature in the next Vatika ad. To participate fans had to send in a picture along with the batch number of the bottle purchased, either through a given email or send the wrapper to the given address.
A good idea but one that failed in targeting women effectively through a supporting campaign in women’s magazines and offline campaigns on Womens Day perhaps?
To sign off, there is no one formula for a successful re-launch on social media. However, the golden rules of creativity, engagement and impact must be incorporated to make waves on the web. As I said it is about figuring out “what to do” but it is just as much about figuring out “what not to do”.