Facebook campaign drives brand growth for Mentos
A facebook promoton for sweet brand Mentos new products Mystery 3D gum and Mentos Mystery Candy has increased growth, the brand has announced.
The announcement:
In a demonstration of its commitment to innovation in a difficult retail environment, Mentos has launched Mentos Mystery 3D Gum and Mentos Mystery Candy, and conducted a unique promotion via Facebook to drive consumer awareness.
The partnership of Mentos Candy and Mentos 3D Gum to launch a new flavour across both product lines is a market first for the gum and candy categories.
To celebrate the launch, Mentos undertook a Facebook promotion where consumers were challenged to guess the product’s mystery flavour. Each guess revealed details of the mystery location, where $5,000 was to be given away.
Once the mystery location was revealed, consumers had two hours to find the site and be the first to shout “unwrap the mystery flavour” down the Mentos megaphone to claim the cash prize.
Paddy Bryans, Head of Marketing – Confectionery at Stuart Alexander, brand builders and distributors for Mentos, said the Facebook promotion exceeded the brand’s expectations.
“During the two week promotion, we gained over 8,000 likes on the Mentos Australia Facebook page and received more than 18,000 competition entries, which were submitted via Facebook,” said Mr Bryans.
“More importantly, our engagement with fans increased massively, with our “People Talking about this” percentage rising to over 20 per cent during the activity,” he said.
“This also translated into in-store sales. Sales of Mentos Mystery 3D Gum increased brand growth for Mentos 3D Gum by +12.8 per cent in grocery stores, in comparison to the same period a year ago. Sales of Mentos Mystery Candy accounted for 8.3 per cent of Mentos candy sales over the four-week period to 16 October.
“The success of this activity is also thanks to all our customers who were excited by this new concept and got behind it to ensure there was terrific visibility for the offer in displays and at checkouts around the country.”
The Mentos Mystery Facebook promotion was developed by Sydney-based brand experience agency Play Communications.
Source: Mentos press release
Yes, but were the 8,000 new likes as a result of paid acquisition that coincided with the competition?
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