"Players in the retail world are well aware of how competitive the industry can be - particularly when it comes to earning, and maintaining the attention of your most valuable audiences. Social media has emerged as one of the best ways to interact with, and engage an increasingly collaborative audience. And with more than 1bn monthly active users, Facebook is becoming more alluring than ever to marketers."
"It wasn't the first time that Lays chose to run a crowdsource campaign, but the "Do Us a Flavor" solution was perhaps their most popular campaign. Taking the idea to America, Lays invited users to suggest and vote on new flavors, selecting three ingredients, a name, and writing a short description to make their own marketing efforts. When the "cheesy garlic bread" option was deemed the victor, the winner walked away with one million dollars for their prize."
Retail brands rely on social media to earn and maintain the attention of valuable audiences, with Facebook offering over 1 billion monthly active users. Emotional storytelling campaigns can confront norms and change perceptions while increasing metrics such as emotional connection, ad recall, and brand linkage. The #LikeAGirl campaign altered meanings around a phrase, produced massive view counts, and improved key brand metrics. Crowdsourced initiatives can engage customers directly by inviting suggestions, votes, and creative input, with prizes and public participation driving widespread interest and consumer-driven marketing content.
Read at The Drum
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