I was just wondering, while taking an established brand to the Social Media space might be a challenge as well, it is definitely easier than ‘building’ a brand online or taking a relatively lesser known (or niche) brand into the social media space.
I tried to look up some articles on how Luxury brands are taking to the social media space. Of course, the research was preceded as well as follow up with a lot of thinking and here is what I have concluded – 3 points:
- An iconic brand (Maggi, Cadbury’s Dairy Milk, etc.) can start working on Social Media by using the ‘Brand’ name itself and then building stories around it. Stories that are engaging. Like the Facebook extension of the iconic ‘Me & Meri Maggi’ campaign. Over 25 years since being launched, the ‘Me & Meri Maggi’ campaign has given the brand a boost – as has the new variants that have come in. (Incidentally, I feature on the packs of one of the new flavours – Maggi Romantic Capsica!)
- For a lesser known/niche brand, one perhaps needs to scratch the surface a litte deeper. Maybe it would help if the initial engagement created on Facebook is around a ‘neutral’ topic / area of interest rather than bringing the brand upfront right at the beginning. For instance, if you are a Frozen Yoghurt chain that is launching, it might be a good idea to spend the first few months generating interest around ‘Health Foods’ or ‘Nutritional benefits of milk’. Once you have been able to build a significant amount of traction/interest, it might make sense to “reveal” your brand in the open.
- Any online (read: Facebook) campaign has to be supported by an Offline equivalent. Freebies are great! – For any activity online, send something tangible to a selected group of people – this increases ‘buzz’iness around your brand. For instance, Reebok’s Reetone campaign sent out a set of shoes for girls who uploaded videos of them shaking their booties!