'My Food Bag' is a new concept targeted to affluent families. Based on the insight that many people tend to recycle the same recipes over and over again, 'My Food Bag' is a pre-packed bag of gourmet ingredients which are delivered to your door with an easy to follow recipe, so that you can avoid the hassle of shopping and also experience creating a new, tasty dish.
The main ideas shared from this campaign were quite common-sense and can be summed up as follows;
1) Target individuals with large followings who you believe will be an advocate of your product - this can apply to Twitter, blogs, Facebook etc.
2) Be open about sampling - do not try to hide or downplay that these individuals have been given free samples to try. Doing so may detract from the overall purpose of sparking conversation around the launch.
3) Don't dictate - it is generally agreed upon that you cannot tell an individual what to say (or not say). However, you can expect and tell them to use a hashtag (for Twitter) or keyword (e.g. product name) so that their review is easily found by others.
4) Don't expect too much - you need to realise that as careful as you are to select individuals for samples, not all of them will feel compelled to actually review it through a blog or social media. Through sampling across multiple campaigns you can weed out those who do not contribute and keep sampling those who do.
5) The review belongs to the individual - if an individual is being criticised for accepting free product to review, it is generally agreed upon that it is the individual's reputation which is impacted, not the brands. If the individual is not up front about the sample being free, this will also affect the individual.
- Luke
No comments:
Post a Comment