12 Mar Tupperware Brands: Social Media Marketing Success
About Tupperware Poppy n Fiddles Eco Bottle and Campaign
Tupperware Brands is known for its colourful, lightweight and leak-tight liquid bottles. As Tupperware Brands introduces the Poppy n Fiddles line, the brand made sure to make it more than memorable to its audience. In 2014, Poppy n Fiddles made it to the hearts of Tupperware Brands’ audience during its launching campaign.
The main objective of the campaign is to achieve a successful social media marketing through the promotion of Tupperware Brands’ new Poppy n Fiddles Eco Bottle range alongside its overall goal to continue to grow Tupperware Brands’ Facebook page fans and engagement.
As it is Tupperware Brands’ passion to give its customers a wonderful experience through its products, the brand wishes to receive positive feedback from its audience through this marketing communications campaign to send an affirmative message to fans and soon-to-be fans on why it is worth to own a Poppy n Fiddles Eco Bottle.
The Game Plan
To attain its objective, Tupperware Brands, through advertising agency IH Digital, launched a social media marketing campaign on Facebook and Instagram called Poppy N Fiddles Malaysia Adventure that ran from 11 August to 26 September 2014.
The mechanics is simple and easy, not to mention that taking part in this campaign is going to be really fun for the audience and fans. The main characters of the campaign, Poppy the Penguin and Fiddles the Frog were introduced to Malaysia through a fun adventure introduction. Executed with a fun and awesome content marketing plan, it is expected to make a hit among the fans of Tupperware Brands in Malaysia. The digital marketing campaign embraces the fans familiarity about Malaysia’s adventure spots to achieve higher interaction, responses and engagement among the fans. Along with the social media marketing campaign is a contest wherein through a simple “selfie” with a Poppy/Fiddles Eco Bottle, fans can win their own Fiddles Eco Bottle. Below are the three easy steps to be part of the campaign:
- Take a selfie with either Poppy/Fiddles Eco Bottle, or both.
- Post it on your Facebook wall or Instagram with #PoppynFiddles & #lovemyecobottle (Make sure your settings are Public).
- Register your details at http://bit.ly/1wB17ZQ
Throughout the campaign period, fan numbers grew by 12.7%, gaining a total of 22,969 new fans. Moreover, the growth was a constant upward trend on the duration of the campaign.
Through IH Digital’s social media analytics tool, it showed that the social media marketing campaign impact on page impression was overwhelmingly positive, wherein post reach recorded 10,000 per post. In connection, organic posts also recorded to have reached an average of 11,550 users, while paid posts reached an average of 30,804 users.
On the duration of the content marketing campaign, 14 posts were put up over a span of 7 weeks. On these posts, average social actions reached 700.2, while average reach went up to 17,610 users.
The result of the social media marketing campaign was generally positive. From the start of the Poppy N Fiddles Adventure campaign, fans in Malaysia received the content and campaign extremely well. Fans’ and participants’ comments were generally positive as they have enjoyed the journey with the characters, Poppy & Fiddles. Through a well-planned and strategic social media strategy, the contest ended with a total of 156 photo submissions, while Tupper Detective registrations recorded more than 1,300 in just 2 days. All in all, the Total Social Actions ended with 9,803 and the Total Reach with 246,548.