100,000 likes: building brand loyalty on Facebook

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It makes us blush a little. Now we love Wells Banana Bread Beer, and Charles Wells wanted us to share the love. Our task was to drive up likes on Facebook, their main communication channel for promotion in the United States and Canada. Starting from a very flat 0 likes in May 2013, now the eclectic beer boasts a very tasty 100,000 fans!

Going bananas

Brewed with bananas, this isn’t your conventional beer. We took a fun, engaging approach to drive up interest and find and build a community of fans on Facebook. This includes: seasonal and events themed videos, illustrations, competitions and fan photos.

Social media dynamite

All content is tailored, continually monitored and optimised throughout its lifetime. The community has grown from a careful mix of targeted content and advertising, which is exceeding all monthly targets set.

A taste of difference

Our social media community management and supporting campaigns give people a small taste of the brand personality. This creates interest and drives curiosity in a market that loves experimenting with quirky flavoured beers.

Building a brand: new website

This year will see the building of a specific destination website to support social activity so we can further track and measure all conversion metrics. Beyond building a growing, engaged, sustainable and loyal community of brand advocates, we want to deliver bottom line value to the brand.

So Banana Bread Beer is going from 100,000 likes to ongoing engagement and brand loyalty, with a helpful boost from social media management. Which is the biggest thumbs up of all.

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