By Andy Sernovitz on January 5th, 2012 | 185105 comments on this postAndy%26%23039%3Bs+Answers%3A+How+Cargill+used+social+to+drive+product+sampling2012-01-05+12%3A34%3A13Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2Fsocialmedia%2F%3Fp%3D18510
Cargill has big ambitions for sugar substitute Truvia, but it’s going to take changing a lot of eating and purchasing habits — from business-to-business partners and end consumers.
This is the challenge facing Chris Obray and his team. And at our recent BlogWell event, he walked us through a small portion of Cargill’s overall plan to use social media to actually get people sampling the product. Here are a few of his recommendations.
- Find your advocates to introduce you. Cargill partnered with Her Campus — the No. 1 online magazine for college women, by college women — to do photo contests, giveaways and weight-loss challenges, all leading up to local events and opportunities to sample Truvia.
- Be conscious of your bias. Obray loves Foursquare and originally planned a check-in contest as part of the project — but found a significant portion of college women avoid location-based networks, because of stalkers or ex-boyfriends — so he and his team substituted a photo contest instead.
- Certain platforms drive certain behaviors. In planning this social strategy, Obray and his team broke each social network down by its ability to support awareness, consideration, product trials or post-purchase follow-ups.
Watch Obray’s case study. Slides are available.
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