Engaging with Snackwell’s Superfans
Not all brands have them, but if your brand does, they’re gold! I’m talking about SuperFans. It takes a special brand to foster SuperFans. Not only does your product have to be great, but brand has to be great too. A good product can result in heavy users and product fans. A great brand can result in SuperFans. They will not only consume a lot, they engage a lot. They will spread the word, which will help the brand to grow and their enthusiasm will give your brand community energy!
SnackWell’s doesn’t have fans… it has SuperFans! It wasn’t always this way. Some had forgotten about this beloved brand of delicious cookies, but GKV was on a mission to re-engage them in new and relevant ways. Understanding how the SuperFan lived her life and used social media was the key to engaging with her. Humor became the path to success. SnackWell’s SuperFans are busy moms who want to escape, laugh and enjoy life, even if just for a few moments. We created a social series of humorous SnackWell’s moments that all busy moms could relate to, along with developing a content series around the SnackWell’s cookie guys that brings a smile to anyone’s face. This content, along with reminders of the guilt-free indulgence (now without high fructose corn syrup or hydrogenated oil), allowed us to reignite the SuperFans and garner $700,000 in earned media value and generate engagement with more than 150,000 people.