The promoters of quick and easy healthy food option, Healthy Choice, took to Facebook in the fall of 2010 in an attempt to better promote their products via their social media site. The goal of the campaign was to primarily engage customers in their Facebook page while also promoting and exemplifying their reputation for good value products. The campaign turned out to be a huge success for the company with a significant increase in Facebook followers. Additionally, coupon promotion sky rocketed via the page increasing the target market as well as product revenue.
Healthy Choice’s Facebook page is updated regularly. As of now, they have over 223,000 like and nearly 1,500 people talking about their brand. Further, they have 11 posted videos, and post on a regular basis; their most recent post has over 170 “likes” alone.
In order to achieve their goal, Healthy Choice decided to use the “like” feature of Facebook to monitor a campaign that focused on the distribution of brand coupons. The company promoted the coupons via status updates, and although the numbers of coupons available were limited, the more “likes” the coupon received, greater their value (i.e. .75 to 1.50 to Buy One Get One). This was very useful because it encouraged people to like the coupon offers and allowed for user to user promotion that Facebook is useful for.
To make things even better, Healthy Choice gave users the opportunity to sign up for their email mailing list when “liking” the coupons-60% of people did so expanding the campaign more than imagined. In the end, and with over 50,000 coupons, distributed, Healthy Choice went from just over 6,000 followers on Facebook when the campaign began to 60,000 by the end of the two week campaign.