Best Overall Brand Presence on Facebook← Go back to category
Ocean Spray Cranberries, Inc.
Feb. 10, 2012
- Facebook Brand Presence
Team members: Merritt Ward - Assistant Account Executive, Ashley Cheng - Group Manager, Danielle Farber - Social Media Supervisor
About this entry
Category: Best Overall Brand Presence on Facebook
Client: Ocean Spray
Agency: Weber Shandwick
Date: February 10, 2012
The case for why this entry should win a Shorty
After years of successful marketing and traditional public relations initiatives, Ocean Spray, America’s beloved cranberry cooperative, entered into the social media space by creating its first, official Facebook page. Since the introduction of the page in June 2010, Ocean Spray has welcomed more than 550,000 fans to its Facebook family. Boasting 365 days of content via recipes, photos, polls, sweepstakes and couponing the cooperative has grown its fan base organically by engaging juice lovers through direct, compelling and meaningful content.
Major driving tactics for the year included a “Season of Sharing” campaign, the first online launch of Ocean Spray’s new Sparking Juice Drinks; a Red, White and Blue Summer Facebook Sweepstakes, “Out of the Blue” Blueberry product launch and a UStream broadcast, as well as a variety of fan-first content delivered daily. A snapshot of several of these initiatives is below:
Sparkling Juice Drink Launch
On February 14, 2011, for the first time in its more than 80-year history, Ocean Spray launched a product online by giving away 10,000 free samples of its new Sparkling Juice Drinks. Samples flew off the site within 30 minutes. Within nine days and by popular demand, the cooperative distributed an additional 100,000 samples. The fan base grew 1,267%, and boosted membership for Ocean Spray’s Cranberry Club by 200,000 new members. By the end of the campaign, Ocean Spray distributed 250,000 samples and grew its fan base to more than 400,000 fans. Additional measures are below:
• Distributed 110,000 samples in nine days
• Increased fan base 1,267% from 11,579 fans to 158,339 in 9 days
• Sparkling Facebook tab was visited 989,216 times
• Sparkling content garnered 8,225,687 Facebook impressions
• Solicited 15,058 interactions on Facebook (this includes likes, comments and wall posts) in addition to the 125,000 fans that hit “request a sample.”
• 97M PR impressions (10 million from social media/bloggers)
In October, as part of Ocean Spray’s 365 day focus on Facebook, the cooperative produced and broadcast its first UStream event LIVE from Rockefeller Center. Hosted by celebrity Chef Ming Tsai and Ocean Spray Grower-Owner Adrienne Mollor, Ocean Spray touted the beauty of a cranberry harvest amidst 2,000 lbs. of floating cranberries. Through a customized UStream tab on its Facebook page, Ocean Spray fans were invited to view cocktail and recipe demos, learn more about the harvest process, get tips about holiday entertaining or join the conversation live by submitting questions via the tab or Twitter hashtag. Earning a special feature on the homepage of ustream.tv, the campaign garnered more than 3,000 live tune-ins, 3 million impressions and 1,500 unique engagements.