Ben and Jerry’s Greekin’ Good Greek Frozen Yogurt Targets Sorority Women

Ben & Jerry's

Ben and Jerry’s opened in the 1970’s. The first store was in a renovated gas station located in Burlington, Vermont. Ben and Jerry, the owners of Ben and Jerry’s, had very little experience with ice cream. Upon the opening in the 1970’s their only experience consisted of an ice cream-making course from Penn State University.

In the 1980’s they rented a new space on South Champlain Street in Burlington. They changed their packaging to pints so they could deliver ice cream to the small stores along the delivery route. The deliveries were made out of Ben’s VW Square back wagon he owned at the time. Ben and Jerry’s gained momentum and opened a new shop in Shelburne Vermont in 1981 and also built a new shop in Burlington.

In 1985 Ben and Jerry’s Foundation was established. The company announced they would gift 7.5% of the company’s profits (pre-tax) to fund projects within the community. In 1988, Ben and Jerry were named the “U.S. Small Business Persons of the Year” by President Reagan.

The 1990’s the momentum they had continued. The Pint-Sized legend was born; they started the Children’s Defense Fund, and expanded to the United Kingdom. They also created ww.benjerry.com, followed by no fat, no lactose, no cholesterol ice cream in 1996.

The 2000’s proved to be a success with many accomplishments along the way. They became a wholly owned subsidiary of Unilever, released “One Sweet Whirled” flavor, celebrated 25 years, spoke up against cloning, and started the “Do the World a Flavor” contest.

Ben and Jerry’s continued their success into the 2010’s by standing up for what they believe in and truly caring about their customers. They have continued to thrive in the ice cream industry by staying true to their founding values.

The target market for ice cream brands are children and families. There is research to show that families with children consume more ice cream than families without children. Therefore, Ben and Jerry’s general target market would be males and females living with their parents, and adults with children (both male and female).

The audience that the marketing efforts will reach is Millennial. However we are specifically targeting 18 to 24 year old females. The campaign will be focused on sorority woman that are watching their figure, but want to indulge in a guilt free treat.

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The best platform to launch this campaign is Twitter. According to Adweek, 22.6% percent of twitter users are males and females between the ages of 18 and 24. This is the largest category of users for Twitter.

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With this campaign we are trying to expand the current market for Ben and Jerry’s ice cream, therefore we are not trying to reach current customers but new prospects. By utilizing their new Greek frozen yogurt products we will be able to target a new market. This market is pre-existing due to the healthy trend. Capitalizing on this existing market Ben and Jerry’s can expand sales. We have narrowed the market down specifically to 18 to 24 year olds in sororities because a lot of these women are trying to watch their figure, eat healthy, and they have a large presence on college campuses. Sorority women tend to be up with the trends, if not ahead in a lot of cases. This Greek yogurt product fits the trend of healthy eating that has started to sweep across the nation.

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We want to see these women start a trend in purchasing the Greek yogurt from Ben and Jerry’s. When looking at social media engagement we are going to measure the progress of our campaign by the brand related hashtags and mentions from March 1, 2015 to February 28, 2016. This will allow plenty of time to create relationships, showcase, and sponsor sororities including recruitment events that can help with publicity, interaction, and sales.

We would like to use sorority engagement to help create more awareness of our product. With their large presence we hope to increase engagement and to increase product sales by expanding the existing market Ben and Jerry’s seek. To do this we would like to showcase and sponsor different sororities. Essentially, we would like to have them help us increase the popularity of our Greek yogurt, by going to the Greeks.

We are going to also utilize social media to spread awareness of our Greek yogurt. We want to engage with prospects on social media, specifically Twitter, to increase interaction with Ben and Jerry’s and the products. This will include featuring products, catching tweets, and designed photos that highlight the unique, flavorful, healthy Greek Frozen Yogurt.

We want to use the hashtag “Greekin’Good.

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Utilizing a landing page could help track the progress of this campaign. We could also use the landing page to direct prospects to local stores and product information on the “Greekin’Good” Frozen Yogurt in unique flavors. Starting the campaign on twitter and a landing page would be the most beneficial as our target market is most accessible online.

Metrics would be starting at ground zero as their twitter page has been inactive since May 2014. Ben and Jerry’s inactivity on Twitter resulted in low interactions with the company on social media sites. This will make measuring the campaign easy as we will utilize a landing page that is linked to, but different, then the Ben and Jerry’s site. We will also be able to easily measure the increase in engagement with Ben and Jerry’s on Twitter with brand related hashtags and mentions since essentially there is currently none.

Since we are targeting a new market, specifically Greek women, it wouldn’t make sense for us to use benchmarks. While we are using an existing trend of people moving towards healthier lifestyles, we haven’t seen any ice cream companies taking a similar strategy. Therefore there is not much opportunity for us to benchmark.

We are expecting to see a quick increase in engagement on social media with our new hashtag, specifically the Greek community. We also hope to see an incline in the Greek Frozen Yogurt sales as a result of this campaign to create awareness of our Greek Frozen Yogurt products.

Since we have plans to engage with sororities and hopefully sponsor some of these organizations, we believe this will help spark our engagement and sales. Word of mouth and trends travel quickly through these organizations. Since there has already been a market movement towards healthy foods, we can see how this already existing trend can help us gain popularity with an existing market.

We will collect results by monitoring our engagement on twitter. We will count and monitor brand related hashtags and mentions. We will also track the number of prospects that proceed to our landing page with information regarding locations and products. Lastly, we can monitor progress and metrics of this campaign through the sales of our Greek Frozen Yogurt.

We would need to have one person that would manage the social media. This includes designing the tweets (including photos, links, landing pages, or websites attached) and engaging with prospects. We would need a second person that is familiar with Greek Life. This person would be in charge of working with the Social Media partner to showcase sororities. They would also work with sororities to sponsor them, and help spread awareness through the Greek community.

The only money that would be necessary would be the money needed to create photos, landing pages, websites, and payroll for the two employees. We would also need a budget to donate product to the organizations we sponsor.

The tools we would need would consist of tools that support our staff to successful execute this campaign. This would include a budget, electronic devices, product displays, photography, and online resources to help create and inspire the tweets.

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Gatorade: Fueling athletes, but are the fueling social media engagements?

Gatorade: fueling athletic performance since 1965. Obviously they haven’t always been fueling social media engagement, but are they now? Gatorade has become visible on several forms of visual media, specifically Instagram.

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Their account, username: Gatorade, has a colorful and bright appearance on Instagram. Anyone scrolling through Instagram would have a hard time not noticing their quality posts. Each post seems to have a purpose, and each picture posted seems to been given adequate time and creativity in the design phase. It is obvious by their posts, that they are targeting athletes because a lot of their posts feature famous athletes, sport teams, or athletics in general. They also have several motivational posts with quotes or sayings.

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Gatorade does a decent job of keeping their Instagram account up to date by posting almost everyday, or every few days. They would probably see more engagement and followers with a more consistent and frequent presence on this platform. Their most recent post was two days ago, and their interaction and engagement is almost average.

The average retail engagement rate is 4%, and Gatorade falls short of this with a 3.76% engagement rate. While this is below average, it only falls behind by .24%. Since their Instagram does not have signs of being a hosting platform, it would be expected that their engagement rate be slightly higher. Their posts do not typically link to other accounts/platforms, or direct viewers to another way to engage with them. Yet, if you go to their page it asks viewers to engage with them by “Snapping a pic and showing how you are.”

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I think that Gatorade’s engagement rate falling slightly short of the average could have something to do with their target market. Gatorade has two target markets as discussed in The Wall Street Journal. Their traditional target market consist of both male and female athletes ages 18 to 24. Their newer target market is focusing on the younger fans and younger generations. They are now also targeting males and females ages 13 to 18 that do not necessarily have to be athletes, but could evolve into loyal customers. Directing their focus on a newer target market shows their dedication to the growth of the company long term. Gatorade is addressing their audience with vibrant photos reinforcing the product and location their product is most often used. They are trying to capture their audience and target market with elaborate sports and drink photos with famous individuals, athletes, and locations.

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You may be wondering how their target market audience may be directly impacting their lower than average engagement rate. Adweek suggest that from recent studies the largest group of users on Instagram falling in at 32.2% consists of males and females ages 25-34. The second highest user category with 27.6% consists of males and females ages 18-24. With only targeting 27.6% of users on the platform, they are missing Instagrams highest user market and also not reaching their newly established target market of 13 to 18 year olds.

Overall Gatorade has done a good job of keeping their Instagram posts engaging and vibrantly intriguing. They probably fall short of the average engagement rate due to their full target audience not being dominate on the Instagram platform. Yet, with an engagement rate of 3.76% they certainly are not doing badly. Their posts, after all, are great quality with striking images that could potentially to stop anyone mid-scroll.

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Empowering girls to be #likeagirl

Like A Girl. What does that mean to you? The statement “Like a Girl” could potentially have several different meanings, used in several different contexts, and articulated several different ways, until now. Always’ is taking the next step in empowering women and redefining the meaning of “Like a Girl.” Always’ campaign Like A Girl didn’t debut at the Superbowl, but the engagement during the Superbowl would make you think otherwise.

The campaign is designed to remove negative connotations about the phrase “Like a Girl” and empower women. In the video/commercial they ask several older people (men and women) to do several tasks like a girl; run like a girl, fight like a girl. They then ask several younger girls, below puberty, to do the same tasks …like a girl. Expected or not, the actions were opposite, enforcing the fact that at some point the connotation of doing something “like a girl” changes. This highlights and capitalizes on a larger issue in our society; why is being a girl have a weak connotation.

Women are and can be strong, independent, and powerful humans, and Always’ set out with the campaign #likeagirl to raise awareness and spark change. The company’s target market has always been females between the ages of 12 and 49, but their target audience on this specific campaign really speaks to younger women that are currently being impacted by puberty. Yet, this campaign has reached far beyond their intended and existing target markets. Their campaign started in June 2014 and has continued to utilize Twitter, Facebook, YouTube, and commercials to move the campaign in the forward motion.

Always’ Target Market

Their website has been the main outlet for this campaign as it brings all the platforms and information to one place. Viewers have access to learn about the movement, read/like/share tweets, and watch videos.

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They have been very active on twitter, and I believe this is where the campaign is really being lead at this time. There is a lot of engagement on twitter. The campaign really focuses on empowering women to be like women and be proud of it. Twitter is full of videos and inspirational messages that are being tweeted at Always.

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Their Facebook is very prominent in this campaign as well. They are providing access to information about the campaign, staying involved with their customers, and providing empowering video links. They are seeing a lot of engagement with their Facebook posts from likes to shares.

Another platform that Always has used is YouTube. They have the commercial and the original video. There are also other promotional videos for the campaign #likeagirl. These videos are inspiring and demonstrate how #likeagirl is a positive!

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Always’ has done a great job of addressing the audience and making them feel a connection to the campaign. They are empowering women across the nation to speak up, stand up, and promote the campaign. They address the audience through the commercial and videos by making it relatable. They present the idea and draw their viewers in, and then present the problem.

It is so simple to engage and become active in the #likeagirl campaign. People are constantly sharing videos or pictures of activities they do #likeagirl. Women and men both are sharing and liking posts. There is an opportunity to engage with the campaign on every platform the campaign is present on. Always’ has truly inspired so many people to take pride in what they do and who they are.

They even took it further than the traditional media, television, and social media they took #likeagirl to the Superbowl. They blew viewers away with their commercial during the campaign and the response was immediate. The engagement went through the roof following the commercial viewing. Several ad meters ranked the #likeagirl campaign as the number 1 commercial during the Superbowl!

I think that Always’ is trying to strengthen and expand their current customer base. I believe that through this campaign they are targeting younger girls and empowering younger girls to believe in and be proud of who they are. There hook is the emotion, they sink the campaign to their products by trying to create young loyal customers through their passion to empower women. I think they are making an impact, and I think their strategy will have a direct impact on sales. While I may not be a young teenager, I’ll think twice while at the store next time.