Reinvigorate interest and sales in a year old product
The CMO wanted to celebrate of the one year anniversary of the CroisBun, and use it as an opportunity to reinvigorate declining interest and sales in the product. Secondary goals included growing eClub database, increase Facebook/Twitter/Instagram followers, as well as generating conversation about the product and driving engagement through shares, retweets of the promotion.
I led the marketing and creative team to develop a Au Bon Pain's first social media campaign. Our concept leveraged social media behaviors our fans were already doing—sharing pictures of their purchases.
The premise was simple: Take a selfie with a CroisBun and tag someone you'd share it with using #CroisBunSelfie for a chance to win a year's worth of CroisBuns.
To promote the campaign, we used a mix of paid and owned channels including email, Facebook posts and paid ads, Tweets and sponsored ads, Instagram posts, and a landing page.
The campaign was successful in growing sales and both email and social databases. We got record entries and got the ABP fan base commenting, sharing, and participating more than ever before.