Fruit Fans and Chocolate Covered Faces

Edible Arrangements’ goal was to drive awareness around their chocolate dipped fruit offerings while building their Facebook fan base. The approach we developed had two components: to expand the social footprint around the brand by building the Facebook fan base and ensuing consumer engagement, and to drive interest, intent and sales for the holiday season.

Digital Surgeons collaborated with key stakeholders to create a vision for a promotion that would run on the Edible Arrangements’ Facebook page. Our creative strategy department developed a fun, compelling giveaway. Our development team then worked within the confines of the Facebook platform to handle the set-up and integrations of a program designed so that the first 100,000 new users to sign up as an Edible Arrangements fan, and then filled out a form within the application, received a coupon for 6 chocolate covered strawberries, free.

Word spreads swiftly

Digital Surgeons and Edible Arrangements promoted the campaign heavily during it’s run on Facebook, reaching out with Direct Word of Mouth to bloggers, Twitter, Facebook messaging and wall feeds, and emails to those existing customers who had previously opted-in for special offers and news from the brand.

The approach was based around giving away a highly valued product for free, and it proved to be extremely successful. Edible Arrangements saw their fan page grow from 5,000 fans to over 50,000 fans in the first 24 hours of the promotion. Consumer engagement immediately spiked, with messages ranging from sincere praise and thanks, to pictures of fans’ children with chocolate covered faces hovering over (now) empty boxes from the promotion. By the 4th day we hit our goal of 100,000 new fans. By the end of the 30-day campaign, the fan page had gathered over 170,000 fans. Comments and engagement with the brand were overwhelmingly positive.

The fruit of our work pays off.

From the start, Edible Arrangements was extremely excited with the attention their campaign garnered on Facebook. The mix of a high-value giveaway, great visual design, interaction with fans, and great marketing outreach were all elements of a very promising tactic.

The end result of the 30-day campaign was impressive: 170,000 new fans for Edible Arrangements, new and powerful affinity for the brand, and, according to Steve Thomas, the VP of Marketing for Edible Arrangements, a double digit percentage increase in sales from the year prior.

In a word, sweet.