Tag Archives: B2C marketing
The MiO Campaign: Can fussy consumers be seduced?
In the competitive world of B2C advertising, what is a marketer to do when it comes to new product releases? An even harder challenge is promoting new food products at a time when groceries are becoming so expensive, and families calculate every cent they plan to spend at the grocery store with no room for impulsive buying. There are plenty of examples, studies and resources about how to use social media for new product promotion, but not every company is able to pull it off. I submit to you a potential success story.
If you use Facebook you may be familiar with a product called MiO, a liquid water enhancer that comes in six flavors: berry pomegranate, fruit punch, mango peach, peach tea, sweet tea and strawberry melon. Last month Kraft Foods launched an advertising campaign on Facebook promoting the release of MiO in grocery stores, offering free samples to the first 100,000 fans to submit a request.
This is not the first campaign of its kind, but this is the first time I’ve ever signed up for this kind of promotion. Perhaps it was because I had just returned to Facebook after a brief hiatus, or perhaps the campaign really was eye-catching. Either way, I signed up and almost completely forgot about it until I got the sample in the mail today.
MiO (and Kraft Foods, by proxy), congratulations. I really enjoyed this product promotion experience from start to finish. Here is what they did right, and hopefully you all can derive a few takeaways for your own marketing and promotion efforts.
