Social Media Spotlight: Slim-Fast gorges on #royalwedding delirium
Slim-Fast, of all brands, launched a promoted tweet campaign last week in time to capitalize on all the excitement surrounding the Royal Wedding. Its promoted tweet can hardly be called a precision-based advertising scheme; the tweet was directed at anyone interested in William and Kate, which, as we know from the TV networks, is anybody from urbane Brooklynites to Sydney royalists, plus a lot of people in a certain island in the North Atlantic. Did it work?
First, we should say, Royal Wedding enthusiasts were a bit surprised to find that the #royalwedding hashtag wasn’t a naturally trending discussion topic on the big day; it was being promoted by Slim-Fast. Starting on April 18 Slim-Fast began promoting the #royalwedding hashtag until the two balcony kisses. Their message: look good for your own wedding by trying the Slim-Fast diet and, oh yeah, checking out the Slim-Fast Facebook page.
Usually promoted tweets are intended to work with a sense of precision, not as a form of mass marketing. As web-marketing specialist Ben Acheson points out on his blog, Slim-Fast’s strategy worked more like a billboard on a busy highway: “It’s random, not targeted, and it’s not welcomed by the vast majority of recipients.” For sure, not everyone was thrilled with Slim-Fast’s promoted tweet placement, especially spinster republicans. No word from Sarah Ferguson, Dutchess of York, who used to front Weight Watchers.
It’s safe to say that the #royalwedding highway was particularly busy. By the time the wedding started on Friday morning, 11.46% of all tweets on Twitter contained the #royalwedding hashtag.
But Slim-Fast did strike a good balance between mass-marketing and more precision-based digital-marketing. The content of the promoted tweet was general, in the sense that it addressed the Royal Wedding overall, and it was specific, in that it would catch the eye of anyone interested in weight loss or having a wedding of their own. Anyone who caught on to the message was directed back to the Slim-Fast Faceook page where a number of discussions about weight loss were already happening.
The results prove the strategy a success. From April 28 to the time of writing, Slim-Fast’s Twitter followers increased from 930 to 1,356. The Facebook page saw a major jump, as the number of fans went from 16,000 on April 18 to 21,400 today.
Final word: Slim-Fast has shown that a mass-marketing spirit is still useful when targeting wouldbe customers online. However, the success of the Slim Fast promoted tweet rode on the relatedness Slim-Fast’s message to the natural excitement for the wedding. Now that William and Kate are on their Honeymoon, royal wedding chatter is fading. Will this have been a one-shot wonder for Slim-Fast.