April 07, 2012
/ by Chris Pilbeam
Founded in 1888, American pretzel maker H.K. Anderson has grown from a small storefront bakery in Lancaster, PA to a snack brand with nationwide distribution.
While many snack food competitors harvesting focus on taste at the expense of nutrition, H.K. Anderson takes a different approach. In 2011, the company committed to using all-natural ingredients across its product line and differentiated the brand in a crowded industry.
However, without the marketing resources of the largest pretzel brands, H.K. Anderson faced a challenge in getting the word out to customers. To maximize awareness, H.K. Anderson decided to launch a product sampling program on Facebook, powered by Vocus Facebook apps.
HK Anderson activated the Video Channel app to tell customers its story
While traditional in-store sampling would mean hiring and training a temporary sales force, using Facebook apps to create a social sampling program would let them reach their target market at a fraction of the cost.
H.K. Anderson’s social sampling offer went viral quickly, growing their fan count from 278 fans pre-promotion to over 10,000 fans within 24 hours. Entrants were encouraged to share the offer with their friends and all entrants received free pretzel samples via mail.
By using the Sweepstakes app to run their product sampling effort, H.K. Anderson also collected the email and home addresses of 9,126 target customers. They are now able to activate physical and digital coupons and create awareness for new products.
Once the campaign ended, H.K. Anderson quickly shifted gears and continued to leverage their page’s influx of traffic. Vocus’ Video Channel app provided a solid platform for showcasing branded content. In activating the Partner Pages app, H.K. Anderson was able to engage in cross-promotional efforts with like-minded businesses and organizations.
“The apps let us activate a high-impact product sampling program that would have taken months to plan and execute,” says Steve Robinson, H.K. Anderson’s Director of Business Development. “Our custom Facebook page continues to help us connect more efficiently with our key consumers.”
To see how easy it is to get more fans and sales with Vocus Facebook apps, click here.
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