The goals of campaign were to create a sense of exclusivity for the Grey Poupon Facebook page and curate a highly relevant and qualified Facebook audience. Here's how the campaign was implemented on Facebook:
Users who wanted to become fans of the Grey Poupon Facebook page were required to apply for a "membership" through "The Society of Good Taste" application. The app scanned users' Facebook profiles to learn more about interests, friends, etc., and then automatically assigned users a score that determined whether they had good enough taste to be a fan of the Grey Poupon page.
Why this is one of the best social media campaigns of 2012:It's very unique. The idea of turning away Facebook fans inherently seems preposterous. However, with so many brands and people on Facebook, there's a lot of noise. This was Grey Poupon's way of ensuring its Facebook community was really there for the brand.
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All interesting creative ideas and executions for the most part. But what I'd like to know is did these efforts increase their brand awareness? or the number of loyalists/followers/pinterest members or facebook group members? Or affect sales in any way? I had never actually heard of any of these with the exception of Nike's and I am a member of all of the social networks and platforms on which these ran.It'd be great to have some actual statistics.
Love these, especially Honda, which leveraged a great tactical insight, and also Grey Poupon with a creative one. Sephora on the other hand must have generated tons of fake fans by giving away prizes with such mass appeal - I would have advised something more relevant to its customers.
I like Dollar Shave Club's video and America's Got Talent YouTube submissions. Both campaigns are viral.
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1 Marketing jargon translated for normal people
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 top social media management tools
4 6 steps for getting your brand into their heads
5 The best social media campaigns of 2013