Sara Lee's Twitter initiative makes immediate difference

Sara Lee Deli celebrated National Sandwich Day on November 3 with an effort designed to give back and engage with consumers on Twitter.

Company: Sara Lee Deli
PR agency: O'Malley Hansen Communications
Campaign: Deli Difference
Duration: November 3, 2009

Sara Lee Deli celebrated National Sandwich Day on November 3 with an effort designed to give back and engage with consumers on Twitter. The company encouraged fans to follow it on Twitter, and Sara Lee would donate money to Share Our Strength, an organization that fights childhood hunger.

Strategy
"The Deli Difference was a 24-hour campaign, so we chose Twitter because the dialogue is quick, it's short, it's concise, and it's easy to track," says Sara Matheu, director of communications for Sara Lee.

With a twofold strategy, the company hoped to engage consumers and build its fan base via social media. The message, Matheu adds, "was all about helping Sara Lee Deli celebrate National Sandwich Day."

Tactics
"We focused on Twitter in terms of metrics, but the program was multi-dimensional," says Todd Hansen, principal for Sara Lee Deli AOR O'Malley Hansen. On Facebook, Sara Lee "did regular wall postings, and talked about the program and Share our Strength, but we also did more general sandwich tips and recipes."

In addition, Sara Lee targeted mommy bloggers and did traditional media outreach to daily newspapers, food and lifestyle writers, and online publications, Matheu adds.

Results
Mommy bloggers and traditional media covered the Deli Difference campaign and Sara Lee Deli's Twitter followers grew 56%, to 1,400. While the company said it would donate for every follower, it ended up donating its maximum, $25,000, to Share Our Strength.

Throughout the day, there were more than 250 mentions of @SaraLeeDeli and 440-plus tweets about the campaign.

Future
Matheu says that Sara Lee Deli and other Sara Lee brands will definitely use more social media campaigns in the future. The Deli Difference initiative, she adds, "was a great starting point as we continue to leverage social media for Sara Lee Deli."

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