Zoës builds buzz one smile at a time

Zoës Kitchen significantly increased Facebook engagement by giving employees and consumers an opportunity to share acts of goodwill during the holidays.

Client: Zoës Kitchen (Birmingham, AL)
Agency: Nunez PR Group (Dallas, TX)
Campaign: Share a Smile
Duration: November 1 – December 14, 2012
Budget: $3,250

Zoës Kitchen significantly increased Facebook engagement by giving employees and consumers an opportunity to share acts of goodwill during the holidays.

Nunez PR Group, which has worked with the company on a retainer basis since 2011, helped with the campaign.

Strategy
“We seek to support our overall mission to help and inspire people to feel good from the inside out,” explains Rachel Phillips-Luther, VP of marketing at Zoës Kitchen. “One of our core values is to share a smile. We asked employees to tell us how they would share a smile in November and used their stories to help further create the personality of Zoës in the social space. Then we ran a consumer contest to allow one of our Facebook community members to win an opportunity to share a smile with people in their local community.”

Tactics
The employee portion of the campaign, which ran November 15 to 30, was promoted internally via emails and a newsletter. The PR team collected stories and photos and posted them on Facebook. Agency president Jessica Nunez says the team also posted additional inspirational content throughout the campaign.

The consumer contest ran November 19 to December 14. Facebook audience members entered their name and email address to win 12 gift cards ($15 each) and 12 bottles of Zoës' Spice of Life seasoning in a random drawing. The winner would share the gift cards and seasoning bottles with 12 people in their communities, including a teacher, a single mom, an animal shelter volunteer, and a homeless shelter employee. The PR team derived the list of 12 recipient categories from Facebook member posts. 

The contest winner was announced December 17 on Facebook.

Results
Daily engagement on Zoës Facebook page increased from an average of 1% of the audience population prior to the campaign to an average of 3% between November 15 and December 14. (Engagement includes any click, post, or story created).

Phillips-Luther notes that for pages with a similar size audience (50,000 to 100,000) daily engagement averages .19% of the audience population.

Engagement peaked on November 20 with 3,488 people engaging (6% of the total audience population), up 97% from the highest engagement day during the previous 30 days.

Future
Phillips-Luther anticipates expanding the campaign (both the employee and consumer portions) beyond the holiday time frame this year.

The team is preparing to launch a Zoës Life App this spring that will house a loyalty program, share-a-smile functionality, a nutritional guide, and more.

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