"The IRHC campaign is very new for us and is one of our first forays into social media," said Lauri Kien Kotcher, CMO and SVP of global brand development for Godiva. "By building the IRHC blog, we were thinking that this gives people the chance to express the times in their day when they'd rather have that little piece of chocolate. We're trying to build people into thinking about Godiva Gems as a part of their every day life."
Consumers submit their best "I'd Rather Have Chocolate" moments throughout the day and the campaign is giving away 100 pieces of Godiva Gems each day to the person who submits the best moment. IRHC uses the blog, Twitter, and Facebook to interact with fans, and Godiva is working with AOR Alison Brod PR on media relations and Hill & Knowlton on the digital elements.
"[With social media,] we wanted to really explore how to reach a much broader audience than we had done before," Kotcher said. The new product line is available in more retail stores, including Kohl's and JC Penney, and high-end supermarkets. "We wanted the Godiva Gems line to hit a different potential audience. So we're using social media to emphasis that point."
The virtual gifting campaign allows consumers to use the specific Web site or Facebook to send friends Godiva gifts, allowing the company to expand its network and also broaden its audience base. Running through December 24, the campaign is all about giving during the holidays.
For media relations for both social media campaigns, Godiva and Alison Brod are targeting lifestyle and food outlets and blogs with the news, as well as the idea of an overall rebranding advertising campaign from Godiva. Launched in November as well, the rebrand is focusing on having a golden Godiva moment, and on four elements of the brand: the heritage and Lady Godiva, quality chocolates, the emotional connection, and the gold packaging.
"We've continued to work on building the overall image, and we have just launched an adverting campaign this year that is rebranding Godiva at the same time as we're launching gem," Kotcher explained. "So we want to work on the two fronts simultaneously."