I happened to fall on Hellmann’s Real Food Movement Web site this morning. Hellmann is using social media (blog, Twitter and Facebook Connect) to raise awareness about the need of eating local food. Using a higher social motive to raise the profile of a brand is nothing new. What is new is how brands tap into our social networks to achieve their goal.
I wish to talk about is the execution of the campaign. It is an opportunity to learn the good and the bad. There are lessons that any brand or blogger can learn from.
What They Did Right
The #RealFood hashtag campaign linked to a $25,000 donation to Evergreen is a good start. They are raising the bar today (July 29, 2009) by quadrupling all day how much they donate per tweet showing the #realfood hashtag. But it is not enough to raise a movement.
On their blog what I assumed to be their blog section (Real Food Conversations), they are not only talking about themselves. They are linking to other blogs. This is one thing that I always tried to emphasis with brands that try to build a community. You have to talk your movement in a larger spectrum. It cannot be just about what you do. Update: the principle that I wish to convey is what you have to remember here.
The same is true for the Twitter account of a blogger; you have to promote stories and content done by others on the topic you cover. As the blogger and promoter of the movement, you must act as an inspiring figure, be a leader.
Where There is Room for Improvements
It is ironic that their blog section is called Real Food Conversations but that we cannot comment on their posts. Many brands made this mistake. It is Blogging 101: you MUST allow comments.
All their posts are written by Admin. Ideally, you should put the name of the spokesperson. A first name can be sufficient but the full name is better. At least, display a username more engaging than Admin. Naming a person humanizes the process; it increases your chances to connect with them. Remember that we are more comfortable talking to a person than an organization.
Finally, the tweets are not engaging. It seems that all actions stopped at “I am supporting Eat Real, Eat Local”. It is missing passion, commitment on both sides. It is up to the brand to seed the passion. I suggest them to expand more about their movement on the Bio message. The same as with the blog, naming the person who is writing the tweets will enable you to build stronger relationships with your customers.
On a marketing side, I see too many angles. The URL site and twitter account are EatRealEatLocal but the movement is call the Real Food Movement. And then, they is a Choose Canadian ad campaign. I am not a marketer but it seems confusing.