Leonie Bulman's recent articles
Superdrug’s Facebook polling strategy gets fans promoting its own-label products
Superdrug show that a brand can create positive buzz around its products by asking Facebook fans to share their favourite one. 53% of responses come from consumers recommending Superdrug’s own label products, revealing the effectiveness of asking your online community a simple question.
- 53% of responses cite a Superdrug product as the “favourite”: fans mention a borad range of products, from the “gorgeously rich” Vitamin E body butter to the Little Green Tin which "smells really nice"
- Competitor products attract a third less buzz with only 38% of fans citing them: This reveals the effectiveness if Superdrug's approach in using Facebook fans to drive buzz around its own products. In addition, only 9% do not mention a product at all, further highlighting the richness of fans' responses to Superdrug's questions
Fans' responses provide Superdrug with rich and positive comments to re-use in marketing campaigns:
- Fans mention all the products they "love": Looking at the words most commonly used by fans citing their "favourite" Superdrug products shows that the retailer's approach has successfully crowd-sourced marketing content. Consumers discuss how their product "smells", how they "use" it and its "amazing" effects