Our journey into social media marketing continues with a study of Ceres' experience, told directly by the brand manager of the famous beer brand.
After discovering when it is best to post , how to find inspiration from reality to get post ideas and how to plan instant marketing (so much stuff ;-)), let's see in this video how to create storytelling around the brand, exploiting the potential of Twitter .
Ceres and Sanremo: the case of the balcony
Sanremo is a hot topic these days: what better opportunity to understand the mechanisms that led the hashtag #sanremoceres to be the 5th most used hashtag in the week of Sanremo 2016.
Irony, timing, but above all interaction with the public in real life, off-line: these are the "secrets" of this social media marketing activity that, as you will hear, has been a huge success.
How to apply it in your company
If you are wondering how it can be applied in SMEs, well it is not impossible or difficult: a company noticeboard, a sign in a sports center or a blackboard in a restaurant can be your "Ceres balcony"! The limit is your imagination.
Enjoy the viewing.
Transcript of the social media marketing and Twitter story telling video:
Do you remember the case of Ceres and the balcony in part in San Remo with the Ceres billboard that proposed from time to time Tweets from ordinary people addressed to the brand. This is a case of storytelling that the brand built around a main event, but using it in a very intelligent way to gain indirect visibility, both through its own social media and especially through interaction with its audience, with the people who follow this brand, but not only. Here is the case of storytelling branded Ceres, told directly by their brand manager with respect to the Sanremo event. Because then what happened, in San Remo in February of this year (2016) we understood that by bringing the activities to the street, doing activities that were actually real, the generation of content was much more interesting for consumers. It was much more interesting to follow the vicissitudes of Ceres in Sanremo for a week rather than reading a single post on the subject. So, this is the Ariston, you've all seen it on television, surely, we took the balcony next door. Now there is no video but basically I will tell you about the activity. The activity was "We are outside with a balcony. Make yourselves heard, Ceres is there" and we created an activity totally linked to the world of Twitter in which from the balcony next to the Ariston we displayed the best Tweets with the hashtag #sanremoceres. It means that in 5 minutes we printed with a plotter inside the apartment where we lived, among other things in really terrible hygienic and sanitary conditions, for 5 days the best Tweets with the hashtag San Remo Ceres. People saw our Retweet not only on Twitter, but also as a Tweet actually written on the balcony of Ceres for the benefit of the Rai cameras. The interesting thing is that compared to the other branded campaigns in February, which were always in partnership with Sanremo rather than Master Chef in that period, it had a monstrous result, so much so that we were the 4th hashtag, the 5th hashtag most used during the week of San Remo, and it is not a given to be the 5th hashtag most used for 5 days by the Twitter community. It means that people followed the activity from start to finish.
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