Pacific Souper Heros
Pacific Natural foods wanted to channel the brand's altruistic attributes by focusing an online campaign around their community involvement with the Oregon Food Bank. Pop Art created a Facebook Tab Application to help rally their online community.
TAGS: Social Marketing, Facebook Applications
The Challenge
Pacific Natural Foods donates regularly to the Oregon Food Bank, an effort that supports their company value of giving back. This year, Pacific wanted to give their customers a chance to participate, while educating consumers on the Pacific brand values.
Strategy
A Facebook application lets fans virtually donate soup two ways: like the brand or post the challenge on their wall. By way of thanks, Pacific also created a sweepstakes whose prize was a community-building cooking class that fans entered with a simple e-mail subscription.
Results
Through the Facebook app, we rallied support and increase the size of the Pacific Facebook community greatly. We were also able to increase newsletter subscription by the thousands and, most importantly, customers donated over 8,000 boxes of soup to the food bank!