Coupon Aggregators Assist Green Mountain Coffee in Roasting its Competition
Green Mountain Coffee had a monumental week as its Retail Social Juice number climbed to 893, nearly dethroning Lowe’s as the brand with the highest-recorded score on the RSJI. However, for Green Mountain Coffee, it was for all the right reasons.
The brand sponsored the “Ultimate Hot Cocoa Giveaway,” offering 12-count boxes of GMC Café Escapes Hot Cocoa K-cup packs to fans who signed up on the promotional tab. The deal was promoted via Green Mountain Coffee’s Facebook pages and quickly picked up by coupon aggregator websites and Facebook pages. The aggregators shared the deal and caused a rapid influx of new Green Mountain Coffee Facebook likers and comments, as well as tweets thanking the brand for the giveaway. Green Mountain Coffee proved itself a brand that truly understands the importance of socializing over advertising, by consistently responding to customers’ compliments and customer service questions.
Other giveaways from Dress Barn and Advance Auto Parts also earned high engagement this week. Dress Barn received lots of “liker love” on its Facebook wall after offering the “$250 Complete Outfit Giveaway,” and Advance Auto Parts encouraged engagement by offering gift cards to likers if they could collectively list more than 632 songs about cars or trucks on the brand’s Facebook wall. With more than 1,400 responses, the list more than doubled the previous record!
But it was Weight Watchers’ “Believe” campaign starring Jennifer Hudson that topped the charts by providing fans with a “Reason to BELIEVE” every day of the week. The brand utilized polls, promoted events and quotes to engage fans and also posted daily content that earned high engagement and inspired community members to share their own experiences, favorite recipes, success stories and more.
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