Social media case study: Tabasco

The Objective

Despite high levels of awareness, TABASCO® has a challenge to drive frequency of usage and penetration within the UK.

The Target

Create a social programme that would drive frequency of usage and penetration within the UK (which meant going far beyond “likes”)

The Strategy

In order to drive penetration, Spinnaker needed to do more than preach to the converted. Spinnaker therefore set the primary Facebook KPI as “reach”. They did this by creating a balance of different types of content that would not only engage existing members, but more importantly, encourage them to share. Spinnaker focused the strategy around “bite-sized” wall content, designed to get the audience talking about TABASCO®, and inspiring others to use it. To drive this content further, Spinnaker then used a selection of Facebook media to combat Facebook’s Edgerank algorithm, and reach a whole raft of new potential fans.

Additionally, TABASCO® sponsored the Food Network channel in the summer of 2013 with a series of ‘dancing tongue’ TV bumpers, demonstrating how a splash of TABASCO® will get your taste buds dancing. Spinnaker maximised this opportunity by creating a Facebook App encouraging people to upload a short ‘dancing tongue’ video, for a chance to feature in the actual bumpers on TV. This was then supported by its own “bite-sized” dancing tongue wall content to drive engagement, and amplified further on Twitter using #DancingTasteBuds

The Results

Spinnaker surpassed all KPIs with a peak monthly reach of 3 million, and an increase of over 200% in engagement.