Published 28 May 2013
Every company is trying to “be social” these days; most fail horribly. My recent favourite is this apparently scheduled tweet from Tesco just after horsemeat had (allegedly) been found in some of their frozen meals:
So you could be forgiven for thinking that a relatively small, family-owned supermarket business in the north of England, founded in 1847, wouldn’t be hitting the S-spot; well think again. Booths has only 29 food stores but one of the best online Twitter presences in the UK. They frequently trend on Twitter – and for the right reasons!
How to hit the S-Spot?
Working with their social media agency, Native LDN, they created #BoothsCheers. The original goal, they told me, was to have fun: “We wanted to take the extra step and connect with our community; we thought having a shared tasting experience would certainly allow that.” Each event focuses on a few specific (often alcoholic) products and covers a variety of aspects, from people’s suggested food matches to insights into the production of the product. But it’s all very accessible and there’s rarely any stuffiness – it usually ends up with the tweeters passing recipes around like some sort of Tupperware party. The original campaign, starting in mid-November 2012, ran for the six weeks leading up to Christmas and had a reach of well over two million people.
And they’re happy with the stats of the regular events that have continued in 2013: “we’ve trended #1 [on Twitter] each party so far”. Even though they monitor numbers (in terms of participants, tweets sent, reach, etc), and the events deliver “a definite peak” around sales of featured products, Booths reiterates that “our primary objective is to connect and engage with our brilliant community.”
What is incredible is how they make it look so effortless. But that’s clearly not the reality. When I asked them about their successes, they replied “Our greatest triumph is sustaining the excitement that our community has for each #BoothsCheers. We’re so thrilled that our community gets as excited as we do.” Anyone who has done any kind of marketing knows that this is not an easy thing to do.
So what does the future hold? I’ve been assured that #BoothsCheers will be returning nearly every month, each time tasting something new with their community. “We hope to keep growing the success of the party and keep our community entertained with the fun!”
I’ll drink to that. Cheers Booths.
Booths invited me to join their #BoothCheers events, but I received no remuneration other than food and drink. All opinions are still my own.