The Green Mountain Coffee® Facebook community is rapidly growing with over half a million new fans last year, and that doesn’t include the personal engagements we see on a daily basis. Green Mountain Coffee® fans are eager to discuss their favorite variety, the people in their brew crew, and where they love to enjoy a cup. These fans are a spirited, savvy group who are up to date on cultural events and ready to match our wit with clever retorts of their own. By joining their conversations and creating micro-content that speaks to their interests, we’ve built extremely positive relationships with many of our fans. Throughout 2012, we learned a lot about the members of our community: who they are, what they enjoy, and how to relate to them. We’ve also found that some fans are so committed to their love of the brand that they’ll visit us every day to have a quick chat over a cup of coffee. By creating timely content that resonates with these fans, we can connect with them on a personal level. Likewise, we’ve developed the ability to tap into each fan’s personality by providing personalized responses that encourage them to remain active within the community. We have also leveraged the Facebook page to educate fans about current Green Mountain Coffee® goals and initiatives. Campaigns and Promotions Throughout 2012 Keurig® Vue® Brewer Giveaway: With the launch of the new Keurig® Vue® brewer, we wanted to build excitement within our Green Mountain Coffee® community. We gave 5 brewers to highly engaged superfans to increase enthusiasm for the brewer launch on our Facebook page. Fans then had the opportunity to enter a sweepstakes to win 1 of 5 other Keurig® Vue® brewers. 34,238 fans entered, and content surrounding the promotion received over 3 million impressions. Hazelnut Iced Coffee Launch: To celebrate the introduction of a new iced coffee variety, we held a 50,000-sample giveaway. Fans responded enthusiastically and were eager to taste the new brew. Wellness Brewed™ Collection Launch: Due to popular demand, Green Mountain Coffee® launched the Wellness Brewed™ Collection last September. Through a Facebook tab, we encouraged fans to learn about Focus Blend™ and Antioxidant Blend coffees and offered a coupon for trial. We also gained over 46,000 new fans through a small ad spend. Fair Trade Month: In celebration of Fair Trade month, we had a multi-channel activation that lived primarily on the Facebook page. This included videos of celebrity brand ambassadors, Fair Trade focused gifts and a ton of educational pieces. We saw over 223,000 new Facebook fans and 206,000 video views. The most exciting result of the Fair Trade campaign was the fact that fans began to recognize our content, learned about Fair Trade and shared our messaging with their friends! Between micro-content and larger campaigns, we grew an extremely engaged community on the Green Mountain Coffee® Facebook page. Fans aren’t just a metric for Green Mountain Coffee®. They’re the fabric of the brand, contributing thoughts and ideas as valued members of our online community.
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