Our objective was to participate in the trending March Madness conversation to reach and engage our largest and most active social audience.
At the start of March Madness, we introduced the ultimate bracket competition to see which pillow pack flavor of ramen noodles has the fan power to make it from the Savory Sixteen all the way to being crowned our 2018 Ramen Champion through the use of Facebook & Twitter polls.
#MaruchanMadness sparked conversation and engagement amongst our core consumer, as their loyalty to the brand and passion for the product / flavors was evident from the first tip-off to the last. Their excitement in sharing their favorite flavors, while also discovering new flavors that they had yet to be aware of drove spikes in conversation and reach. It also generated purchase intent, evident in comments about how they can't wait to try a newly discovered flavor. Our performance summary across Facebook & Twitter over a mere 25 days exceeded our expectations:
• 391K Total Reach
• 847K Total Impressions
• 26K Total Engagements
• 12.6K Total Poll Votes
• 6.4% Engagement Rate
• 54K Total Subscribers
• 1.7K Total Gained Subscribers
While not a primary objective, we increased our followers by over 1.7K during the campaign, an average of 70 followers a day across Facebook and Twitter. Our 1.6K increase in subscribership on Facebook over the 4-week long promotion was an increase of 3x from our follower increase for the entire month of February.