IGA delivers surprise love song videos for customers for Valentine’s Day via Razorfish

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IGA_Valentines.jpgIGA has kicked off its social media campaign for Valentine’s Day with a love-themed social response initiative. Implemented through Twitter the activity will surprise customers with personalised love songs for their ‘special someones’ via digital agency Razorfish.

 

Through this social mechanic, Twitter users will be encouraged to tweet a message for their loved ones using the hasgtag #IGAloveSongs. Local musicians will then turn selected tweets into succinct, personalised songs which will be housed on Youtube and Vine platforms and tweeted back at the user in video form.

With the insight that Valentine’s Day is a holiday that is notoriously left to the last minute, and as greetings cards continue to be replaced with online alternatives, IGA saw an opportunity for a surprise-and-delight response activity to help engage a growing social community.

 

Ram Bhat, national digital marketing manager at Metcash Food and Grocery sees this activity as a key opportunity to increase IGA’s social media presence:

 

Says Bhat: “Social media has been a focus for our digital team over the past couple of months. Having launched Facebook back in November we have grown to over 35,000 likes.

 

“With the Valentine’s Day theme, we saw there was a gap in the market for an interactive campaign like this in Australia. It’s something very unique and provides an opportunity to continue to build an organic community.”

To date, IGA has seen strong social media growth since it became a focus in November 2013, with Facebook growing to over 35,000 likes and Twitter to over 1,700 followers. In the lead-up to Christmas IGA ran a ’12 Days of Ham’ Facebook competition to celebrate IGA’s award-winning Naturally Smoked Bone-In Leg Ham. At the end of January IGA’s Australia Day campaign, ‘Say G’day Day’, was supported by Twitter activity involving two Australian sketch artists who responded to Australia Day tweets with surprise illustrations.

 

IGA will continue to keep social at the core of all its communications and campaigns to support its strategy of encouraging customers to shop local.

Client: Metcash Food & Grocery

Metcash Food & Grocery National Digital Marketing Manager: Ram Bhat

Metcash Food & Grocery Digital Specialist – Campaigns & Web: Marc Keegan

Metcash Food & Grocery Digital Specialist – Social Media: Sunny Singh

Digital Agency: Razorfish