We recently launched a hugely successful “Share a Pie” mobile app for Sussex piemakers Higgidy, which boosted their facebook fans by 80%, created real engagement among their customers, and introduced thousands of new people to their lovely homemade pies and quiches. This post is about how we did it.
We came up with the idea of a “Share a Pie” mobile app for Higgidy while we were chatting about their business and how they want it to grow. Higgidy has two main growth drivers: building distribution and encouraging sampling. Higgidy sells its pies and quiches through most major supermarkets, including Waitrose, Sainsburys and the Co-op. Retail space is highly competitive, and suppliers have to fight to maintain and grow their “share of shelf”. It’s vital that food producers can show that their products are popular, and that they bring people into the stores (“retail footfall”).
The second growth driver for Higgidy is reaching more people to try their pies and quiches (“sampling”) – and then converting them into Higgidy customers. Higgidy already has a loyal following (including a 18,000-strong fanbase on facebook), but they need more customers in order to grow their business.
With this as our starting point, our challenge was to come up with an innovative, interesting and useful marketing campaign to drive retail footfall and encourage sampling. It also needed to be consistent with the Higgidy brand, so we knew it had to reflect the their values of generosity and sharing.
The answer? An innovative mobile app which would enable Higgidy fans to share a personalised virtual pie with their facebook friends, which could then be redeemed for the real thing in-store. “Share a Pie” was born!
We designed and developed the app within a month, and launched it in late March 2014. Higgidy set a campaign limit for this first wave at 4,000 pie shares, which we all thought would be a good initial target in the four days up to and including Mother’s Day on March 30th. We went live on March 27th with a facebook post from Higgidy and a newsletter to their Higgidy Friends.
Four days for 4,000 pie shares? It turned out we were wildly off the mark! Only seven hours later, Higgidy’s facebook fanbase had soared by over 30% to more than 24,000 fans, and the 4,000 pie shares had already taken place. Higgidy’s reach, engagement and page activity levels had gone through the roof. By the end of that week, their fanbase had grown again, and stabalised at a net increase of over 6,000 new fans, or more than 50% more fans than the same time a week earlier.
Update: we re-ran the Share a Pie campaign for Easter, with similarly impressive results: almost 6,000 pie shares, over 4,000 new Higgidy facebook fans and over 4,000 new newsletter signups.
The winning formula? A fun and interactive mobile app which allowed Higgidy’s facebook fans to personalise and share a virtual pie with friends and family – and then enjoy a free pie!
Would you like to reach more people? Increase your customer engagement? Or simply stand out from the crowd? Contact Jumpstart for a friendly chat about how we can help you too.