Case study
Greggs parties attract 23,000 new fans... and put a lot of smiles on faces
Smart social campaign for Greggs
To celebrate Easter and the Royal Wedding, we held 5 online parties at greggs.co.uk and gave away 1000s of virtual Party Bags with vouchers - we called it ‘Party Time!’
The party dates were announced in advance, but the start times were kept a closely guarded secret. This helped generate enormous anticipation and drove a lot of new fans to the Greggs Facebook page throughout the campaign period.
The parties saw our busiest ever days on Facebook with hundreds of posts by fans each day. We also welcomed another 23,000 new fans to the Greggs Facebook group during the campaign period.
As part of the fun, we also asked ‘who would you invite to a party and why?’ There were over 40,000 answers submitted at greggs.co.uk.
Thanking the Community Stars
As well as giving out virtual Party Bags and vouchers, we also took the opportunity to thank the real stars of the show at this time of year - and that’s the Community Stars who had to work, keeping the country going, while so many people had the chance to party.
We launched an online search to find deserving groups who were missing out on the Royal Wedding celebrations. Nominations flooded in and worthy groups across the country were chosen to receive an impromptu party with Greggs food, to thank them for their services.
We delivered delicious Greggs Party Platters - and a lot of smiles - to 12 deserving groups who had to work on the Royal Wedding Bank Holiday.