GLOBAL - Pringles has topped Cream's Facebook
Advocacy Index for FMCG brands, with a weighted fan population of
Online intelligence service Cream
(www.creamglobal.com) compiled a list of the top FMCG brands as
they ranked by fan pages in Facebook.
The number of official fan pages was
tallied along with 'unofficial' fan pages for the ranking, with the
number of 'hate' pages factored in as a negative in the
scoring. Members of unofficial fan groups, set up without any
influence from the brand, were weighted higher than official
members. The top 10 was dominated by big food/drink owners
P&G, Unilever, Kraft, Coca Cola and Nestlé with brands:
Pringles, Cadbury, Milka, Ben & Jerry's, Dr.
Pepper, Kit-Kat, Sprite, Nescafé, Lynx and Old Spice.
Cream editor Olivia Solon explains:
"At Cream we analyse the most innovative marcomms from
around the world, and noticed that increasingly brands use their
achievements on Facebook as a ROI benchmark for their campaigns.
What was missing was context for their achievements -
how many fan pages could be considered good, average, or down right
amazing? Our Facebook Advocacy Index benchmarks the popularity of
these brands. Many of the higher ranking brands in Cream's index
reflect the brands' success in harnessing the power of social media
- almost all of the top 10 have rolled out specific campaigns to
increase their influence in Facebook and increase their connection
with their customers."
The prime example is Pringles who, in
Australia, invited Facebook users to create their dream party -
choosing a venue, a modular band, and 100 of their friends as
guest. The app created a Flash clip of their ultimate party and
users could post the film to their page. Other users could
comment and vote on the party - or create what they thought would
be a better party.
Pringles actively engaged in consumer
conversations on the fan pages, and gave away free music downloads
as spot prizes. This proactive approach led the Pringles Australia
fan-page to become the number one Facebook Fan-Page in Australia
with more than 266,000 fans. It then went viral across the Facebook
universe, delivering the Pringles message to 7.1 million Facebook
users, the total Facebook Australia population at that time.
Pringles experienced a massive 200% leap in sales within two weeks
at key retailers during this time period.
The Top 20 in Cream's Facebook Advocacy
Index, FMCG brands:
Methodology: We added the number of fans of official Facebook
pages to the number of unofficial Facebook fans.To get a copy of
Cream's Top 50 Facebook Advocacy Index, contact:firstname.lastname@example.org