A critique of an organisation’s digital engagement strategy
I for one am a great lover of Innocent drinks and I am sure pretty much every single person would agree with me when I say they are extremely digital media savvy. The well-known brand sells almost 3 million smoothies per week, they are also 90% owned by the famous brand ‘Coca-Cola’. I mean, if 3 million smoothies a week doesn’t shout successful drinks brand, I don’t know what does.
In recent years innocent have become recognisable by their fun, playful and simple visuals. Their online social presence is incredible and hits just the right spot – as this is shown by their sales figures – turning over nearly £200 million each year.
But what makes their digital strategy so much better than anyone else’s?
Well first of all, they have an extremely good sense of humour. They have the right amount of serious with the right amount of sassy. All of what innocent do is light-hearted, friendly and everyone can appeal to it – even children. The way their images and font are so easily readable, makes it a very family friendly brand. Rather than focusing on sending out marketing messages, innocent aimed for interactivity and engagement with their customer which landed them top spot on 100 best social brands.
Facebook and Twitter
Innocent drinks have 545,513 likes on Facebook and 223 thousand followers on Twitter. That is a lot of likes. That is a lot of followers. Innocent utilise the cover photo on Facebook to advertise some of the events they have going on. For example, right now they are advertising the ‘innocent unplugged – a weekend off the grid’ which is a festival for adults specifically stating no telephones allowed – no Wi-Fi, no signal, just a load of innocent fun! As well as advertising events, innocent use the cover photo to demonstrate what they do for charity. Innocent are very big on the work they do for charity, the famous ‘innocent big knit’ sends 10% of the money customers spend on the product and send it over to the charity ‘age UK’.
On their Facebook page, along with their twitter, innocent post a stream of comical pictures and videos keeping in line with their always light-hearted tone. As well as these funny posts, innocent ensure they are keeping their audience kept up to date on any new products, events or changes.
Another aspect of Innocents Facebook and Twitter stood out to me; this was the quick, concise replies to customers’ complaints, complements and queries. Similarly, like the rest of their brand, they keep to the friendly, light-hearted and fun replies.
Making use of relevant interesting hashtags, Innocents’ content is easily accessible, readable and shareable, therefore promoting brand engagement with customers. They actually drove a 35% engagement rate on their Twitter ads by using their fun, interactive strategy.
Innocent have a huge following on Instagram, almost 60 thousand! The posts usually support the same theme as their brand, real fruit turned into cartoon animals. As you can see below this is one of their most recent pictures. Posting amicable, fun images engaging customers to ‘like’ their posts further spreading the brand onto other followers time lines. As a student, Instagram is used at large and it is so by many other age groups, so this platform of digital media really reaches to a large amount of individuals.
I also observed that in almost every picture, the brand includes the innocent logo, could this be for copy right reasons? Maybe. But still sharing brand awareness at the same time.
Television – ‘Chain of good’
For their television adverts innocent focus of their area of charity. Their motto is ‘tastes good. Does you good. Does others good’. Their ‘chain of good’ shows how people in the UK buying their products goes a long way in helping those in countries such as Uganda. Their adverts make good use of visual and brand storytelling making their adverts thoroughly enjoyable and easy to relate to for customers all around the world (also while increasing credibility). Storytelling allows people to feel something toward the brand, the ways in which the advert has used good use of humour and happiness allows the customer to feel happiness and positive feelings towards the brand. Their content is fresh, funny, and never dull – always entertaining and that is what makes good visual story telling, keeping the viewer interested.
Using ‘Mark’ to portray us customers by showing all the good he could do if he chooses innocent, and all the bad he will do if he doesn’t. The advert is very easy to follow and portrays innocent well as a brand.
Website and Blog
Innocent have a blog on their website in which they update very regularly. Their websites include ways to connect with their customers through their different media platforms – including the ones Facebook, Twitter and Instagram.
Innocents blog provides information on what the company is up to, making regular updates on events, changes to the company and also just a bit of ‘chit chat’. The blog provides entertaining and easy to read text. I also noticed customer queries were sometimes addressed on the blog if they felt the question would benefit being answered to a lot of people.
Blogging is now a very largely used tool of digital media and innocent take advantage of this, using it to a great standard to again engage with their customers and let the personality of the company shine right through.
After analysing all the good digital media innocent utilises, Joe McEwen (Innocent CEO) still doesn’t support the claim that traditional PR is dying. Joe McEwen argues that digital and traditional media must get along in order for organisations marketing and PR strategies to work.
For me their strategy is brilliant, and is one of my favourite food and drinks company and I would love to be a part of something this great one day. Funny, fresh and always on trend Innocent have it down to a T. They know exactly what their audience want and ensure they give it to them time after time.