- Case Studies
BakersBodega, a Los Angeles-based baking supply warehouse store, had a minor online presence with an ignored website, a defunct blog, a moribund Facebook page and a taciturn Twitter account.
While the company did have a steady customer base who loved shopping in the store, it was not adept at bringing in new customers.
Together, the RhinoForce team and BakersBodega decided it was imperative to get people talking about the baking supply store. People needed a reason to say the name BakersBodega and tell others about it.
We agreed that the best way to get people not just talking about BakersBodega, but actually telling other people about it, was to have them promote the store while promoting something of their own creation.
Many blogs have no real “identity” and thus are stale and boring. In order for a blog to be engaging, an author’s personality must shine through. For this, we created a BakersBodega personality in the form of ‘Beto the Baker’ who appears in the BakersBodega logo.
With careful consideration of who would mainly be reading the blog (baking hobbyists) and what type of content and personality they would most appreciate, we decided Beto’s personality would be frivolous and fun and the main content of the blog would be BakersBodega news (events, contests, photos) and cake decorating tutorials.
We also left it open to the possibility of doing some more serious entries like interviews with baking industry experts and inviting some guest bloggers to contribute.
The RhinoForce team and BakersBodega team agreed that this type of light-hearted personality would best serve the loyal BakersBodega fan base and help recruit new fans, too.
With the blog’s personality set, it was restarted with an eye to giving customers what they would most likely want in a baking blog.
We knew that to get the restarted blog out to customers, we would have to use social media. First, we identified as many potential BakersBodega fans and baking industry influencers as we could find on Twitter and followed them, causing many of them to follow BakersBodega in return.
Once we had increased followers, we started posting the BakersBodega blog posts on both the Facebook page and to the company’s Twitter account, making sure to utilize hash tags when doing so.
Together, the RhinoForce and BakersBodega teams decided that if customers were going to be relied on to promote the brand, it would be a good idea to have them promote something of their own creation. We needed something that would motivate them to do that.
After a few different ideas were kicked around, the teams concluded that a cupcake decorating contest where the winners are based on the amount of Facebook likes they receive would be best. This would motivate customers to promote their cupcake designs, promoting BakersBodega at the same time.
With Halloween approaching, a Halloween contest was both relevant and timely, as well as being fun for contestants. We wanted something that would really let their creativity shine through.
The contest was simple. Customers sent in photos of their recently decorated cupcakes to a designated email address. Someone from the RhinoForce team then uploaded the photos at a predetermined time each day. Contest entrants were then free to promote their cupcake photos as they saw fit. At the end of the contest, Facebook likes were counted and the winners determined. It ran from Sept. 27 until Oct. 23, 2013 and was open to all US residents.
In their bid to win the contest, the store’s customers told their Facebook friends about the contest and asked them to vote for them. They tagged their friends in their cupcake photos, tweeted to their Twitter followers to vote for them, and one contestant even allegedly organized her own raffle in her bakery to garner likes by giving away free cupcakes.
In the meantime, contest updates were posted to social media, as well as reminders for people to vote and tips on how best to promote contest photos. This was all done to support the contest and to encourage the contestants to continue with their promotion.
We also instructed the BakersBodega team to support the contest in store in the physical store with posters and by telling customers about it and encouraging them to enter.
Together, the BakersBodega Halloween Cupcake Contest, the revamped blog, the increased social media activity and the in-store support from the BakersBodega employees all served to increase brand recognition in and around the Los Angeles area and across the USA.