Challenge
Leading UK loyalty programme Nectar Business asked The Crocodile to devise and execute a social media programme that would help prove its value to SMEs – and find new ways to develop relationships beyond the core activity of collecting and redeeming points with its partners.
Approach
As well as encouraging SMEs to collect and spend points – typical of any loyalty programme – The Crocodile and Nectar Business created a more multi-dimensional brand and collector experience through social channels. The activity sought to engage with, champion, and reward small businesses through a range of messaging and approaches, fostering a dialogue between collector and Nectar Business.
Facebook and Twitter were identified as the core social channels, since many SME owners and managers are already actively engaged on these platforms, for personal use as well as to promote their businesses
Delivery
Through ongoing audience profiling and the use of sophisticated social listening tools, the activity balanced organic and paid social techniques on Facebook and Twitter to optimise budgets and maximise reach and performance.
The Crocodile also recognised the critical importance of exciting and igniting the imaginations of the partner network, and empowering them to share social content. This enabled us to further extend the reach and impact of centrally managed organic and paid activity.
Creating Moments that Matter
The programme’s initiatives included:
- Collect: #NBTakeTheCake – celebrating Nectar Business’ 10-year anniversary with clever video and cake-based social conversations.
- Spend: ‘Find the Prize Package’ promotion – raising awareness of the breadth of redemption partners.
- Engage: #MotivationMonday – inspiring conversations and engagement.
- Champion: #NBStarBusiness – identifying and lauding SME heroes.
- Reward: #12Days12Prizes – featuring key partners in the run-up to Christmas.
