Colchester VT: Through the use of social media MyWebGrocer launched a customized Facebook application in twenty-one countries for premium ice cream manufacturer, Ben & Jerry’s. The custom Facebook application provides Ben & Jerry’s 900,000 Facebook Fans with enhanced lines of communication from manufacturer to consumer and consumer to manufacturer.
The global Facebook application, launched on April 14th, enabled Ben & Jerry’s to collect valuable global email addresses of their Facebook Fan base and provide consumer insights for individual countries. These email addresses opened the line of communication allowing Ben & Jerry’s to send news, product updates, specials and other relevant communications to their consumers. It also gave Ben & Jerry’s insight on how to geo-target their advertisements within different markets, and give insight for future product development based on country specific trends.
The custom Facebook application, “Do the World a Flavor”, mirrored the promotion from Ben & Jerry’s website and further enhanced their marketing promotions currently in place. MyWebGrocer worked with Ben & Jerry’s internal development team to make their application function on Facebook.
“We were excited to be able to offer a solution to a key client’s problem” explains Gerry Howatt, Director of Marketing Services at MyWebGrocer. “While discussing an email acquisition program we were launching for Ben & Jerry’s, they expressed the desire to also capture information from their Fans on Facebook. MyWebGrocer had made the commitment to creating solutions for grocery retailers on Facebook, so it was an environment we knew we could navigate for Ben & Jerry’s.”
“MyWebGrocer worked diligently on creating a Facebook application that truly mirrored our brand” explained Katie O’Brien, Web Marketing Manager of Ben & Jerry’s. “Their level of dedication and detail oriented skill set made them a pleasure to work with. We had many changing needs throughout the course of this project and MyWebGrocer was completely flexible. Our Facebook application opens the lines of communication between us and our Facebook fan base.
About Ben and Jerry’s:
Known not only for their funky flavor names like Cherry Garcia®, New York Super Fudge Chunk®, and Phish Food®, but for their dedication to social causes, the company operates its business on a three-part mission statement emphasizing product quality, economic reward and a commitment to the community. A wholly-owned autonomous subsidiary of Unilever, Ben & Jerry’s contributes a minimum of $1.1 million annually through corporate philanthropy that is primarily employee led. Additionally, the company makes significant product donations to community groups and nonprofits both in Vermont and across the nation. The purpose of Ben & Jerry’s philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding, and to support our Vermont communities. For the full scoop on all Ben & Jerry’s fabulous flavors and social mission initiatives, visit www.benjerry.com.
