Melt

The Power of FREE

Client: Melt Organic

Market: Regional U.S.

Challenge

Melt Organic launched in 2009 with a line of butter alternatives made from fruit and plant-based organic oils. As their brand continued to “spread” to different stores across the country, Melt wanted to use social media to their advantage to incentivize product trial and build a fan base that would advocate for their healthy options.

Solution

Melt added the Smart Deals app to their Facebook Timeline and offered fans, old and new, something they couldn’t turn down - 1 FREE product after sharing! CoupSmart powered the giveaway, tracking coupon activity, and gleaning customer/fan insights unavailable elsewhere. Melt followed up the free coupon with additional Smart Deals, continuing to engage with their fans as a whole, reaching out to new ones, and building a valuable database of information to inform their overall marketing strategy.

Results

• Campaign one offered fans a FREE personalized coupon when they shared with friends. The app closed automatically once the allotted amount were claimed. In less than a day the brand grew their fan base by 16%!
• Campaign two delivered 50% off the same product. Performance here was much lower, attracting few new fans and a claim rate of 1%.
  
• For campaign three, FREE returned to a warm reception of 18% fan growth, and all coupons claimed in 2 days
  
• Removing switching costs brought trial of something unfamiliar. Now, the ability to educate will lead to advocacy.
  
• Melt is now building fan loyalty through targeted rewards and great social content centered around the spread’s versatility as part of a healthy lifestyle.