We have seen in the past innovative usage of Twitter for many purposes like crowdsourcing ideas, providing customer support etc. Have you thought if Twitter could be ever used as a medium to launch a new store of a food chain? Faasos, a food chain specializing in various kinds of vegetarian and non-vegetarian wraps shows us how a store could be launched with the help of Twitter. Faasos began its journey from Pune, a lively Indian city which is known for its youth crowd. After consolidating their presence in Pune, Faasos ventured into Mumbai, the commercial capital of India and recently decided to enter South India’s most buzzing city, Bangalore. The choice of city was itself great as Bangalore is a cosmopolitan city and majority of them would have heard / tasted wraps in the past.
Faasos has effectively leveraged Twitter in the past by taking orders on this platform which has been a noted case study in the Indian social media space. So, I guess it wasn’t tough for Faasos team to crack the code of launching a store using Twitter. Faasos impressed a lot of Mumbai and Pune residents with not only their tasty and wide variety of wraps but also with innovative Twitter campaigns that kept these people hooked to the brand.
What all options did Faasos have to launch a store on Twitter? What do you think? A few I could think of are:
- Organize a Tweetup with Twitter influencers of Bangalore
- Organize a massive generic meetup at the new store
- Start following and interacting with Bangalorean foodies through diligent social listening efforts
- Conduct a Bangalore city oriented quiz / contest on Twitter
- Conduct a contest based on Bangalore snack consuming behaviors
But, Faasos took a different route and an impressive one, indeed!
Did you notice in the early part of this blogpost where I mentioned that Faasos had already garnered lot of followers from Mumbai & Pune? Faasos leveraged their followers in an innovative manner. Faasos promoted a hashtag #60forFree wherein they asked their followers (majority of whom were from Mumbai & Pune) to tag one of their Bangalorean friend and suggest a reason why their friend should be given a free wrap.
Isn’t this an amazing strategy to leverage existing follower base to enter a new territory? I feel it indeed is for following reasons:
- Builds confidence in new set of target audience about the brand and the product offering
- It’s a reliable way of talking to new set of target audience as a brand is introduced through one of their friends
- As the product offering was ‘comparatively new’ the initial resistance to try out a new product gets evaded when the target audience’s friend is recommending the same
- This contest helped Faasos to identify Bangaloreans who are fond of / willing to try out wraps, which reduces the burden of Faasos to hunt for relevant target audience
- The most important thing to be noticed here is that people participating in this contest weren’t given any rewards and yet they participated in large numbers! This is absolute exhibition of pinching the social identity trait of Twitter users. Also, this tactic is different as brands mostly think that people would participate in a contest only for themselves!
- As the new target audience were introduced by their friend, they wouldn’t be surprised when Faasos would start interacting with these Bangaloreans on Twitter in the next stage
- Last but not the least, this contest really capitalized ‘the social network’ effect by forcing people to think about / recollect their friend located at Bangalore; show love towards their friend and gift something that they like
We marketing researchers call this as snowball sampling method, but on social media this contest has shown how a particular node in social network can be capitalized to reach other nodes with ease & with good level of confidence.
Hats off to the Faasos team!