Monday, August 17, 2009

Singapore’s FairPrice leveraging Facebook – An impressive Social Media Marketing Strategy

Supermarket chain NTUC FairPrice has entered social media with a Facebook profile 'That's My FairPrice', already supported by a huge fans base. According to press statement the supermarket chain acquired about 1,000 fans just three hours after its launch. As on 18th August, it had 7,595 fans on facebook.

Presently, it is running an online contest, “That’s my Family” Contest, where it is inviting its fans to post their & their family’s photo on the wall and add a short caption.

Once the photo is uploaded, users are then asked to share their post with their friends and tag at least 20 friends to get them to “Like” your post. If any particular user has the most “Liked” entry at the end of the contest, that user will win the Grand Prize - S$1,000 NTUC FairPrice Gift Vouchers! Also, if any user is among the Top 3 “Liked” entries of the week, he/she stands to win S$100 NTUC FairPrice Gift Vouchers!

Initially, to promote the Facebook profile, NTUC FairPrice also launched an advertising campaign featuring a TVC. The campaign was developed in partnership with iHub Media and FairPrice's media agency MPG. The new Homepage Reach Block Video Fan ad unit, claims to ensure two million impressions and up to a maximum of five impressions per user.

“This debut into social media is yet another channel for us to enhance our relationship with customers, so as to understand and better serve their needs. We will continue to explore new channels to engage our customers, fulfilling our brand promise in delivering excellent customer service.” -- Jeremy Khoo, deputy director of marketing communications at NTUC FairPrice

In Singapore, Facebook reaches more than 1.4 million internet users, or 50 per cent of the web population (comScore Media Metrix, May 2009), with an almost even representation in each age group. On average, more than 366,000 Singapore users log in to Facebook every day.

Last year NTUC Fairprice appointed Euro RSCG and MPG as its creative and media agencies following a six-way review. The retailer also appointed local interactive shop Manic for a website revamp.

References: Brand Asia and

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