Orange Leaf | Increasing Customer Engagement Via Social Media
Orange Leaf Frozen Yogurt is a self-serve, choose-your-own-toppings frozen yogurt (“froyo”) franchise with more than 300 locations in the U.S. and Australia. The company offers a multitude of delicious traditional and original flavors, including no-sugar-added, gluten-free, dairy-free and vegan alternatives.
Customized with a generous selection of do-it-yourself toppings, Orange Leaf provides an innocent indulgence, “self served” in a stimulating atmosphere. In 2014, Entrepreneur ranked Orange Leaf as one of the top three new franchises, and Technomic ranked the company as one of the top five fastest-growing chains.
Despite this impressive growth, the company recognized that it needed to expand its relationship with current and prospective customers via social media. The company had Facebook, Pinterest, Twitter and Instagram platforms, but the resulting engagement levels were low.
Orange Leaf turned to GFM to develop a social media campaign to increase the company’s engagement with social media savvy customers. GFM noted that the company’s customers skew female and 21-45, perfect candidates to engage in a highly visual campaign via social media platforms such as Facebook, Pinterest, Twitter and Instagram.
To accomplish this, GFM conceptualized, designed and executed the "This or That" Facebook campaign for Orange Leaf. The campaign incentivized fans to submit images of their froyo creations via social media, and the best images would be chosen and pitted against each other in a head to head "This or That" contest on Facebook. The winner of each "This or That" competition would win a gift card for free Orange Leaf froyo.
The campaign met the three primary criteria GFM identified during the planning phase:
- Extremely cost-effective/ROI
- Leveraged user-generated content
- Resulted in high engagement
As a result of the "This or That" campaign, Orange Leaf gained an average reach of more than 9,000 for each Facebook post, and the campaign images consistently ranked higher than stock produced images that the brand also released on Facebook.
The brand also launched used the campaign to launch its official Instagram channel and began posting the "This or That" image. With the help of the "This or That" campaign, Orange Leaf had approximately 1,000 followers on their Instagram channel after just 2 months and an above average level of engagement on each image posted.