Campbell Help Hunger Disappear Facebook App
We recently launched a Facebook application to support Campbell Canada’s Help Hunger Disappear™ campaign. As of July 27th the app has 12,846 users.
Deliverables:
- We developed a custom Facebook application to allow users to give their friends virtual cans of Campbell Soup. Campbell Canada will then donate a matching real can for every can given and accepted on Facebook. We focused on making the application simple to use and easy to spread virally.
- We built Campbell a professionally designed, custom website through which visitors could explore all the parts of the Help Hunger Disappear™ campaign, and be directed to the Facebook application.
Execution:
Click here to go to the application’s homepage on Facebook. You need to be logged in to Facebook for the link to work.
Visit the www.helphungerdisappear.com website.
The Facebook Application:
The www.helphungerdisappear website
Commentary:
Facebook users have not reacted that positively to overtly branded applications. Brian Morrissey mentions a few of the high profile brand failures in this article from ADWEEK. As I wondered as to why this might be (and how to avoid becoming another statistic) I hypothesized the following:
- Facebook users care most about how their network perceives them. Social status is the currency of Facebook.
- Most actions on Facebook are done by users to enhance how their network feels about them. i.e. they send their friends a funny video, a photo or a fun game so they can be seen as the source of humour. They post photos of the hot guy kissing the new girl at the party so that they can be seen as the source of news, gossip etc. See the graph from McKinsey & Company below.
- Activities that allow the user to increase their social status are likely to do well.
- On judgment, I thought that many Facebook users would think that being seen donating to the foodbank was good for their social status as long as the application did not look like purely a shameless sales pitch.
In 3 weeks the app reached over 8,100 users starting from two people and spreading virally. The app has reach 12,846 users as of July 27th.
We’d appreciate any comments or feedback you may have on the application.
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Tags: CPG, Facebook applications, social media, Web 2.0