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Greggs harnesses social media to sell 1.5m doughnuts

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A social media campaign that takes credit for helping Greggs to sell more than 1.5m doughnuts has been recognised.

The Greggs Superstar Doughnut Awards campaign was launched to drive awareness of Greggs’ new range of sweet treats, with an aim of mobilising the bakery’s fans to spread the word.

Digital marketing agency Steel London used Facebook, Twitter and YouTube to turn the doughnuts into superstars with ‘real’ lives, jobs, friends and back stories competing to be crowned ‘The Greggs Superstar Doughnut of the Year’.

Results included the sale of 1.5m doughnuts, 13m Facebook and Google Search impressions, 150,000 visits to – a 13% rise on the previous month – and 47,000 YouTube views. The campaign won 11,000 new fans on Facebook and attracted 21,000 visits to the Superstar Doughnuts campaign hub, with thousands of doughnut vouchers claimed. Now the campaign has won gold and silver awards at the Digital Impact Awards.

Moray Twaddle, marketing manager at Greggs said: “Our Superstar Doughnut campaign provided us with an innovative and effective campaign that created record levels of engagement across our digital audiences and complemented our in-store campaign activity. We wanted to do something different to generate awareness of our new range of Doughnuts and position them as fun and relevant products, so that people would reappraise Greggs’ sweet offer. We certainly achieved these aims.”

Andy Hinder, Steel’s CEO, said: “The success of our campaign is stark evidence, that when done right, social media has the power to have a direct and positive impact on sales and improve financial results without breaking the bank.”

The win comes at a time when social media is being adopted by more organisations. According to Internet Advertising Bureau (IAB) research, 55% of UK organisations, including retailers, have adapted their business strategy to become more social.

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