Did you understand that Ben & Jerry’s has an ice cream taste referred to as Netflix and Chilll’d?

A peanut butter ice cream with candy and salty pretzel swirls sounds excellent to go together with your Netflix date evening, doesn’t it?

(Or, in my case, it feels like the right ice cream to cry into while I spend yet one more evening watching motion pictures on Netflix all on my own. *Sniffles*)

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So, is Ben & Jerry’s simply an ice cream firm that makes scrumptious ice cream for film nights and different mundane events?

Hell, no!

In a time, the place manufacturers are nonetheless skeptical and confused about whether or not to take a stand towards controversial points, Ben & Jerry’s doesn’t suppose twice about sharing their beliefs and vocalizing what they stand for.

Whether it’s a tweet from Ben Cohen (the “Ben” from Ben & Jerry’s) recounting his personal white privilege, or a social put up illustrating how you can defund the police and defend the black communities, Ben & Jerry’s aren’t afraid to supply their opinions on defining problems with the day—even at the price of dropping cash.

To discover out what units Ben & Jerry’s aside from the remainder of the ice cream manufacturers, we took a deep dive into Ben & Jerry’s social media habits, efficiency, and their strategy to controversial world points. We’ve additionally packed in a number of takeaways for any model that aspires for a social media presence like that of Ben & Jerry’s.

About the report

This Ben & Jerry’s social media report is created utilizing Falcon Benchmark. It listens to over 100,000 manufacturers and helps our shoppers create extra partaking content, get extra certainty round their social technique, and automate their reporting.

We analyzed Ben & Jerry’s main social media profiles throughout Facebook, Twitter, and Instagram from July 2019, to August 2020. Here’s what we discovered.

Ben & Jerry’s on Facebook

Follower progress

Ben & Jerry’s largest fan following comes from their Facebook web page which boasts over 8.Eight million ice cream fanatics.

If you have a look at the graph under, you’ll be able to inform that Ben & Jerry’s has had fairly a number of noticeable dips and upticks in fan progress throughout the analyzed interval, which general resulted in a damaging fan progress charge of 0.22 %.

So, the curious minds that we’re, did a bit of digging utilizing Falcon Benchmark to see if Ben and Jerry’s ran any campaigns or posted one thing controversial on social that will have price them a number of thousand followers.

But no, that wasn’t the case. Ben & Jerry’s was crystal clear!

So, our greatest guess is that Ben & Jerry’s might need indulged in some spring cleansing and gotten rid of all of the pretend followers. It’s both that, or Thanos snapped his finger and worn out 0.22% of Ben & Jerry’s followers on Facebook. Our cash is on the latter.

Content Strategy

Ben & Jerry’s revealed 355 posts of which 142 have been movies, 121 have been images, and 92 have been plain textual content posts. Posts with plain exams noticed the very best engagement adopted by images after which movies.

Ben & Jerry's facebook content strategy

What was so partaking about Ben & Jerry’s plain textual content posts, you ask?

Well, for starters, most of those posts had nothing to do with their ice lotions.

A good chunk of those plain textual content posts was all linked to Ben & Jerry’s weblog articles that threw gentle on controversial world points and the social causes that Ben & Jerry’s cared about.

Here are a number of high partaking plain textual content posts from Ben & Jerry’s:

Exhibit A: There’s one different factor that melts when uncovered to excessive situation that’s not your common chocolate sundae and that’s our planet. Climate change is actual, individuals!

In this put up, Ben and Jerry’s shared a hyperlink to their article explaining their participation within the youth-led local weather motion and what the corporate did and continues to be doing to fight local weather change.

Exhibit B: The homicide of George Floyd by cops led to tens of millions of Americans taking to the streets which birthed the Black Lives Matter Movement, a world rally towards police brutality, systemic racism, and white supremacy.

Qualified immunity permits cops, whereas within the line of obligation, to do just about something to anyone, with out worry of punishment. Here’s a put up from Ben & Jerry’s explaining why certified immunity has to go.

Exhibit C: The very last thing you need from college students, particularly these belonging to the Black and Latinx group, is to really feel monitored and frightened than secure and supported in school. Here’s what Ben & Jerry’s needed to say on faculty policing and the front-end prison justice reform.

Now you understand why these posts, particularly, obtained extra engagement than nonetheless life pictures of ice lotions.

Promoted posts

A cool performance in Falcon Benchmark is that it could actually detect posts which were promoted on Facebook. Benchmark’s promoted put up detection pulls again the curtain on the paid social technique of 100,000+ manufacturers on social media. Pretty cool, proper?

(Alrighty, we’ll cease with the not-so-subtle product plug.)

Ben & Jerry’s solely utilized paid promotion on Facebook to push its product posts. During the analyzed interval, the model revealed a complete of 357 posts of which 55 have been promoted on Facebook.

The promoted put up under is Ben & Jerry’s most-engaged Facebook put up with over 72Ok interactions. Looks just like the arrival of the Cannoli ice cream created fairly a frenzy among the many Ben & Jerry’s followers.

Ben & Jerry’s on Twitter

It’s exhausting to not really feel impressed whenever you’re scrolling via Ben & Jerry’s Twitter feed. Their use of social media in latest instances, particularly on Twitter, is an inspiration for any model that aspires for a thriving social media presence.

From amplifying the voices of the black group and elevating consciousness on local weather change, to speaking about how non-public corporations are making the most of mass incarceration, Ben & Jerry’s is just about operating their very own each day information on Twitter.

A lot of their social mission-driven campaigns are deployed on Twitter versus their Facebook and Instagram channels.

Have doubts about voting by mail? Ben & Jerry’s obtained 5 details that may knock your socks off.

What’s the take care of Cannabis Justice, you ask? Ben & Jerry’s has obtained the reply.

Want to be taught extra in regards to the variations between jails and prisons and why it issues? Say, no extra. Ben & Jerry’s obtained a video to clarify that to you.

All of this from an organization that makes ice lotions!

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Let’s discuss numbers!

Ben & Jerry’s added over 117Ok new followers and registered a 34.7% fan progress within the analyzed interval.

A complete of three,038 tweets went out from the model’s deal with, of which a whopping 78% have been replies, 19% have been proactive tweets, and three% have been retweets.

On common, Ben & Jerry’s despatched eight tweets per day and most of them have been replies to their audiences. This is a transparent indication that it’s necessary for Ben & Jerry’s to interact with their viewers on Twitter.

Much like Facebook, proactive tweets with hyperlinks to their weblog articles obtained probably the most traction with a mean engagement rating of seven,053. No surprises there!

Customer Service

Ben & Jerry’s responded to 568 tweets towards a complete of 542,841 mentions, maintaining their response charge at solely 0.10%. Ben & Jerry’s ensures that 85% of their buyer queries are all the time responded to inside a day, most incessantly between Eight am and 1 pm. This can also be the time when model mentions peaked. The model additionally ensured that clients are replied to on all days of the week.

Ben & Jerry's Twitter Average Reply Time

Generally, buyer tweets are both about delayed deliveries or product damages and misplacements, proper?

Well, for Ben & Jerry’s, it’s fairly the alternative.

Fans of Ben & Jerry’s have solely two issues to complain about. They both present their disapproval for not having sufficient cookie dough in Ben & Jerry’s cookie and cream ice cream…

…or they’ll be crying a river over the discontinuity of a selected ice cream taste.

Fans additionally confirmed a ton of assist and like to all of the social causes Ben & Jerry’s cared about.

Ben & Jerry’s on Instagram

Ben & Jerry’s added 608Ok new followers on Instagram, bringing their complete follower depend to 1.5 million in August 2020. The model additionally registered the largest fan progress in comparison with their Facebook and Twitter accounts with a 66.7% progress charge.

Ben & Jerry's Instagram follower growth

As you’ll be able to inform from the graph above; Ben & Jerry’s noticed a serious uptick in followers’ progress throughout the month of June 2020. The model registered near half one million followers, a 49.2% fan progress charge in just below 30 days. Now, that’s quite a bit! So, what occurred in June 2020? Let’s dig deeper.

Ben & Jerry’s Instagram technique in June 2020

During the month of June, the Black Lives Matter Movement was in full swing after the homicide of George Floyd by police presents.

Ben & Jerry’s content technique predominantly centered on overlaying the BLM motion by sharing content and sources that spoke about defending the Black group and ending systematic racism.

While many manufacturers struggled to grapple with taking a stand on political points, Ben & Jerry’s didn’t shrink back from posting details and statistics in regards to the damaged prison justice system within the United States. Even their Instagram tales have been blowing up with details about racial bias in wealth, prison justice, and unemployment amongst the Black group.

Integrating images of their ice lotions together with instructional posts about politics, historical past, and the American justice system garnered the model a mean engagement rating of 135,508 on their social posts and half one million followers in just below 30 days.

Content Strategy

Ben & Jerry’s revealed a complete of 327 posts throughout the analyzed interval of which 198 have been images and 129 have been movies. In phrases of engagement, posts with images noticed the very best engagement with a mean engagement rating of 28,387.

Ben & Jerry’s cross-posts content throughout Facebook, Twitter, and Instagram. Visually interesting, nonetheless life pictures and movies of merchandise with a blue and white coloration scheme within the background is the uniform content technique on Instagram.

The trace of blue and white, the colours according to their model brand and product packaging, is present in most of their posts and is an train in visible branding.

Ben & Jerry’s within the information

By now it’s essential to have found out that Ben & Jerry’s doesn’t shrink back from making daring statements or being vocal about political points. So, listed here are some snippets from when Ben & Jerry’s made it to the information this yr.

1. Ben & Jerry’s joins Facebook and Instagram Ad Boycott.

We all know what occurred after President Donald Trump’s controversial assertion on the #BlackLivesMatter motion blew up on social media. While Twitter selected to place a warning on the President’s tweet, Facebook selected to not reply. Facebook’s inaction on this case has made a gaggle of civil rights teams and types, together with Ben &Jerry’s, to hit pause on all paid promoting on Facebook. A marketing campaign within the title of #StopHateForRevenue was launched to name on main advertisers to pause their Facebook advert spend in July 2020.

2. Ben & Jerry’s new ice cream taste for the local weather change marketing campaign.

A limited-edition ice cream taste by the title “Unfudge our future” was launched by Ben & Jerry’s to induce Australia’s leaders to sort out local weather change and rebuild a clear and resilient future. Ben & Jerry’s joined forces with 350.org Australia and the Climate Council to induce the Australian Federal Government to put aside funding for a sustainable and clear future for Australia within the upcoming October price range.

3. Justice Remix’d—the Ben & Jerry’s ice cream taste for prison justice reform.

A new ice cream taste devoted to prison justice reform? Sign us up! Ben & Jerry’s labored with the Advancement Project National Office, a multi-racial civil rights group, in assist of reworking the prison justice system that may profit everybody. The Justice Remix’d ice cream has cinnamon and chocolate ice cream with gobs of cinnamon bun dough and spicy fudge brownies. This marketing campaign had obtained over 135Ok signatures from individuals to take motion in reforming the front-end prison justice system.

3 Takeaways from Ben & Jerry’s Social Media Success

Any model that aspires for a daring social media presence can be taught a factor or two from Ben Jerry’s final social media playbook.

1. Turn your goal into motion

Ben & Jerry’s, a model that has been round for greater than 42 years, has picked up on a whole lot of social, political, and environmental points that they care about. From supporting LGBTQ equality to demanding local weather justice, Ben & Jerry’s channels their company social accountability and model activism in progressive methods to make the world a greater place.

If you’re a model that has been comparatively silent about social and political points, it’s by no means too late to take a stand for what you imagine in and why it’s necessary to you. But don’t simply make noise. Commit to what your organization believes in, be resourceful, and switch your goal into motion.

2. Let your product do the speaking

If you’ve observed, a whole lot of Ben & Jerrys’ social campaigns tackle a lifetime of their very own within the type of a limited-edition ice cream taste that helps the social trigger. The Justice Remix’d and Unfudge the Future ice cream flavors are each good examples of such campaigns.

By associating their ice cream with a social trigger, Ben & Jerry’s was in a position to obtain two issues: one, they took half in points they cared about, and two, they made enterprise by promoting their scrumptious ice lotions. Now, isn’t {that a} win-win state of affairs?

At the top of the day, Ben & Jerry’s continues to be a enterprise that sells a commodity in trade for a financial return. But that clearly didn’t cease them from collaborating in model activism.

Your model simply wants to make use of your individual product in progressive methods to be a socially accountable model with out compromising on your corporation objectives. Find a method to let your product do the speaking!

3. Be a model with a soul

Ben & Jerry’s has featured social media campaigns that have been nice examples of digital storytelling. The model revealed human curiosity tales that had nothing to do with their ice lotions.

Real-life tales have a tendency to attach with customers in a profound means that creates a positivity surrounding the model. Emotional connection has been recognized to be a key driver of brand name consciousness and loyalty. This additionally enhances the authenticity of the model.

Create your individual report like this

This report was put collectively utilizing Falcon Benchmark. It listens to what over 100,000 manufacturers are saying on social media and understands how the viewers is reacting to that. Clients use Benchmark to assist them create higher content, get extra certainty round their social media technique, and automate all their reporting.

Bonus!

After studying this report on Ben & Jerry’s social media technique, you’re in all probability left considering, “is model activism good for my enterprise? Should my firm take part or keep an apolitical model?

You’d be mendacity in case you mentioned these questions didn’t cross your thoughts!

Lucky for you, we lately hosted a webinar on how model activism is lastly driving extra significant engagement on social. Click on the hyperlink under to look at the recording and the slides.



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