Case Study: Walkers Sandwich campaign

The challenge

A key attribute of the Walkers brand is being topical and 'on the pulse', stimulating and reacting to conversation across the nation. As appetite grows amongst consumers to communicate via Social Media channels, so the opportunity grows for Walkers. As experts in CRM, we were tasked to develop a presence on Facebook and Twitter to nurture relationships with our strongest advocates.

We recruit mostly via promotion on the website and eCRM to our database during core brand campaigns, leveraging campaign content to create incentives to follow us. Ongoing recruitment also occurs organically as traffic arrives virally, attracted by the quality of conversation and content.
A real person represents the face of Walkers, providing the opportunity for fans to engage in a genuine one-to-one relationship, exactly as they normally do with their friends in the same environment.
Conversation is inspired by any hot topic that resonates with our fans, but is frequently anchored by brand events and news, and steered by established rules of engagement.
A variety of brand-based competitions, games and quizzes ensure our audiences are kept engaged and rewarded.

We have now recruited and engage every day over 30,000 fans across Facebook and Twitter.
Our social media channels have been pivotal in driving participation in the brand's core promotions, helping generate over one million flavour entries during "Do Us A Flavour".
We have received countless compliments from respected Social Media experts, as the conversations we create define best practice for a brand in these environments.