Social Media’s Power is getting others to do YOUR work.

Today’s entry focuses on what a Swedish Chocolate Company, Aladdin, did to personalize their brand. The chocolate company came up with a social media campaign to involve the Swedish people with the chocolate company.

Save Christmas: 4ca5f27d104ff8.74949785 from BeesAwards on Vimeo.

The beauty of the campaign design was simple: have the Swedish people do most of the work. The premise of the campaign was an election. The chocolate company was going to remove one chocolate from their holiday box and the people had to generate votes to save their favorite from elimination. Aladdin created a platform for people to jump start their own campaigns and sat back to watch.

People created movies, held demonstrations, voted online, participated in online conversations, and generated tons of word of mouth.

Getting people involved directly to the brand brings a powerful connection. If you can have someone give the consideration required to generate content, you can guarantee their loyalty.

So not only is this campaign financially cheap, but it has extremely high validity. By validity, I mean, people trust third party content. If Aladdin had merely increased their media buys, then sales may have increased, but not as sharp as they did.

When people receive a message from someone they know their defenses are lowered and they will give a lot more time and thought to what they received. This is the power of viral marketing. People are more likely to share things they have personally created. Word of mouth is exponential when people are excited to share. The results of the campaign were remarkable.

Results after 4 weeks:

-          380,000 votes

-          + 15,000 campaign facebook fans

-          140,000 took facebook quiz

-          Facebook quiz application became the number 4 “fastest growing applications”

-          Sales increase of 26.5%

-          Campaign received more votes than the winner of Sweden’s Election for European Parliment

Total Campaign Reach:

+ 33,000,000

The results are clear. Put your campaign in the hands of your fans. We live in an age where everyone has the power to create creative digital content.

Give people a platform and a mission and sit back as they create, share, and participate on behalf of your company.