How Cascade Connected with Consumers
Kate Leaman, Brand Communications Manager, Fosters Group
It’s pretty amazing how passionate consumers can get around a brand. Kate Leaman, Brand Communications Manager at Fosters found out first hand the importance of implementing a social media strategy to corral consumers passions allowing them to become advocates of the brand.
In Tasmania, consumers were upset with Cascade for distributing their Pale Ale in smaller bottles for the same price. Feeling cheated and taken advantage of, a group of angry consumers got together and created a Facebook group AGAINST Cascade, which ultimately made it into the traditional news headlines. This immediately prompted Fosters to do something to get these consumers back on their side.
Kate’s challenge was simple: figure our how to manage the bad press, the animosity, and the disgruntled consumers by using online means. Quickly, Kate went online and saw the anger and realised that she had to get to the root of the problem to be able to solve it. With an understanding of the issues, she called on Con Frantzeskos to help her design, implement and monitor a social media strategy.
On 21 July, at the Social Media Strategies luncheon, Kate will walk us through the steps she took in creating the successful Cascade social media campaign. She’ll explain the importance of listening, monitoring, chosen language, and tools used to really dive into the community and make a change. Her case study will give you a first hand look at the importance of getting it right the first time and help you understand, as Kate says, “it’s about the intentions and the relationships, not the tools and the platforms.”
