I told my friend that we discovered this “upside down funnel” approach in the early days, and never really grew out of it (because it’s worked). When you see our strange billboards that don’t even say our name, or when you see our random “high five” shirts, vinyl toys, or hear ridiculous radio ads, just know that they defy logic because they’re for our existing customers. We’re not going for new leads, let alone conversions or whatever they teach you in Marketing 101. We’re going for customer service. Which, by the way, leads to leads. Ben Chestnut, Co-Founder Mailchimp
Since people are already taking pictures of food, why not take advantage and set up a ‘you ask and we answer’ scenario. Good for the customer and good for your business. This is a great example of social media done right!
Ask CT Food is a campaign on Instagram by a Swedish grocer helping adventurous foodies try recipes at home.
You photograph an image of the dish at the restaurant on Instagram, hashtag it ‘@askctfood’ and the company will reply with a list of ingredients and directions on how to make the dish. Each ingredient is hashtagged so that you can see what it looks like when you come to buy it.
Great engagement with brands and people.