Slim-Fast Taps Bloggers for ‘Running of the Brides’
To raise awareness about its weight-loss products, Unilever-owned Slim-Fast tapped into the bride-to-be market by becoming the first corporate partner of the Filene’s Basement Running of the Brides events. The Filene’s events bring in about 1,000 brides for each round of shopping, and the captive audience generally lines up outside the store for hours before the event kicks off.
With its Say “I Do” to Slim-Fast program, Slim-Fast extended the excitement online by inviting wedding, fashion and women’s lifestyle bloggers to attend the Running of the Brides events. The bloggers hosted Slim-Fast giveaways on their blogs, Twitter and Facebook. A few bloggers even met with Slim-Fast’s registered dietitian and went on the Slim-Fast 3-2-1 Plan to slim down for summer and other special events—one for her own wedding.
To support its new consumers, Slim-Fast created the Wedding Ready Facebook app, which provided wedding-focused tips from bloggers and a registered dietitian. In addition, the brand brought more folks onboard with its New Face of Slim-Fast contest, which encouraged brand advocates to talk about their success using Slim-Fast. Five finalists were featured on the Facebook page. The winner was selected by the community, which during a two-week voting phase generated more than 7,800 votes.
The content created by the bloggers generated more than 800,000 impressions and 164 comments. The social media conversations with references to Slim-Fast, weddings or bridal parties increased by 7,500 percent during a two-month period. On Facebook, Slim-Fast friends increased by 200 percent; Twitter followers increased by 400 percent with 1,447 new followers.