Arla came up with the clever idea to make barbecue sauces of crème fraiche which only contains 21-16% fat. A new product and a new shelf placement in the store made it extra important that it was discovered, experienced and recommended by consumers. We started our sharevertising machinery and you can see the results below.
We began by inviting consumers through email and Facebook. We then inspired other consumers by the test pilots genuine experiences and finally we engaged new consumers by disseminating the crowdscore, a recommendation based on thousandes of test pilots.
Links to pictures of the campaign's various stages:
Test pilots' experiences on Facebook
Crowdscore dissemination and consumer engagement on Facebook