Turning fans into customers

Background

Gu¨ was a small premium desserts brand trying to grow at a time when shoppers were fearful of recession.

With a very limited budget, the plan was to use social media to drive sales and not just Facebook 'likes'.

It was a classic 'test and learn' programme combined with a measurement framework, designed to help Gu¨ to measure both the value of basic Facebook engagement and the customer value created.