Folgers is leveraging social media for its latest ad campaign, called “The Best Part.” The interactive strategy encourages users of the brand to read and share positive news through social news feeds.
Facebook, Twitter and Instagram users can like and follow “The Best Part” to receive optimistic content. Fans are invited to join the social conversation by sharing a meaningful personal story or photo of an act of kindness. Since the content does not have to be specifically related to Folgers, the campaign has potential to keep users of the brand loyal to it as well as appealing out to would-be consumers.
"The Best Part community is an opportunity for those who share the Folgers optimistic outlook to join together and brighten days everywhere," said Maribeth Burns, VP, corporate communications, The J.M. Smucker Company. "We hope to see this community grow and have a positive impact on people's lives."
The Best Part is also introducing a new Folgers Wakin' Up alarm app. The app greets you with upbeat tunes, positive pieces of good news and inspiring comments from “The Best Part” community that can be shared via Facebook, Twitter or email.