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Greggs — Superstar Doughnuts prove the sales power of social networks — Andy Hinder, Journal of Direct, Data and Digital Marketing Practice Vol. 14 No. 2

Gaining awareness of a new product usually requires a large advertising budget. In its absence, Greggs used social media to generate engagement with a set of characters created for a new doughnut range. By encouraging engagement with specific flavours as part of an award voting programme — incentivized with a product trial voucher — the baked goods chain was able to post record sales during a difficult trading year.
(5 pages)

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30 Nov 2012 Adobe Acrobat
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