Doing it first: HQ

Situation

In the early growth stage of facebook, saw an opportunity for brands to have a similar online community that could be used to engage with customers for everything from quick polls to sales-driving, exclusive events and tastings. Brand pages on facebook did not yet exist.

Action

Pilot such a platform with startup Brand Networks who would develop the site. Pre-screen customers via surveys to find brand fans that had large social networks – whether on or offline – and invite them to a private network that would come with perks. Ensure key execs and all marketing team members were online to engage with customers posting throughout the day. The site was dubbed the “HQ” and members deemed “Houlifans.”

Result

The site was used to drive menu development with quick polls and taste-test events for feedback while giving Houlifans a feeling of exclusivity. Word of mouth campaigns led to hundreds of placements, from menu postings in fans’ company breakrooms to promoting new dishes on their personal social pages. Declining operations were caught early from engaged fans giving feedback. And members-only events drove sales at the unit level. The site was featured in Fast Company for its innovation and being the first of its kind to market.