I’m a big fan of using social media in ways that promote your brand by providing great value and service to your customers and prospects.
But I have to say – I’m an even bigger fan of using your social media presence to help you fulfill your mission in the world.
And when you’re willing to be creative and dig deep to discover what really matters to you, amazing things can happen.
I saw a story this week about a French supermarket that decided to tackle a common problem that most people have no idea even exists.
It’s the problem of food waste.
Have you ever noticed when you go to the store that the fruits and vegetables all look the same?
Well – they don’t really all look the same coming off the plant, and the ones that look ugly are usually thrown away.
Yep – even in places where there are people going hungry and other people can’t afford fresh produce, so-called ugly fruits and veggies get tossed out for the simple fact that it’s believed no one would buy them.
The third largest supermarket chain in France, Intermarche, decided to buy the ugly produce and feature it in their stores, either as is or in soups and juices, where something like a carrot’s strange appearance doesn’t make a bit of difference.
They gave the produce a hefty discount and used social media to publicize the campaign.
The results were impressive. Average store sales were over 1 ton each in the first two days. In fact – their results were so good that they quickly sold out of their initial supply of the irregular fruits and vegetables.
How Social Media Changed Behavior For Good
Social media had a huge role to play. Through the Intermarche “Inglorious Fruits and Vegetables” marketing campaign, over 13 million people were reached after a single month.
That’s 13 million people who are now aware of the enormous amount of food that is wasted for the simple reason that it doesn’t look just like every other vegetable or piece of fruit.
Why the Intermarche Campaign Worked
One of the reasons this campaign worked so well is that it was very clearly aimed at solving a problem. In doing so, they provided real value for their community. It wasn’t just a public service announcement with no muscle behind it. The campaign provided compelling information about a real problem accompanied by classy, eye-catching social media graphics that focused on providing value rather than excessive self promotion.
As a result of the social media campaign to deliver the “Inglorious Fruits and Vegetables” message, the conversation grew from raising awareness to seeking even bigger ways to eradicate this problem.
What Matters to You?
It’s so easy to get caught up in the day to day of your business activities and lose sight of what really matters to you. But as Intermarche clearly demonstrated, you don’t have to take a break from wise business marketing to find a way to do some good.
How will you use your social platforms to do some good in the world this week? Leave a message below!