I scream, you scream, we all scream for Ben & Jerry’s!
- acosta46
- Oct 4, 2022
- 3 min read
Updated: Oct 11, 2022
Do you love Ben & Jerry’s ice cream as much as I do? Well based on the Social Media Industry report of 2016, most people do! Even though Ben & Jerry’s is a smaller scale business, they ranked #1 in conversation volume related to sales revenue, beating out brands like Starbucks, chipotle, McDonald’s, and more. In today’s blog, we will be dissecting how Ben & Jerry’s has upkept their successful social media presence and positive personal brand.
Social Media Strategy
Ben & Jerry’s devotes their success on social media to numerous factors; the first being their multilingual approach. This approach takes each social media platform with a different strategy depending on the platform’s individual strengths and weaknesses. Ben & Jerry’s knows that it’s biggest following is on Facebook; therefore, most content that they post on Facebook is advertisements, latest updates, and news since the goal of these posts is to reach a large amount of their audience. On Twitter, the company posts a majority of their activism content towards issues that they feel strongly about since this platform’s audience, compared to other platforms, engages the best with this content. Since Instagram is known for being an aesthetically pleasing platform, this is where Ben & Jerry’s posts what they call their “Ice cream porn” content consisting of perfect and delicious-looking pictures of their ice cream flavors. With this strategy, Ben & Jerry’s is not changing their own personal brand for each platform, they are only highlighting different parts of their company that are more appealing to each platform and its audience.
Other aspects that contribute to their success is their in-house social media team and their use of customer engagement. Ben & Jerry’s does not use an outside sourced marketing agency for their social media. They believe that having their own smaller social media marketing team indulged within their brand keeps the focus on their brand goals, fast responses to customer feedback, and more intimate connections with their target audience online. Ben & Jerry’s takes customer feedback seriously and swiftly. Not only to they address matters quickly, but they also show their commitment to their customers through actions consistently like creating ice cream flavors that customers asked for or recommended.
Personal Brand
Some brands choose to stay far away from reality and public issues, becoming almost like an escape for customers. Ben & Jerry’s is not one of those companies. It is known for its public activism on political issues and speaking up for what the company believes in. one of Ben & Jerry’s company goals: “if you care about something, you should be willing to risk it all – your reputation, your values, your business – all for the greater good.” The company carries this message through everything it does including its Save Our Swirled climate change campaign, ice cream flavor name changes due to marriage rights and black voting rights, halt of product ads to bring awareness to racial injustices in 2020, and the arrest of Jerry and Ben at the White House during the protest of Democracy Awakening. This company has also been known to exemplify excellent treatment of employees and strong advocacy for environmental issues. Due to this kind of authenticity as a brand, this content and commitment brings in a target audience with the same ideals creating loyal customers.
Ben & Jerry’s is a prime example of positive political advocacy and what consumers want out of their companies going forward. Most consumers today look towards a company’s ethics and ways in which they are giving back to the community. Consumers are more likely to buy from a company that aligns with their morals along with accompanying actions to support their claims than a company with none.
It makes sense why Ben & Jerry’s was #1 in conversation volume regarding sales revenue now doesn’t it?
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