Magazine article CRM Magazine

SmartyPants Vitamins Boosts Engagement, and Gets Pharrell's Attention, with People Pattern: The Social Intelligence Tool Triples a Multivitamin Start-Up's Twitter Audience

Magazine article CRM Magazine

SmartyPants Vitamins Boosts Engagement, and Gets Pharrell's Attention, with People Pattern: The Social Intelligence Tool Triples a Multivitamin Start-Up's Twitter Audience

Article excerpt

Founded by husband-and-wife team Courtney and Gordon Gould, SmartyPants Vitamins is a five-year-old company that manufactures and sells children's multivitamins. When Courtney couldn't find a multivitamin that included both vitamin D and fish oils, was made sustainably, and was safe for kids, she decided to launch her own brand. Though the company took off, Gould realized that to keep up, she had to grow her social media following.

So she turned to social intelligence company People Pattern, which helps businesses develop look-alike models based on their existing social media fan bases, and then use those models to develop targeted content that better reflects what customers and potential customers expect to see. For well-established companies with large customer databases or lead-generating tools, People Pattern can also synthesize that structured data with unstructured social data to deliver more sophisticated audience segmentation. In SmartyPants Vitamins' case, however, People Pattern had to start from scratch, says Clay Nichols, vice president of brand at SmartyPants Vitamins--and founder Courtney Gould's brother. When SmartyPants Vitamins began working with People Pattern in February 2014, the company had fewer than 1,000 followers on Twitter.

"My sister would post something here and there, but there wasn't a strategy in place," Nichols says. The posts were often about product giveaways, not the best approach for a brand finding its footing. "Giveaways don't always attract the right people. A lot of the time, they're not interested in your company. They're just interested in free stuff," Nichols adds.

"We had to figure out what kind of brand they are, as well as what kind of brand they want to be," Ken Cho, cofounder and CEO of People Pattern, says. Still, People Pattern was able to gather enough intelligence from SmartyPants Vitamins' social platforms and systems of record to build relevant audience segments and launch a powerful multimedia campaign centered on a partnership with Vitamin Angels, an organization that gives at-risk populations access to vitamins. Engagement rates grew significantly, and the company garnered the attention of recording artist Pharrell Williams, who expressed an interest in supporting and promoting the brand. …

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