Case Study #4 – Example

Screenshot 2016-03-09 at 10.01.07 AM
UnReal’s Candy Coated Milk Chocolates (Photo taken from getunreal.com)

“UnReal Candy” is an alternative brand to unhealthy candies in the market. The Boston- based business prides itself upon using all-natural candies that are free from GMO’s, hydrogenated oils, corn syrup, artificial colors, excess sugar, and chemical preservatives. UnReal has made it their mission to make healthy candies taste just as good as one’s that are filled with harmful ingredients. Personally, I have been a customer for two years and I love and stand by the company.

Overview: 

  • # of Facebook likes= 84,347
  • Facebook URL= https://www.facebook.com/unreal/
  • # of Twitter followers= 15.5K
  • # of Twitter users the celebrity/company follows= 6,109
  • # of Tweets= 9,604
  • Date the celebrity/company joined Twitter= February 2012
  • Twitter username= getunreal

Facebook Analysis: 

Looking at UnReal Candy’s Facebook page, the first impression that I have as a customer, is that it is very colorful. The profile picture is the company’s name in all capital letters (UNREAL CANDY). The letters in “Unreal” are in different colors, while the word “Candy” is in all pink. What I also noticed, was that the company follows a holiday calendar as their cover photo is Easter themed. The cover photo includes colorful cartoon bunnies, Easter eggs, and lively images of nature.

Regarding the “About” section, the company includes information that one needs to make a judgement of the company. It includes the start date of the page (October 31, 2010), a short description, and impressum, a long description, their mission statement (Our mission is to unjunk the world), a list of their products, and a link to their website.

The most popular timeline posts are any posts that regard children/young inventors. The company was founded by two teenage brothers and they hope to inspire other young people to create things that will inspire and heal the world. With this in mind, one of the most recent posts is a link to a young entrepreneur and her idea of a body-heat powered flashlight and a mug that charges one’s phone.

The brand is endorsed by Tom and Gisele Brady. So there are occasional pictures, statements, and  videos of them endorsing the company. The company seems to pride itself more on the customers and their reviews rather than having big names attached to the brand. With this in mind, many of the photo albums include infographics about the food industry. They include information about fair trade products as well as nutritional facts. These ideas together prove that UnReal wants its customers to lead healthy lifestyles by being environmentally, socially, economically, and nutritionally aware of the products that they buy and how they affect their bodies.

The Facebook page also has a “Shop Now” tab that links directly to the company’s website, so viewers can make a quick purchase. The page is also linked to it’s Instagram and Twitter accounts. I personally feel that the UnReal company has a highly effective and active page that does not need any improvements. They promote innovation and are consistent with marketing their product. What I like the most about them, is that they don’t post every hour of every day. In fact, they only post once a day. I find companies that approach customers 24/7 as being overly aggressive and a little annoying. UnReal lets their product speak for itself, and that is why I love their product and company. I have always believed that if one creates an amazing product, then advertising and marketing should be easy as the product markets itself simply through its own existence.

As mentioned before, the company prides itself upon audience interaction. They have photo albums dedicated to their “fans” as well as having a massive collection of photos posted to their wall/timeline. This just shows that the customers who love the product make the effort to directly contact the company to showcase their support. Despite the love that the company receives, there is also some negative feedback as well. Towards the left side of the page, there is the option for “Visitor Posts” and “Reviews.” Within these categories, is a combination of great reviews, friendly comments, and negative reviews. One of the most recent posts is a negative review, coming from a customer who does not like the new recipes for the candies. The post also mentions other companies that have the same products, but taste better.  Unfortunately, the company did not reply to this comment. I would’ve liked to see how they would interact with negative comments such as this one, even though it is offering constructive criticism (and insight to potential competition).

The company took to YouTube to create an informational video about the candy. The video shows what is inside the candy and how it compares to existing unhealthy options. As mentioned before, the company does have big-names supporting it, and the video shows the feedback from Tom & Gisele Brady, John Legend, Matt Damon, Jack Dorsey, Doctors, and everyday people.

Here is the YouTube video:

Twitter Analysis: 

Looking at the company’s Twitter page, it is noticeably similar to the Facebook page. It has the same profile picture and cover photo, which is a good sign because consistency with images is important. This shows that the company is current and active with their pages. Unlike Facebook, there is no “About” tab. However, there is a small section where one can include a brief biography. The biography states “UnReal is the super-natural food company founded by two teenage brothers on a mission to unjunk the world. #EverythingIsPossible.” The page also shows that the company created their Twitter profile in February 2012.

The most popular tweets that the page has, is any tweet dedicated towards a greater cause, such as the environment. Since the company prides itself upon using all-natural ingredients, it is no secret that they support conservation efforts. They also retweet any tweet from any company that supports their same goal, such as free trade, food waste, protecting wildlife, and promoting young inventors.

If we look to the left of the Twitter page, there is a section that displays the company’s 1,036 photos and videos. These range from photos/videos sent from adoring customers, promotions, and infographics. I feel that the company wants their brand to not only be a great choice in candy, but to leave one feeling environmentally aware. A recent photo is a photo of a farmer with the ingredients that the company uses. The photo is captioned “Sourcing @FairTradeUSA ingredients is one way we show love for and honor farmers everywhere. #BeFair #UnRealLove.” This highlights the company’s mission to not only create a healthy alternative to unhealthy candies, but to create new opportunities for the world to create jobs ethically. I admire how UnReal Candy has become much more than just a candy brand, but a international agent for economic and social reform.

The tweets are written by anyone and everyone- that being they are mostly written by the company. But there are occasional tweets that are retweeted by celebrities such as Tom & Gisele Brady, as well as retweets from other companies who have the same non-GMO/ healthy alternative mission (basically any brand that you would see at a Whole Foods Supermarket). The brand is also very well connected to their audience on Twitter, but they don’t retweet every mention that they receive. There is a plethora of tweets sent directly to the company, the majority of them including a photo of one of their products and a mini review (mostly positive feedback). The company responds to this support by retweeting the tweet (showing that they care and appreciate the feedback).

I feel that the brand’s marketing/advertising team does a great job on Twitter as well, by not overusing it. It is so easy to retweet and tweet anything that shows on your timeline or comes to mind. But that can be very annoying, and they get that. I know that if they flooded my timeline with tweets and retweets, than I would unfollow them. And that was a risk that they didn’t want to take. They have a strong Twitter presence without having to tweet 24/7 to be there. The company is active on Twitter everyday, but they only send out an average of one to five tweets per day (including retweets). With this in mind, I feel that they don’t have any faults within their Twitter page. What is done well, is that the company shows that they are proud of their product. They let it speak for itself and stand by it 100%. It is also nice to see the widespread support that they receive worldwide, as they publicize their relationships with other healthy brands (by retweeting their tweets/just by following them). UnReal also does a great job of inspiring customers to chase their dreams and to make a positive change in the world. They do so by using hashtags such as #WomenForChange, #BeTheChange, #EverythingIsPossible, #FeedTheHungry, #StopTheWaste, #NeverGiveUp, and many others. Not only does this connect them to other Twitter users who search these hashtags, but it also lets their followers understand that they are much more than a candy brand.

Conclusion: 

In short, the company has a consistent and dominant presence on both Facebook and Twitter. They do a great job of keeping the content on both platforms identical, as they understand that not everyone who has a Facebook account has a Twitter account (and vice versa). With this in mind, the company is more successful with interacting with their audience on Facebook, simply due to their massive following. The Facebook page has 84,347 followers, while the Twitter page has an average of 15,500 followers. Here, it is evident that the company is reaching out to more people on Facebook. But these numbers do not undermine the company’s Twitter account as they also do a great job of retweeting their follower’s tweets to show their gratitude for their support. Although I prefer Twitter over Facebook, I think that the company’s Facebook page is more appealing. I like how the page is large enough to show each post, rather than a few short phrases with a followed link. Facebook allows for users to create longer posts and the general format/layout of Facebook is better suited for this type of company. Twitter is also great, but since the posts are limited in size, it looks a little messy/cramped.

For more information, here’s how to find UnReal Candy online:

On Facebook- https://www.facebook.com/unreal/

On Twitter- https://twitter.com/getunreal

On their own website- http://getunreal.com/

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