Not satisfied?

Like back!

The traditional Dutch brand Unox did something quite modern in the year of social currency 2013. They introduced the unique ‘Not satisfied, Like back’ guarantee to get more Facebook fans.

Every participant was given a free pack of soup in exchange for a Facebook Like. If someone was not satisfied after having tasted the soup, he or she got their Like back from Unox.

The promotion didn’t only generate lots of smiles, shares and new fans, it became one of the most successful sampling campaigns in the history of the Unox brand.

The idea was a two edged sword: a fun way to try this new soup and a smart way to grow our fan base. This required a strategy that was two-edged as well: an offline TV commercial add-on for broad awareness and online display ads / pre-rolls. To stimulate sharing, we built the idea as a Facebook app which asked participants to share this great deal with friends.

The combination of media urged both online and offline consumers to go to our Facebook app. Next, consumers had to visit a supermarket with our coupon ensuring full exposure to the new product range. As half the Dutch TV audience use smartphones/tablets while watching TV, the combination of TV, Facebook and coupon worked extremely well. 50,000 new friends and 15,500 shares are an exceptional ratio, as sharing was optional.

As a result of this unique promotion Unox Facebook Likes doubled. As half the Dutch TV audience use smartphones/tablets while watching TV, the combination of TV, Facebook and coupon worked extremely well. 50,000 new friends* and 15,500 shares are an exceptional ratio, as sharing was optional. Thanks to this smart combination of media, Unox sold 4,5 million packs in the first 8 months, many of them to former can users. Oh, and only 7 people wanted their Like back.

* The top 10 food brands in The Netherlands have 60,000 friends on average