Case study: Goya uses Facebook to grow its fan base, increase web traffic by 188 percent

Goya650

Flightpath, a leading creative digital agency that helps brands forge consumer connections through strategic marketing initiatives, successfully increased digital brand awareness for Goya Foods by providing counsel and execution of the brand’s integrated digital media approach.

Over the course of a year and a half, Goya saw a 188 percent increase in website traffic and expanded its reach on Facebook, where it saw a fanbase growth from 1,600 to 150,355.

According to Technomics’ 2013 Hispanic Foodservice Consumer Trend Report, Hispanic buying power is climbing, and is projected to increase 50 percent by 2015 to reach $1.5 trillion. Despite this momentum amongst Hispanic consumers, Goya is also committed to sharing its rich culinary traditions to capture the attention of non-Hispanics.

John Lee, Senior Director of Digital Marketing at Flightpath, told Inside Facebook:

Our approach with Facebook was to try to engage with fans by using recipes and photos. Goya fans love talking about food. What they’re most interested in are recipes. This doesn’t just connect with Goya loyalist, but with generalists [who love food].

Lee said that the key demographic was women, aged 25-49, who were responsible for making the food choices within their household. Food photography was the major driver for engagement, as Goya posted to Facebook images of inspirational dishes and meals that anyone can perfect at home.

Goya has developed a range of digital offerings, which include a comprehensive online recipe catalog and a mobile site with recipes, product details and interactive shopping lists for busy users.

Flightpath did run ads on Facebook for Goya through Sponsored Stories. Lee said they “played around with a few,” but Goya does not spend much on ads, as organic growth is more important to them.

Lee discussed with Inside Facebook the company’s strategy for marketing through Facebook:

In conjunction with our Facebook ads campaign, Flightpath developed tabs showcasing latest features/promotions and limited time offers to create an incentive to drive likes. Our plan was to demonstrate how products can be incorporated into everyday meals, keep delivering fresh and informative content to give users a reason to keep coming back/engage and to sustain a real relationship with fans and keep core consumers involved on an ongoing basis.

But the real bottom line, Lee said, is just staying in contact with fans. Goya takes pride in actively engaging with its fanbase by answering questions and congratulating fans on good ideas — both in English and Spanish. Goya is very involved with events around the U.S. and they want to keep customers updated about what’s going on.

Social media seems to be a natural fit with these guys. Their brand is strong so it wasn’t hard to grow the Facebook fan base.

Image courtesy of Goya Foods’ Facebook page.

Sponsored Post

Hands-On Social Media Training for Beginners


Social Media 101
In our Social Media 101 boot camp, you’ll determine the social media sites that matter most to you, based on personal and professional goals. Starting May 13, you will learn the best practices for using Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram and Tumblr, along with complete personal profiles on each site. Register today!

Leave a Reply

interested in advertising with inside facebook?

Social Media Jobs
of the Day

Manager Social Media

Ralph Lauren
New York, NY

Social Media Manager

Superfly
Chicago, IL

Social Media + Web Management Consultant

IPPF/Western Hemisphere Region
New York, NY

Director of Marketing (Social Media/Web)

Creative Circle
Corona, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us