The supermarket sector is fiercely competitive. In an innovative step to increase brand awareness and growth, Iceland Foods adopted employee advocacy platform, Qubist, to scale up its existing programme.
The ‘Iceland Insiders’ programme for employees switched on 450 advocates within the first 3 months resulting in 37.8 million impressions. Here’s how they did it:
We can define Employee Advocacy simply as the promotion of an organisation by its staff members. Word-of-mouth marketing by employees isn’t a new thing – friends, family and peers have for a long time helped us create a perception of the business they work in by what they say to us. This may be that their business is innovative, for example, or has strong values or looks after its employees well.
What has changed is the impact of digital on this dynamic. Below we look at the current landscape and how businesses can take advantage of the exciting new area of digital employee advocacy.
Qube Media is pleased to announce the publication of its first White Paper covering advocate and influencer marketing in the Retail space: ‘How Iceland Foods is Transforming Retail Marketing through Advocacy’. Download the free report here.
We have a special breakfast briefing this coming Thursday where our main speaker will be Andy Thompson, Social and Digital Manager, Iceland Foods.
Thompson has been instrumental in driving an innovative digital marketing approach in 2016, which has resulted in numerous industry awards including: The Drum Content Awards 2016 (Best Retail Content Marketing Strategy/Campaign); Retail Week Rising Stars (Social Media Team, Winner) and The UK Social Media Communications Awards 2016 (Best In-House Team Social Media and Best Community Engagement).
Part of Thompson’s approach this year has been to set up an Iceland advocate programme for employees and customers to increase word-of-mouth marketing to new levels. He says: “Word of mouth is very important because of the impact it has on brand perception.”
Qube Media is holding a breakfast briefing in central London next Thursday 24th November: How Iceland Foods is transforming retail marketing through advocacy.
Famously competitive with very tight margins, the retail market is being disrupted as brands seek to create a deeper relationship with the customer. Find out how Iceland Foods is transforming retail marketing through advocacy to gain the competitive edge.