Jamaican food is famous the world over – from beef patties to sweet potato pudding, their food is as rich and diverse as its people. The concept for a “Facebook Party” was proposed by Nestlé Jamaica’s leading culinary brand – MAGGI®.
The brand would invite their thriving online community on Facebook to meet in real time to engage and enjoy an afterwork party hosted by MAGGI®. This event exceeded expectations with over 300 tickets distributed via the event management tool – Eventbrite. The event was hosted by popular radio host DJ Sparks both offline at the venue and online via Facebook Live and Instagram Live. Throughout the night there were games, live cooking demos, fan trivia, music and giveaways!
The event led to a 10% increase in fan growth across all social media platforms – Facebook and Instagram. User generated content on the night of the event created trending content throughout Jamaica with over 2000+ mentions with the hashtag #WeJammin – the name of the event.
- To date, our online communities have grown to 59,132 fans on Facebook and 21,77 followers on Instagram.
- Each day our content reached 27,000+ Jamaicans interested in food and cooking across both channels.
- 800+ people engage with each piece of content we post on social media.
These are some of the stats taken from the Facebook Insights Report from March 2017.
The online community continues to grow daily with seasonal activations that help to build the community of cooks and foodies in Jamaica. Other Nestlé brands have taken note of the success by engaging with their online communities, bridging the gap between online and offline interactions.