Skinny Cow’s success with social media

March 1 2010, 8:31am

Nestle brand Skinny Cow is using its online fan base to raise money for the Marie Curie Cancer Care Foundation. The brand which mainly targets women is following up its previous campaign “Oh yes I can”, making social media its primary hub for marketing activity. Founded in 1867 the Nestle Company has always believed that nutrition is the key to its company’s future. The company produces and markets a wide range of foods and beverages which satisfy many consumer needs - nutrient content, variety, pleasure and convenience - which all contribute to achieving a balanced diet and overall well-being. The campaign, which was developed by digital marketing agency Skive and hosted by model Kelly Brook, encourages women to enter a live draw on its Facebook fan page. Participants can win clothes by tagging their names against their favourite items. The campaign follows a similar style to that of IKEA’s online product give-away from several months ago. “Skinny Cow fans have already been engaging via Facebook, so we hope to build on our strong foundations and reward this community with something unique,” said Olivia Hibbert, Skinny Cow brand manager. As one of the first Nestle brands to incorporate social media into its marketing strategy, the company recently announced that it has increase marketing spending by 10 per cent in the last year.