Every year from September until December cookie companies produce a special festive type of biscuit called ‘pepernoten’. This is because of a Dutch holiday called Sinterklaas (ST. Nicholas). Pepernoten doesn’t really have an international term, the term that comes closest is ‘gingerbread cookies’. Pepernoten come in all kind of flavours, from plain pepernoten to a wide range of chocolate covered pepernoten (i.e. dark chocolate, milk chocolate & white chocolate covered pepernoten) and there are even more flavours.
You might start to wonder where I’m going with this, and what this has to do with Social Media, well, you’re going to find out.
A Dutch company called ‘Bolletje’ is a well-known cookie factory that also bakes pepernoten. At Bolletje one can buy a bag of just plain pepernoten, or a bag of a mix of the chocolate ones (i.e. dark, milk & white chocolate pepernoten combined) or even bags with truffle flavoured pepernoten. In my family, everyone prefers the white chocolate covered pepernoten over all the other flavours. Too bad for us, because it is not possible to ‘just’ buy a bag of white chocolate covered pepernoten, they’re always mixed together with the milk and dark chocolate ones.
Well, maybe the wait is finally over because last week, two Dutch Bolletje ‘fans’ asked Bolletje, via Facebook, if they could start producing bags of only white chocolate covered pepernoten. Bolletje replied saying that they could start producing bags of only white chocolate covered pepernoten, but they’d only do it if there’d be sufficient support, say something like 200.000 likes.
Just like the ‘fly2Miami’ action, the ‘bags of white chocolate covered pepernoten’ campaign started. The two fans are trying to get the total amount of likes on the Facebook post in picture 2 up to 200.000. If they get there, Bolletje promised to produce the bags.
I understand that Bolletje has to have sufficient consumers willing to buy the bags of only white chocolate covered pepernoten to make it profitable, but is liking a Facebook post the same as saying that one will buy the white chocolate only bags? Is Bolletje taking a risk producing the bags (if the post gets enough likes), or will this implantation create a massive profit increase? Do you think that this strategy would be as effective on other social media platforms such as Twitter or Instagram?
If you ask me, I think this campaign will be beneficial for Bolletje. If one looks, for example, at other posts on Facebook by Bolletje, they usually get a few hundred likes, but this post has already gotten over 135.000 likes. So by this campaign, Bolletje got as wider audience-range, and we might finally get bags of white chocolate covered pepernoten by Bolletje!! Every like gets the fans closer to the bags of white chocolate covered pepernoten, everyone can make a difference so click here and raise the amount of likes ;)!