How to sell cereals on LinkedIn (and other nonsense) - SURREAL
What's the hot, new social media channel where even a small brand can quickly reach millions of people with a single post? The answer is, of course, LinkedIn.
You might think it's just for networking, job hunting, and seeing what that bloke you worked with at the marshmallow factory is doing now - but it's actually a pretty great place for selling breakfast cereal. In one year on LinkedIn, startup cereal company SURREAL have gained 40,000 followers, reached a gazillion people, and even made some actual, genuine sales. Not bad for a new brand that basically no one has ever heard of.
In this session, John Thornton, Senior Creative at SURREAL talked about:
- SURREAL’s chaotic approach to marketing
- Show you some of their biggest hits
- Why cheese, gyms and Viagra are the perfect combination (just please don't try them while he's talking)
🎧 Listen to the Full Session
Key Insights
1. Brand-Building Over Product-Pushing
SURREAL’s chaotic approach focuses on brand-building rather than pushing products. John, drawing from his experience at Innocent, advocated for a shift towards engaging, viral content instead of mundane smoothie posts.
2. Embrace Chaos for Attention
Chaos is SURREAL's ally. John stressed that mistakes and controversies fuel attention and sharing. Viral brand moments often involve rule-breaking, setting them apart from the corporate crowd.
3. Provocation Works Wonders
John showcased examples where provocative posts, fake conversations, intentional controversies, and embracing criticism outperformed polished corporate content. For SURREAL, the unconventional is the new marketing norm.
4. Simplify B2B Communication
For B2B success on LinkedIn, John recommended simplicity. Use plain language, incorporate unique visuals, and tap into what audiences genuinely care about, steering clear of corporate jargon.
5. Innovation Through Combination
When ideas stagnate, John advised combining viral elements from various sources or testing one channel/moment to gather evidence for broader company acceptance of unconventional tactics.
6. Personality Trumps Tone Guides
John concluded with a powerful insight: personality triumphs over tone of voice guides. SURREAL gives community managers creative freedom rather than adhering to stringent approvals, allowing for more authentic engagement.
In a world cluttered with corporate conformity, SURREAL's LinkedIn success story teaches us that embracing chaos and injecting personality into brand communication can be the winning formula, even when selling something as mundane as breakfast cereal.
Latest News
-
2024 eCommerce Awards – Celebrate the great work you and your teams do in AI and MarTech
30 Apr 2024The 2024 eCommerce Awards are now open for entries. Recognising excellence in the world of eCommerce the ceremony will take place after day one of Technology for Marketing. -
Marketing teams face numerous challenges in today's dynamic work environment, from remote collaboration to content management woes. In a session led by Box experts Frankki Cox and Alex Osborne, key in ...
-
Gousto, established in 2012 with a vision to transform dinner, has seen significant growth over the years, now delivering over six million meals monthly. In a recent fireside chat, Gousto and Bento Te ...
-
Harry Glossop, Head of Marketing Analytics at Knight Frank, shared valuable insights during the conference session titled "Strategic partnerships: Using the skills of your data team to drive change." ...
-
In the pursuit of understanding audiences, actionable insights reign supreme. Qudo.ai's mission revolves around converting data into meaningful action, as highlighted in the session "From 'A-ha' to 'T ...
-
What will replace GDPR: New privacy and data regulations and insights from the DPDI Bill
15 Mar 2024The landscape of privacy and data regulations is undergoing a significant shift, with the DPDI Bill poised to reshape the UK's post-Brexit data protection regime. In the session titled "What will repl ... -
ChatGPT + LinkedIn = Social Selling Success
23 Feb 2024Yes, ChatGPT can help you win on LinkedIn. And no, that’s not by producing dull, generic AI content. Working through her acclaimed ‘ChatGPT for LinkedIn’ playbook, Heather Murray explores: - How to ma ... -
SurveyMonkey's Benjamin Honorato, on building lasting relationships with CX
23 Feb 2024 Laura DazonMeet Benjamin Honorato, SurveyMonkey's Senior Solutions Engineer, sharing SurveyMonkey's impactful role in improving customer experience, and best CX practices. -
The model of a story is perfectly designed to engage your audience, create emotion, and inspire action – but do you know what this model actually is? You can see it at work in pretty much every TV sho ...