Skinny Cow - the first Nestle brand to use Facebook as a hub for its marketing activities - is turning to its online fan base to raise money for the Marie Curie Cancer Care Foundation. The campaign is encouraging women to enter a live draw on Facebook to win clothes by tagging their names against items on the Skinny Cow Facebook site (via New Media).
"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," Olivia Hibbert, Skinny Cow brand manager, said.
The campaign was developed by digital marketing agency Skive and hosted by model Kelly Brook. It comes a week after Nestlé announced it had increased its marketing spend by 10% in the last year, New Media also noted. It also follows the company decision last month to serve as launch sponsor for BSkyB’s new Showbiz iPhone app.
The new campaign is something of a turnaround from Nestle’s first Facebook-based campaign for this brand, according to Brand Republic. Last November when it used Facebook as a jumping off point for Skinny Cow campaign - its first brand to do so - the message to women was to give into their indulgences.