Case study: Greggs - Superstar doughnuts prove the sales power of social networks

Abstract

Gaining awareness of a new product usually requires a large advertising budget. In its absence, Greggs used social media to generate engagement with a set of characters created for a new doughnut range. By encouraging engagement with specific flavours as part of an award voting programme - incentivized with a product trial voucher - the baked goods chain was able to post record sales during a difficult trading year. © 2012 MACMILLAN PUBLISHERS LTD.