Spar ups digital game

Spar UK’s digital activity is leading the way in UK  groups, with its online domain attracting record visitors each month, the symbol operator claimed this week.

Since its launch into social media last November, the group has seen its followers on Twitter grow to over 4,500 while its Facebook fan count has reached over 17,100 – making it the number one symbol group currently on Facebook.

As a measure of the page’s success, Spar UK was noted as the second most engaged brand on Facebook in March, thanks to a competition offering fans a case of Casillero del Diablo Spanish wine. The post reached an impressive 57,000 people. Meanwhile, Twitter followers have largely been driven by “Freebie Friday” weekly giveaway competitions.

Aimed at a target market of 20-44 year old women, the Spar UK digital strategy forms a key part of the overall 2014 media plan. Philippe Rondepierre, Spar UK head of marketing,said.

“Digital is an excellent way to engage with our younger audience, and we’ve got lots of new and exciting content planned for the year ahead. We plan to amplify our messages within our TV advertising and emphasise Spar as a destination for simple and quick meal solutions through a variety of quick and easy recipes,” he said.

Spar uses the online social media reporting resource Social Bakers which record, analyse and report the data of over 150,000 social media organisational pages via Analytics PRO.

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