Walkers Chooses Social Networks over Its Own Sites for Online Marketing
PepsiCo crisp giant Walkers is the latest brand to move away from using campaign sites as the sole focus of its online marketing activity - it has chosen instead to promote consumer engagement within existing social networks.
Their social media activity is being managed on Facebook, Twitter and YouTube, rather than on the brand's own site, reflecting similar moves by Coca-Cola and Unilever.
The new campaign focuses around 'the ordinary being made extraordinary'. Creative was developed by AMV, with OMD handling media. Bristol-based marketing agency TRA is managing social media activity.
Walkers Brand Manager Adam Warner commented that the site has deliberately overlooked engagement opportunities in order to focus attention on quality content, with its Facebook and Twitter pages used for consumer conversations.
"The danger is making things too complicated. We know that people are interested in content and especially celebrity-led content," he said. "For us, it's about getting as many eyeballs on that content as possible and being confident people will share it because of its quality."