Hi there,
One of the brilliant strategies to retain & grow the customer base that overtime underestimate & underutilize is Community Marketing. But, one brand in particular stands out among others to keep practicing & showing us how to grow and retain their community, this brand called Obvi.
Obvi is a health and beauty company that sells a variety of products, including collagen, proteins, and fat burners.
On their website, they state about what their products could help you in losing weight, glowing the skin, make the hair stronger, and so on.
With that being said, let’s talk about what a brand should do to level up their community marketing gameplay.
Textbook Community Marketing Strategy
Do Your Homework (Research)
You better know these 3 things before you start to build your community: (1) Target audience, (2) Platform to use for that community, and (3) Type of content. For the 1st point I do believe if you already have the brand, you already know who your target audience or ideal persona is (e.g: mom with 3 kids, or fresh graduates, etc).
Create Valuable Content
For this one, we can’t stress enough. The key is your community members should feel like they will get some value by participating in this community. Either it’s educational content, voting for new products, exclusive offers/discounts, and so on.
Encourage Engagement
There are 1001 ways to start and spark the engagement, you name it: Host a contest, or Ask any questions that are related to a season, themes, or something trendy, or something out of the blue. The key is to make it diverse, be creative and not become repetitive, predictable and boring routine and mundane.
Responsive to Feedback and Suggestions
Your member of the community will eventually become your friend that without a doubt will give feedback and input regarding the product, the brand, or even any issues related to your day to day business. The way is to listen, respond, and take necessary action if needed.
How Obvi Did It
After the textbook way, let’s see how Obvi put it on practice:
Obvi Facebook Group
They use Facebook as the home for their community, you can find it here: Obvi Community
So far by this date, they have 74k+ members.
Vote for New Flavors
Based on the Ash Melwani interview, they once released new flavors based on the community aspiration. So many of them want new coffee flavors, but you know coffee itself has many variants, so Obvi team then shortlists the most popular coffee flavors (e.g: cappuccino, latte, etc) and puts it on the community to vote. The winner is Caramel Macchiato. Here’s the product page looks like:
Obvi Skin Challenge
Creating a seasonal challenge is very good for engagement and user retention/loyalty. This is exactly what Obvi did by releasing their Obvi Skin Challenge, a 30 days challenge to encourage community members to take a picture of the skin throughout the 30 days.
Vote for Flavor to Bring it Back
Pink Velvet vs. Chocolate Strawberry, which one to bring it back to life? This is exactly what they vote for at a Live event on the facebook community. They vote using comments, which count up to 1,000+ comment.
Giveaway!
Of course, the best thing that could happen for a social media admin to increase engagement, and for the members who win the competition as well.
New Product Drop
They release their new product to the community as well, which they called “Elite version of our Collagenic Burn with an advanced formula.” What’s interested is they use a long FAQ as the caption of this post.
Salute to our guys at Obvi.
That’s it for now.
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