Barbara’s “Gift of NO” Facebook Application
To support Barbara’s brand campaign — “Say NO to the bad and YES to the good stuff” — and to continue to build their Facebook fan base, we developed a fun Facebook application based on the insight that women today are over-committed, overwhelmed, and sometimes need a reminder to take care of themselves.
Careful of Facebook users’ cynicism about being marketed to, our team developed an application that just let Barbara's fans send a simple piece of advice to a friend. We invited them to “Give the Gift of NO.” “Say NO to skipping breakfast,” or “Say NO to the 3 p.m. vending machine raid.” Or, they could write their own personalized NO. Either way, their friends received encouragement as a "Gift of NO" on their Wall, to say NO to something unhealthy. The app produced around 100 NOs a day.
“In May ’08, shortly after coming aboard, the Hive gathered with Barbara’s for a summit to create our first ever brand plan. The Hive understood our core values, a position we could own, the marketplace we “play” in and where we needed to go. This plan has allowed us to continue forward and rebrand our company. We have now completed the “rebrand” which included an 87 SKU total repackage design, new website, new advertising, new PR company—basically new everything. The Hive’s insight and vision set the stage for success with the rebrand, and partnered with us to see it through.”
Dawna Pirkle, Marketing Manager, Barbara’s
