Kingfisher set to recount its ‘Brand Journey’ with Facebook Brand Timeline

07 Mar,2012

By A Correspondent

 

Kingfisher, one ofIndia’s top 10 brands on Facebook, has proved yet again that it is one of the most digital-savvy brands in the country. It is the first brand inIndia to adapt Facebook’s ‘Brand Timeline’, giving its consumers ample reasons for a qualitative interaction with the brand.

 

The switch to Facebook Timeline comes not just as a new look but a strategic move to engage with its consumers more qualitatively while also highlighting the milestones and narrating the story of the brand that was never told before.

 

The Kingfisher page has been positioned as a facilitator of ‘Good Times’ and strategically does not promote beer, considering the profile of the Facebook users. The Kingfisher Facebook fan page currently enjoys more than 3.3 million likes.

 

Commenting on the new move, Samar Singh Sheikhawat, Senior Vice President, United Breweries Ltd said: “In the rapidly evolving world of digital communications, the changes might be multiple but the crux remains the same – finding innovative and instantaneous ways of touching the lives of consumers. At Kingfisher, we’ve always strived to set these benchmarks by moving on to new platforms swiftly and utilizing the inherent strengths of the medium to forge a deep, meaningful relationship with our consumers. In keeping with that philosophy, Kingfisher was the first Indian brand to adopt the recently launched Facebook Timeline on February 29. Our endeavour now will be to use the key features of the format in a uniquely creative manner and make the consumer interactions on Facebook richer and more memorable.”

 

Facebook Timeline went online in September 2011. It offered Facebook users the joy of revisiting their lives with a collection of photos, posts and apps facilitating a digital autobiography! Facebook has now rolled out the Timeline for brands which will transform the way brands communicate and interact with consumers drastically. The latest format provides brands with new options for self expression, allowing them to narrate their corporate story with milestones, highlight the brand’s key campaigns and so on.

 

Kingfisher made its entry into Facebook in April 2008 and has been successful in constantly engaging with its consumers for the last 4 years. The numbers of fans have been growing in leaps and bounds year after year, a clear indication of the ever increasing popularity on Facebook.

Initiating, fuelling and sustaining conversations remains to be the key challenge any brand faces on social media – Kingfisher is perceived as the benchmark in this space with consistently high levels of interactivity. As a result, currently the brand’s Facebook page flaunts more than 3 million fans, making it one of the top 5 brands on Facebook inIndia. Incidentally, this also makes Kingfisher the second largest beer brand globally on Facebook.

 

On the other hand on Twitter, Kingfisher has a fair presence with about 17,000 followers. Though Twitter is a fairly new channel in the social media universe of brands inIndia, Kingfisher is perceived as a thought leader and as a brand that listens to consumers, not just talk. This is reinforced by even some of the top global blogs on social media mentioning Kingfisher’s Facebook & Twitter presence individually as amongst the best uses of social media inIndiaby brands.

 

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