Grey Poupon Wants to Be the Most Exclusive Page on Facebook
Grey Poupon may be the first and only company to actually turn away fans from its Facebook page.
The high-end mustard brand launched a new online marketing campaign for its Facebook page on Wednesday, in which Grey Poupon will screen fans who attempt to like the page to see if they have good enough taste to become one of the company’s Facebook fans.
Those users who want to become a fan of Grey Poupon’s Facebook page will have to apply for membership through an application on the page called The Society Of Good Taste. The app scans your Facebook page to learn more about your interests, friends and writing style and from this, it automatically assigns you a score which determines whether your tastes are refined enough to be a Grey Poupon fan. If you just try to like the page without going through this process, Grey Poupon will delete you as one of its fans.
If this sounds ridiculously elitist, that’s the point.
“It is definitely counter-intuitive, but it came from a place of seeing a lot of very cliched brand pages on Facebook that all kind of look the same and are desperate for fans,” said Tom Markham, executive creative director at Crispin Porter Bogusky, which designed the ad campaign and manages Grey Poupon’s Facebook Page. “We based our Facebook Page on quality over quantity.” It also fits with the brand’s lineage. Older consumers might remember an 80’s ad for the product that featured an aristocrat stopping his limousine to ask another, “Pardon me, but would you have any Grey Poupon?”
As Markham explains, Grey Poupon quietly launched its Facebook Page earlier this year and gradually created a fun but “exclusive” community space that few knew about. The goal of the Spread Good Taste campaign is to raise more awareness for Grey Poupon and its Facebook page, while maintaining that sense of exclusivity.
At the moment, Grey Poupon’s Facebook page has just shy of 22,000 fans, which is nothing compared to other retail brands like Coca Cola that have tens of millions of fans. However, Markham believes that Grey Poupon’s Facebook page may just end up having more engaged fans than some of these other brands because their fans “had to earn that position.”
While it’s a clever idea, Markham acknowledges there is always the possibility that it could backfire on the company by turning away fans. “It’s a gamble,” Markham said. “But we feel like it’s something worth doing because it is so different.”
Image courtesy of Facebook, Grey Poupon