Exclusive Facebook Campaign from Grey Poupon

swiped by Mike Schauer ran 2012-2013

It's hard for many of us to consider liking a mustard brand on Facebook, but in 2012 Grey Poupon used their elitist brand personality to create a counter-intuitive...View More

Exclusive Facebook Campaign from Grey Poupon

Key Takeaways

  • One of the biggest contributors to this campaign going viral was the fact that Grey Poupon actually declined certain people. If they didn't decline anyone, no one would take the exclusivity seriously. Being declined is much more newsworthy.
  • Declining someone access to something as simple as a condiment's Facebook group could easily piss people off. Grey Poupon made it more acceptable because they used a lot of humor & simply played off of the sophisticated brand image they're known for.
  • Notice their use of rules & statements. An exclusive club should have some type of rules or guidelines to keep the group on track, keep it quality and bring a sense of meaning.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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