What would you say if I told you that one of Facebook’s most successful pages belonged to a brand of … deodorant?
Yep, it’s true: Secret antiperspirant has one of the hottest pages on Facebook, boasting over 1.3 million fans and hundreds of interactions for every post.
Really? That many people are interested in conversing about a personal hygiene product?
Nope. That many people (mostly women, natch) are interested in interacting with a brand that represents values they admire and want to celebrate: strength, courage, and confidence.
How does Secret do it? Check out some of their most recent posts:
Over the summer, Secret made a real “splash” with its support for swimmer Diana Nyad in her quest to swim from Cuba to Florida. Its Facebook page featured daily updates about the athlete’s training and other preparations for the swim, and its followers happily came along for the ride.
So, what can we all learn from Secret’s success story?
- Know your audience: Secret knows its demographic—young, active, educated women—and builds its messaging around values that resonate with it.
- It’s not about the product: Sure, Secret does post occasionally about its products, but the message is always tied to a value element for its fans, like a coupon or its now-famous “Freebie Fridays.”
- Ask for engagement: Notice how many posts either ask a question or make the request to “like this post if …,” a strategy that’s clearly working.
So, what do you think are the secrets to Secret’s success … and how can you start implementing them today?