Identify Your Brand’s Social Kernel


We don’t have to talk about how big Facebook is anymore. They bought Instagram for $1 billion. 800 million active users are registered. Almost every company has a brand page. What seems to be forgotten time-to-time though is why it has become the platform it is. It is the way in which people act and behave that has formed Facebook; people has a need to connect, to be part of a community and to express their identity. Facebook is a platform that allows for users to maintain these needs, and constantly develops to improve it. The social kernel of Facebook’s structure is thus why it has become such a success.

When someone interacts with your brand page on Facebook, it will tell something about that person’s identity. In this post I want to put focus on the social kernel and why it is important to have it in mind when you build communities and costumer relationships through Facebook.

A case study

Huggies, a company providing diapers, baby products and baby supplies, wanted to increase their exposure in Hong Kong, and at the same time launch their brand page on Facebook.

A common passion that all parents have in common is of course their babies – and they love sharing photos and moments in their children’s lives. Inspired by this universal passion Huggies created a campaign that encouraged photo sharing in a way to build lasting customer relationships.

Huggies asked fans in Hong Kong to upload their favourite baby snapshots to their Facebook page. The 60 photos receiving the most fan votes would appear on the city’s buses. Using Facebook Ads to help drive campaign awareness, Huggies gathered 4,000 photos from engaged fans in a span of just three weeks. As a thank-you to fans, Huggies made the decision to also mount a 30-foot-long billboard featuring the entire photo collection in one of Hong Kong’s busiest subway stations.


The brand understood their target group’s social behavior and by that, they gained valuable results:

  • In the three months following the Facebook campaign and other integrated marketing activities, Huggies HK grew their market share 4,2 percent and had its best quarter ever in sale.
  • The brand succeeded to reach a fan base of 120,000 people. An amount of people that further meant a potential reach of 7 million friends-of-friends to build upon for future campaigns.
  • Huggies became one of the fasting growing brand page in Hong Kong. Another important outcome was the emotional bond that was established with the fans. Costumers perceive Huggies as an innovative brand that brings much more values than just selling products.
  • The campaign was social by design, right from the beginning. The social kernel was identified and strategies for how to involve their target group worked in line with it. Not only was it easy for people to share photos of their babies, people could connect with a community of other parents. Fans became involved as a part of the brand, and on the other hand, the brand got a part of their costumers’ social life. Integration between on and offline media made it possible for wider spread and a motivation for people to engage and co-create.

Get to know your target group: What value can you bring them? What social behavior of theirs can your brand connect to? When this is identified, you can start to build your community and lasting costumer relationships. If you want to dig more into social design, you can read my blog post Social Design for Social Success.

The Importance of Local Activation on Social Media: West Africa/Nigeria

The Mindjumpers Network is still going strong. It’s our own ever-growing global network of Local Social Media Managers around the world who help us ensure contextually relevant content through social listening, content production or response management. The network is filled with talented people who possess great knowledge of social media in their local context and we would like to share some of their great insights with you. This very first post is written by Chinwe Obinwanne, Local Community Manager from Nigeria and part of the Mindjumpers Network.


Statistics show that Nigeria has over 60 million internet users; a huge leap from the 57.7 million users it had in 2014. A number that is estimated to almost double in the next five years.

I’m one of these users living in Nigeria and I’ll tell you how we use the internet socially to push a campaign here in Nigeria.

While we do a whole lot with and on the internet, we spend a good portion of our time on the social platforms. Social channels like Facebook, twitter, Instagram, Google Plus, LinkedIn, Youtube and some others come to mind as platforms that we use to make even the silliest thing go viral in a matter of minutes. All there needs to be is relevance. I’ll explain.

When we (Nigerians) deem something relevant, we make so much noise about it that even the deaf have no choice but to hear.

Things that interest us and engage us socially range from entertainment, football, politics, fashion, gossip, comedy to the downright unexplainable(s) such as reliving memories of the high school past ( as seen in the twitter trend #secschoolinnigeria or the woes of being a man in Nigeria (as made popular by the hashtag #beingamaninnigeria) to name a few.

Second to relevance, influencers play a key role in taking a campaign or cause viral. Take for instance the Nigerian 2015 elections; Nigerians needed a change and we along with social media influencers, utilized the one tool that we could all use irrespective of class or social status to get it; the tool was social media.

The social channels rose up to bridge the communication gap. The social media platforms gave a voice to every Nigerian.

Today, Nigeria is governed by the APC party. A victory that was achieved to a very large extent by the active campaign of young Nigerians on twitter.


Brands move in on the Nigerian social media

Smart brands listen and monitor moods and changes in the social sphere of their target regions before launching their products or services.

Doing this, especially while utilizing local social managers who are in these regions and swim in the ever-changing tides of situations, ensures that the brand is communicating to the people through the channels they use, in the voice and language they understand, through the people they listen to.

An example of this is in the recent successful viral Millionaires campaign by Peak Milk starring comedian-come-musician Falz and actor Igwe Tupac in Nigeria via Instagram, Youtube and Facebook. This campaign was a huge success because the brand keyed into our desire and love for humour. The same can be said of the Etisalat ad campaign featuring funny actor, Francis Odega.

Let’s take it to twitter for a moment where a United States company successfully pulled off a social campaign in Nigeria.

The hashtag #thingsilongthroat trended for several days in Nigeria. No one knew that it was a campaign by Pepsi to promote the launch of the 60cl bottle and endorsement of female artiste Seyi Shay. This time, they used their Nigerian celebrity ambassadors Seyi Shay, Wizkid and Tiwa Savage (Nigerian musicians) to introduce the trend on twitter. Blogs and online news websites published articles of the hashtag trend and it went viral like wild fire.

These brands understood the importance of using humor to pass a message in the voice and language (Pidgin English and slangs) we understood, using the people we love (The comedians and musicians) through the channels we communicate (Facebook, Instagram, twitter, Youtube).