Brand Engagement on a New Level: Smile Tagging

Most brands realize their target audience is excited to interact on a more personal level. Engagement is not an option nowadays, it's a must in order to capture more leads, and convert them into customers. KRAFT has tried a new avenue of engagement with their audience: Smile Tagging.
What is Smile Tagging you ask?
Smile Tagging = a social tagging tool for individuals to demonstrate their "likes" in a new, more personable way. It was a brand experiment to engage with a target audience on a more genuine level and build deeper relationships. An emoticon can show an emotion, but a true smile, can show so much more. Smile Tagging is not just another Facebook App. It's not a game, it's not invading your space, it's a way for people to engage with a brand they already love in a new way.
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How does it work?

Click below and see for yourself:

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What's the value Prop?

In short, Smile Tagging humanizes the Facebook "like" process even more as well as the interaction with the brand itself. This new app allows customers to  tag and explore content through real smiles. Not only will there be real smiles, but they will be linked to relevant content, which is shared on the KRAFT Macaroni & Cheese Dinner Facebook page.

Value = true engagement and relationships with potential and current customers.

Value = showing the brand is more than just a name.

Value = converting potentials to customers and making more loyal ones.

Why is it a brand win?
Kraft's brand experiment allows for true engagement with audience. The brand went where their audience is already playing. They went to the "sandbox", got "dirty" and gave the audience what they wanted. Kraft used Facebook to do more than just take pictures and post them. They gave their audience a chance to react, comment, and show their genuine emotion. I say that's a win!



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