The humble online presence of Singapore’s premier sandwich loaf bakery, Gardenia, evolved in a bid to be ahead of its competitors. Prior to this, the Gardenia team engaged the fan club members via a home delivered quarterly newsletter, filled with delectable recipes, interesting news and contests.
With the new decision to engage Gardenia fans digitally, Hoovix created a standalone Facebook application, “Friends of Gardenia”, forging the connection between the brand and its fans in Singapore. The application allows facebook fans to access the digital version of the newsletter, allowing friends of gardenia to share the interesting contents with other facebook users.
CMS incorporated, the Gardenia team is also able to manage the content themselves whenever they deem suitable. This allows them to time marketing strategies and updates accurately.
The entertaining application struck a chord with fans of the brand worldwide, with them clocking in an average of 2 minutes 45 seconds each.