The Innocent drinks brand have spent a lot of time and energy on creating an image for themselves. They’re quirky, they’re entertaining, and they want to make the world a better place. The same sort of principles apply to their Twitter feed.
Take a look at Innocent’s Twitter feed and you’ll notice that everything there is light hearted. They’ve got a good handle on the feel-good factor, and they know how to use it. Their tweets are clearly intended to put a smile on their followers’ faces, but remain on the right side of being clean and family friendly. Not once will you find anything offensive or any use of bad language.
Like many Twitter feeds, Innocent use their feed to promote themselves. This might be in the form of publicising new products, such as their Innocent Bubbles range, or simply reminding people of their old favourites, such as their 6th July post about the fruit content in their smoothies. This did backfire on them slightly when they tweeted about their giveaway at Liverpool Station on 8th July, only to have to issue an apology shortly afterwards when they realised they meant “Liverpool Street Station”.
— innocent drinks (@innocent) July 8, 2016
Innocent do their best to keep their tweets relevant to current events. During Wimbledon, the home of fresh strawberries and cream, they promoted their strawberry smoothies. During the Euro football tournament, they live tweeted their verdict as the matches were played, as well as “borrowing” the hashtags which the world was using to comment on the games.
Speaking of hashtags, Innocent use them frequently, and well. Not only do they use existing hashtags, as they did during the Euro football tournament, they create their own to tie in with marketing their products, such as “#nightmarketing” to refer to their practice of tweeting about their products during the night in the hope of motivating followers to go out and find an Innocent product after the sun goes down.
— Alexis Clements (@abcezaspi) July 22, 2016
Then there’s “#dogsatpollingstations” to encourage those people voting to share a photo of their dog at the polling station. This keeps their customers engaged.
— innocent drinks (@innocent) June 23, 2016
Customer engagement is a key part of what Innocent do on Twitter. Customers share their Innocent purchases and questions, and Innocent reply and retweet them. During the Wales v Russia game at Euro 2016, Innocent pointed out that #walrus could be referring to the walrus animal, and encouraged followers to make walrus related jokes and complete walrus related activities. Some followers were very creative!
Innocent also enjoy keeping their customers entertained with widgets, where they can create something fun. Their latest widget is the Instant Compliment Generator, which generates a random, silly compliment, which can be tweeted or posted on Facebook, making the most of a cross platform experience.
One thing which the Innocent brand does well is charitable work. Their products all mention that they donate 10% of profits to charity, and they like to keep everyone informed. One example of their charity work is “The Big Knit”. Aware that 25,000 elderly people in the UK were at risk from cold weather, they came up with a scheme called “The Big Knit”, where they encouraged their customers to knit tiny woollen hats to be sold with their smoothie bottles. Every time a bottle with a hat was purchased, Innocent donated 25p to Age UK. This scheme is referenced regularly throughout the year, frequently with followers sharing photos of their creations, or pets wearing the tiny woollen hats.
With so much to keep their followers coming back, and constant humorous content which followers are sure to want to share, it’s not a big surprise that people love Innocent, and their tweeting skills.