IGA ups marketing on social media with Valentine’s Day Vine videos

IGA has kicked off its Valentine’s Day social media campaign, encouraging customers to tweet a message for a loved one using the hashtag #IGAlovesongs as the brand increases its use of social media channels as it takes aim at rivals Coles and Woolworths.

Metcash Food & Grocery national digital marketing manager Ram Bhat told Mumbrella the objective behind the campaign is to increase IGA’s Twitter followers, following on from similar social media campaigns for Christmas and Australia Day.

“Social media’s been a focus in my team over the last couple of months. We launched Facebook back in Novemeber and ran a 12 days of ham competition which performed really well for us on there – we went from nothing, starting from scratch to 35,000 likes,” Bhat said.

“A similar thing happened for us when a couple of weeks ago we launched on Twitter with the Australia Day campaign where we hired two Aussie sketch artists and got them in a room for a day and put together some Australia day sketches.