Social Listening: KIND Snacks
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As I sat down to write this blog post, I found myself at a creative block, unsure of which brand to delve into. I went downstairs to get a KIND Snack bar for a quick and energizing breakfast. As the satisfying mix of dried fruits and nuts filled my senses, it finally hit me. What better way to explore a brand that's not only a part of my daily life but also exemplifies the values of mindful snacking and natural ingredients? With its commitment to providing healthier snack options while promoting a 'kind' message, KIND Snacks became the perfect choice for this post.
KIND Snack's value proposition revolves around providing a healthy, nutritious snack made with healthy, real ingredients. They stand by their belief that “if you can’t pronounce an ingredient, it shouldn’t go into your body.” They have created a sense of transparency amongst consumers, prefacing their “nothing to hide” proposition guaranteeing that you can feel good about indulging in a KIND snack. They have amassed a substantial loyal following through their commitment to their healthy, flavorful products, further backed by their commitment to being a “not-only-for-profit” business. Through the KIND foundation, the company is instilling kindness and empathy in kids and communities across the globe.
The social media pages of KIND Snacks are flooded with positivity, further emphasizing their loyal fanbase. A recent Instagram post announcing the brand new “KIND ZEROg” product had consumers drooling with anticipation. Amongst the likes and comments, one comment from user @mehrceee stood out, saying, “KIND is doing something right. I shipped some to Africa too just because *chefs kiss*.” This uplifting comment underscores how KIND’s positive message, as part of their value proposition, resonates with their consumers. By promoting not only healthy, delicious snacks but also the goodness of humanity through their value proposition, KIND Snacks effectively inspires their loyal customers to spread kindness on their own. Other comments, merely focused on the exemplary flavor of the KIND products, eagerly anticipating indulging in their delectable healthy snacks. Instagram user @nbrown93 and @brooke___lauren say they “can’t wait to try.”
Through their Instagram page, KIND Snacks makes an effort to like most of their customer comments but seems to rarely personally reply to relevant questions. As a brand manager, I would prioritize responding to all customers, as it encourages others to ask questions and express support for the company. I would work to engage an audience by asking further questions involving personal opinions of the product or simply expressing appreciation for individual customers. In today’s age of social media, this is a simple way to interact with potential customers and create a sense of community
While appealing to emotion through their efforts to inspire kindness and serve local communities, KIND Snacks also bridges the gap between delicious and nutritious in a snack industry ruled by artificial flavors, sweeteners, and preservatives. Their health-based snacks highlighted by their signature quick and easy snack bars appeal to a variety of consumers looking for vegan, gluten-free, low sodium, low fat, and other healthy alternative foods. Their high-quality choices are paired with a relatively high price tag targeting those who prioritize exquisite flavor without sacrificing their health.
One of the significant marketing challenges for KIND Snacks is expanding sales and building brand recognition in a highly competitive market. While they have a dedicated customer base, there is a constant need to reach new audiences and compete with larger snack companies. KIND Snacks has made strides in building brand recognition. Their distinctive packaging design, focus on health, and mission to make "kind" products have helped them stand out. KIND Snacks has a substantial social media presence that plays a crucial role in the brand's longevity in today’s digital age. Their consistent posts incorporate insight into new product launches, compelling customer testimonials, and celebrity guest appearances. As a customer of KIND Snacks, you receive a sense of connection with the company as the business prioritizes transparency and customer testimonials. They've also gained recognition for their philanthropic efforts and involvement in social causes, contributing to positive brand recognition through the KIND foundation. These tactics have helped them establish a loyal customer base of like-minded individuals.
More recently, KIND Snacks has delved into the marketing tactic of newsjacking in order to generate buzz, increase brand visibility, and drive consumer engagement. In a recent post, together with Donna Kelce, KIND Snacks released a limited edition Dark Chocolate Vanilla Cashew Snack called “Donna’s Purse Snacks.” By engaging with the recent buzz revolving around the alleged relationship between Chief’s tight end, Travis Kelce, and Taylor Swift, KIND Snacks attempted to stay ahead of the competition by appealing to an increased consumer base. KIND Snacks successfully leveraged popular culture to promote its products in order to maintain a competitive edge in the market.
KIND Snacks has essentially created a new niche in a highly competitive market by establishing itself as more than just a “snack company.” By prioritizing their passion for making the world a more “kind” place and helping communities around the world, they have succeeded in creating a consumer base made up of like-minded individuals eager to support their company. Through this assignment, I’ve learned the importance of taking advantage of the opportunity to grow on social media. KIND Snacks successfully demonstrates how effectively leveraging social media can help not only in expanding brand recognition but also in building a community of loyal supporters.
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