Babyfood supplier Plum has said its first digital voucher push using Facebook boosted the brand’s ‘fans’ by 305%.

Every Facebook visitor who ‘liked’ Plum’s Facebook page could print off a voucher for a free pouch of babyfood worth £2. After six months, 7,250 coupons were printed and 4,776 were redeemed, a redemption rate of 66%. The Facebook page was ‘liked’ 24,441 times.

“Our key target audience is ABC1, well-educated, career-minded, part-time working mothers in their 30s,” said a Plum spokesman. “We’ve found them to be highly responsive to internet promotions.”

Plum teamed up with Coupons.com to handle the campaign.