The 2016 Maven Awards

Social Engagement

Trilia for NECCO

Objectives:

•Increase awareness of Sweethearts and its 150th anniversary

•Encourage engagement with content (e.g., participation, time on site, social sharing, etc.)

Strategies:

Faced with the challenge of a minute budget in a cluttered competitive environment, we concentrated efforts to one channel only, social, in order to create as large of an impact as possible. Historical data showed Valentine’s Day mentions were strongest 2/13-214 so we knew these days were critical.  We leveraged the mass reach of social to generate awareness and encourage interaction/engagement with the brand among social communities. We also pushed the story out through PR channels to generate buzz wherever possible.

The Plan:

Facebook:

•Daily paid support 1.5 weeks leading up to Valentine’s Day knowing this is when sales begin to pick up

•Heavy-up 2/13-2/14 given historical data

Twitter:

•Concentrated all dollars 2/13-2/14 given the real-time nature of this social channel