Client:
Confidential
Industry:
Consumer Packaged Goods (CPG)
Challenge:
Grow social media presence and influence for a busy executive and brand spokesperson.
What We Did:
Developed content-curation strategy and editorial topics
Researched key partners and influencers for engagement
Customized and executed standard operating procedures (SOPs) for client oversight
How We Did It:
Our client was responsible for developing new sustainability programs for a global consumer brand. In addition, the executive was a de facto spokesperson for these initiatives. The client needed a social media presence that would complement in-person efforts to both build and promote partnerships with external stakeholders. However, the client had limited time and interest for social media engagement.
Together with New Growth Affiliate, Climate Social, we worked with the client to identify the sustainability topics that were relevant to personal passions and brand programs. We optimized the client’s personal profile and developed a list of programmatic partners, key influences and others important to the client’s work. Our team regularly monitored news and social media channels for those select topics, organizations and individuals. We followed customized SOPs for drafting, approving and publishing relevant posts to our client’s individual account. In addition, we “liked” and retweeted content to further promote connections and ideas, and we alerted the client to any messages that required a personal response.
Outcomes
Numerous factors make it easier, and arguably more valuable, for individuals—rather than brands—to form authentic social media connections on behalf of their employers. Over the course of 18 months, we increased our client’s personal Twitter following eightfold. By the end of the engagement, the client’s profile received an average of ~1,000 profile visits per month, and ~60,000 tweet impressions per month, while promoting the sustainability achievements of the company’s products and purpose. We accomplished this through timely conversations and strategic relationship-building with influential organizations and individuals.
As a result of an active social media presence, our client had opportunities to interact personally with numerous journalists, activists and consumers who were interested in the brand’s sustainability work.
