Prior to the implementation of a platform strategy, this brand struggled to leverage social in a cohesive way with a unified brand voice. A large roadblock was too many existing brand-owned and market-specific social media profiles across each platform. The platform strategy that I recommended was amalgamating the market-specific accounts to create a unified brand account. The merging of social profiles resulted in a perception of a much larger brand presence to the audience, and allowed the brand to focus on one overall approach.
Prior to implementing a brand voice and content strategy, the brand required some educating for the internal team that highlighted reasons why it is recommended – and best practice – for one unit to own a social strategy for a brand, rather than having each market own their own content. One strategy allows for a cohesive brand look and feel, a unified and expected experience for the audience, and a more nimble way for a brand to engage with, and react to, audience engagement.
When planning for the brand voice and content pillars on social, I needed to understand the breadth of the brand’s audience and what their needs and expectations were of the brand on social. Through research and analytics, I was able to identify the common demographics of the audience, and the types of content that resonated best with them. Rolling out creative and copy that really began to resonate with the brand’s audience resulted in major growth in engagement and followers to the brand’s social profiles.
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