writes Jemma Western, S&P’s resident millennial and social guru.
Social Media is an incredibly important part of the marketing and comms machine, and it needs to be treated that way. It shouldn’t just be the last piece of the puzzle or somewhere that we just repurpose TV ads or billboards. We need to think about social with care and thought, and most importantly, we need to ‘think social’. Creating bespoke content for your social media channels enhances the customer experience, it creates engaging moments and most importantly, it builds brand love. Luckily for us, our Red Seal and Endeavour clients are leaders in understanding the power of social.
Last year with the help of foodie extraordinaire Helen Jackson of Foodlovers.co.nz, we created 10 bespoke recipes using a range of Red Seal products. Helen styled these to perfection and we shot these in photo and video style recipes, to be shared on our Facebook and Instagram throughout the year.
The combination of great content and clever targeting with these posts has resulted in these recipes (especially the videos) running very well on social media, gaining huge engagement on both Facebook and Instagram. The videos receive many likes, shares, video views, and comments – with many of the comments coming from users tagging their friends and encouraging them to view the recipe.
The videos are a great way to promote a product in a non-retail, engaging way. It’s thinking ‘social’, and from our results, we see that fans appreciate it.
A key content pillar for Anti-Flamme is ingredient and product highlight posts, told in creative and engaging ways. It’s important to share product benefits and interesting facts about our products with fans, but they must be engaging and must be told using a ‘social’ frame of mind.
Again, the combination of interesting content and smart targeting means that our posts are served to people likely to be interested in it, and are therefore more likely to have increased engagement with the right people.