Boosting brand awareness and engagement through social media as part of an overall brand strategy
Building on a successful packaging design update and relaunch, InnovAsian Cuisine was ready to expand their awareness and market reach. As part of the brand relaunch, they had developed a rewards program for frequent buyers to collect points and cash in on free meals. The program was not generating expected results.
D2 developed a monthly social calendar and built content for 6 months of social posting to help boost engagement on social media and specifically, with their Rewards Program. We were coming into the holiday season and a time of year when their average sales were traditionally at their peak.
Through market research done early in the re-branding process, we learned InnovAsian had a predominantly male audience. Since the first month of posting was in September, we created a “Monday Night Football” themed competition and voting platform on Facebook where followers could vote for their favorite product and gain Reward points just for voting. We mixed in occasions, incentives and recipe posts to stay top of mind, increase engagement and build sales. There were prompts to vote, share recipes and share experiences.
Over the holidays, followers had the opportunity to score double points while entering their codes within a limited timeframe like on the Black Friday Double Points all day event.
This campaign generated a significant increase in impressions overall, and better engagement on social and with the Rewards site. 12 million rewards were redeemed translating to 12,000 free meals and more product sold.