Disciplined and Creative Approach to Advance Social Media Efforts

Challenge

Bruster’s Real Ice Cream sought assistance with developing a strategy and plan of action for advancing their social media marketing efforts to increase engagement. Once a plan was established, they desired ongoing strategic counsel and help with optimization of social media marketing efforts on Facebook, Twitter, Instagram, and Pinterest.

Insights

Opportunities for conversations could be uncovered through social listening, which produced actionable data. Adhering to a disciplined approach to editorial content through a calendar founded on content pillars would bolster engagement, a key metric.

Strategy

Brunner applied findings from social listening to quickly refine messaging and find opportunities for conversations around seasons, time of day, and micro moments. By measuring against content pillars, we could dive more deeply into reporting to optimize plans. Implementing our tool Spredfast allowed us to gain more actionable insight into how content supported social strategy.

Results

• Social media engagement was increased year over year by 25%
• Events like National Ice Cream Month saw overall engagement on Facebook increase by 22% and total reach increased by 97% during periods of paid activity
• 23% over our engagement rate goal for the year on Facebook (4.3% in Q3 vs. goal of 3.32%)