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JSH&A whips up reach and engagement
for Reddi-wip Facebook page
Job to be Done: Drive community growth and
engagement on t...
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CASE STUDY: Reddi-wip Whips Up Fan Reach and Engagement

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JSH&A’s social strategy for the newly launched Reddi-wip Facebook page successfully brought to life the brand’s “share joy” message via sharable content and interactive promotions that drove fan growth and engagement.

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  • Percent fan increase from before berry promo to after. Berry Keeper promotion was most active between 7/1/13 – 7/12/13. On 7/1/13 our total fan base was 48,744. On 7/12/13 our total fan base was 105,031. This is a fan increase of 115%Average ConAgra post engagement (RW and other brands) – The CAG benchmark is 1.44%  Used FB Insights Data 7/2/13-12/31/13(instead of BlueVision)Images:Talk Like a Pirate DayRoyal BabyFrozen snowflakesCommunity Growth35k at the beginning of FY’14 (June 2013)Berry Keeper promotion drove exponential fan growthLike-gated, tabJSH&A team creates all content, images and calendars (Gena occasionally contributes a post also)
  • Transcript of "CASE STUDY: Reddi-wip Whips Up Fan Reach and Engagement"

    1. 1. JSH&A whips up reach and engagement for Reddi-wip Facebook page Job to be Done: Drive community growth and engagement on the new Reddi-wip Facebook page, while bringing to life the brand’s “Spontaneous Moments of Joy” message. Strategic Approach: A multi-pronged approach successfully spread the joy of Reddi-wip among fans: o Acquisition: A timely, berry-themed like-gated promotion increased fanbase by 115%; paid support for both planned and opportunistic content ensured increased reach. o Engagement: Mix of branded and unbranded content capitalized on real-time moments , resulting in above average engagement for a ConAgra brand page. Outcomes: o 342% increase in page “likes” from June-Dec. 2013 o Average post engagement was consistently 250% above average post engagement for CAG brands o Average daily engaged page users of 1,200+
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