Edelman Digital was tasked with deepening engagement with Slim Jim's existing Facebook fan base and expanding its presence on social media. To do so, Edelman hired the first ever community manager for ConAgra Foods and Slim Jim to engage authentically with fans online around topics like music, movies, gaming and sports. The community manager monitors conversations to gain insights and creates original video content weekly to drive deeper engagement. This immersive experience helped Slim Jim connect with its target audience of males aged 13-29 on a more personal level.

1. Digital
Digital

2. The Challenge
After growing the Slim Jim community on Facebook
with great success fairly quickly, there was a need
to deepen engagement with the existing base and
expand the brand’s presence in new social media
embassies via an integrated voice. Edelman’s task
was to take the Slim Jim experience to a new level
with an eye toward breaking boundaries to create
something unique for the brand and its community.
http://www.facebook.com/SlimJim
http://twitter.com/SlimJim
Facebook Fan Page
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3. Our Solution
Insights gathered during focus groups and
pre-message testing showed that the target (males
13 – 29) prefers to engage with ‘someone like them’
with common interests vs. a formal brand entity.
Conversations on the page also stopped short as the
community showed they needed to be re-engaged to
continue conversations.
This presented the opportunity for Edelman Digital
to bring on the first ever community manager
for ConAgra Foods and Slim Jim. The Slim Jim
community manager serves as the official Slim Jim
voice on both online embassies and during offline
activities. By engaging with the target online, the
community manager and the supporting digital team
capitalizes on organic conversations around the
four main pillars of lifestyle content (music, movies,
gaming, WWE/sports) and monitors conversations
for relevant insights about the brand and its target
audience. Armed with these insights the team creates
original content, including a weekly video series
to promote deeper fan engagement, to create an
Twitter Page
immersive, authentic and rich media experience.
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4. Capabilities Utilized
Strategic Research
Online Conversation Research
Ongoing Monitoring
Industry, competitive and audience analysis
Social Media Footprints
Business Strategy
Social Engagement Consulting
Social Tactical Planning
User Experience
Content Strategy
Art & Design
Copy Development
Functionality Planning
Community Engagement & Development
Word of Mouth Marketing
Influencer Engagement
Blogger Relations
Social Networks
Digital Video Development
Digital Video Production
Digital Video Distribution
Digital Video Measurement
YouTube Page
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5. Video Interview with WWE Superstar Edge
Slim Jim Fan Interaction
Video with Fans
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6. About Edelman Digital
Edelman Digital has been an award winning, full service digital engagement agency
since 1995. We do this by creating authentic content, communications and experiences
that earn trust, build community and drive business results.
Integrated digital programs, bridging traditional and social media with online PR and
marketing, are our strength. This includes everything from strategy derived from insights
and research to creative development and execution. Our digital engagement includes
community management, influencer outreach and social media advertising, and our web
visibility initiatives include search engine marketing and optimization.
Through the years we’ve discovered that if you find the story from the consumer you can
tell it back to them in their language—let us help you own that story.
www.edelmandigital.com
www.twitter.com/edelmandigital
www.facebook.com/edelman
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