After rebranding the Chicken of the Sea Mermaid and immersing her in the social landscape, 2012 was a year of continued brand presence and growth. We aimed to increase our fan base while focusing on engagement throughout the year to ensure maximum reach when announcing Chicken of the Sea’s newest product in the fall.Throughout 2012, the Facebook fan base increased by 27.2%. We focused our content strategy on creating shareable art that would help to successfully increase both our reach and page engagement. Our engaged users increased by 62% due to these new tactics. To highlight the Mermaid's fun personality, profile images were changed throughout the seasons and holidays along with her wardrobe. The Mermaid also took an active role on the page engaging in daily banter with fans to help foster and build relationships on the Facebook page. Because recipes help to drive purchase consideration and sales of Chicken of the Sea products, recipes were highlighted each week on the wall to help increase traffic to chickenofthesea.com and improve product awareness. The Mermaid introduced her latest product, No Drain Tuna, exclusively to fans first in the social space with a fully integrated content plan including video, shareable art, and posts with a coupon offer for fans to try the new product. In addition to the social launch of No Drain Tuna, multiple coupon promotions were held throughout the year to improve brand awareness and get products into the hands of our fans. Fan feedback was extremely positive with many sharing recipes on the page that incorporated Chicken of the Sea products as well as their reviews. The redemption rate on these fan coupons averaged 20%. In addition to taking an active role in engaging with fans, we created full social integration on chickenofthesea.com to help improve quality traffic to our key social platforms.
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