The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 14th Annual Shorty Awards

Localized Campaigns and Strategy

Audience Honor in Localization

Entered in Localization

About this entry

Many changes to social media algorithms have occurred and it is no longer guaranteed that even your most loyal followers will see your organic posts on popular social media platforms. Therefore, those who want their content seen need to "pay-to-play."​

The term “pay-to-play” refers to paid advertising on social media—an option launched by Facebook when it introduced the new algorithm that weaves paid advertising into users’ feeds.

Why does this entry deserve to win?

We’re excited to announce the new Local Social Media Program to help you with your social media needs at your local branch. The Local Social Media Program allows us to offer a prescriptive menu for all local showrooms and counters in support of their branch openings, appointment promotion, product promotions, virtual CEU trainings, exclusive offerings, product launches and more. 

Through this program, the social media team will design, develop and deploy your social media posts to your individual location Facebook page (ex: Ferguson (550 Raritan Way Unit A, Denver))  and ensure your message is seen by the right people through Facebook Boosting, allowing you to focus on other important branch initiatives.  

PRO TIP: A Facebook Boost Post is a type of paid advertisement on Facebook promoting an existing post from a business page. Facebook Boost Posts amplify the reach of your content to appear to a wider range of your target audience outside of people who already follow your page. 

“This new platform is very exciting for us to help us increase our local social media footprint. During COVID alone, the increased local communications as to the stages of our locations has been a positive experience. As we start to open our business back to a bit more, normalcy programs like the new social media platform will be an added tool for us to market store promotions, trainings and branch updates.” -Jennifer Klaus, Marketing Specialist 


Are you ready to submit a social media request for your local plumbing counter or showroom? Here’s what you need to know: 


Over the course of 2021, Ferguson launched and executed our Local Social Program. Beginning with one post our first month to 34 posts in our highest month, we have seen significant improvement from the start to where we currently are.

Average of each objecive:

Brand Awareness: $0.04

Link Clicks: $2.04

Engagement: $1.64

Reach: $3.85


Top Performing Posts:


  1. ​($0.02 cost per result, 8,180 post ad recall, $200 budget)
  2. ($0.03 cost per result, 7,510 post ad recall, $200 budget)
  3. ($0.03 cost per results, 6,320 post ad recall, $200 budget)

Local (all GIFs):

  1. ($0.04 cost per result, 2,810 post engagements, $100 budget)
  2. ($0.04 cost per result, 2,745 post engagements, $100 budget)
  3. ($0.04 cost per result, 2,601 post engagements, $100 budget)


Entrant Company / Organization Name

Ferguson Enterprises


Entry Credits