As a customer-centric brand and all-digital company, Visible prides itself in its ability to connect with its consumers and create communities digitally through its social platforms.
Our objective was to establish and nourish a community of brand advocates around Visible through consistent and personalized one-to-one interactions with our followers. Throughout the year, both individual posts and integrated campaigns alike promoted this drive for community building and personalization.
Posts like ‘Cells Angels’ celebrated a specific Party Pay (a product feature that allows Visible members to join together – no relation needed – to pay as low as $25 per month for unlimited data) group based on a shared passion of motorcycles. We surprised and delighted members of the group by creating custom biker jackets that we sent to members for free, inspiring a ton of chatter on social..
Our ‘Whats Your Fave Pizza Topping Says About Your Phone Habits’ (interactive Instagram insights) allowed for personalized interactions with our audience, giving custom predictions of phone habits based on their favorite pizza topping.
Our gif-driven giveaway for Random Acts of Kindness Day on Twitter celebrated our audience and spread kindness by rewarding members with custom “Embrace self-love, like your own posts” mugs to fans who contributed to the conversation by sharing GIFs that demonstrated what kindness meant to them.
We set out to achieve this goal by encouraging conversation and inspiring our audience to engage with the brand on social media platforms. Sometimes, that meant our own unique content to promote the benefits of Visible using familiar meme templates and other shareable assets.
Ingrained in our strategy was the mission to treat each interaction with those who come across our social content as an opportunity to deepen their relationship with the brand, while prioritizing content that allows our followers to share their unique personality. More specifically, we aimed to:
Throughout 2021, the social sentiment of conversation around @Visible was more positive (29%) than each of the brand’s core competitors, which averaged only 21% positive. This positive conversation can be attributed in large part by the brand’s community management initiatives. Additionally, the overall volume of mentions during this time period increased 9% YoY, surpassing 50K total mentions for the first time in the brand’s history.
