Since entering the social space, Sandwich Thins has successfully set themselves apart from their competition. Their unique voice replicates the modern, confident woman and significantly differentiates them from other brand pages. Sandwich Thins has an integrated approach to Facebook, placing equal emphasis on the importance of engaging content and customer service. Diverse content such as Instagram photos and customized brand images allow Sandwich Thins to educate fans about the product as well participate in conversation. Sandwich Thins understands the importance of listening and engaging. Customer service is implemented directly on the page, creating an open forum for consumers to discuss Sandwich Thins and ask questions. Sandwich Thins is a support system for fans trying to eat better and live well. Moreover, the brand is Weight Watchers endorsed, with all the goodness one can expect from bread. Sandwich Thins has effectively and creatively branched off in the social media world, By initially branching off the Sandwich Thins community from its parent brands Arnold, Oroweat and Brownberry, it created a location where Facebook users could come to join the conversation of other fans with similar interest and needs: eating healthy and finding new healthy creations they could make with their breads. With a page surrounding one specific consumer product, Sandwich Thins saw the huge opportunity to build their particular brand’s awareness, presence and likeability. With increased engagement and compelling content, Sandwich Thins energized a previously dormant community. Catalyzing a conversation around healthy lifestyles that focused on Sandwich Thins, the page saw increased engagement and retention rates across the board. A re-focused strategy was implemented around mid-December- utilizing a new mix of a revamped tone, advertising virality and visual content. With the support of a Weight Watcher endorsement, the ability to incorporate a presence surrounding healthy decisions and the value of your food truly ignited the community. Sandwich Thins built out its own Facebook housed recipe gallery- focused strictly on the Weight Watchers recipes. Fans are able to view a display of Weight Watchers healthy creations, the PointsPlus value associated with that recipe, and are able to share the recipe with friends! Since the launch of the tab, with no advertising spend dedicated strictly to tab promotion, this recipe gallery has received 13,200 views (as of 2/21- since January 19th). With a strong focus on content and engaging the loyal community coming to the Sandwich Thins page- there was a huge opportunity to tap further into the needs and interests of fans- both current and potential. While looking at the one and a half month period from mid-December through January, and comparing these metrics to approximately 6 months prior (July-Mid-Dec), monthly average rate increases included: • People Talking About This: 433% (a previous monthly average of 120; compared to a new monthly average of 640) • Avg Monthly Fan Growth: 6,694% (a previous monthly average of 240 new fans; compared to a new monthly average of 16,306 new fans) • Avg Monthly Comment Volume: 48% (a previous monthly average of 395; compared to a new monthly average of 585) • Avg Monthly Like Volume: 62% (a previous monthly average of 2,769; compared to a new monthly average of 4,480) • Avg Monthly Share Volume: 97% (a previous monthly average of 190; compared to a new monthly aver
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