Social Control teamed up with Dole just as the brand was re-launching as Dole Sunshine. We needed to make sure that our content strategy could stay fluid and adaptable through all of the changes going on at the company, while still engaging with the consumer. Keeping that in mind, we created a strategic approach that revolved around creating quirky, fun, realistic images through original photography that would resonate with the consumer. We wanted to differentiate between Dole Packaged Foods from its sister brand, Dole Fruits, and any competitors standing in our way.
Our entry for the Shorty Awards features fun, playful images of Dole's various packaged fruits. Keeping the consumer in mind, we wanted our images to serve as creative stimulation for the average parent looking to bring a little fun and color into their child's lunch boxes – or their own lunchboxes, for that matter! Our upbeat post-copy paired with these silly, delicious-looking taste creations teamed up to increase engagement across all brand platforms. We found that having a little fun with our images and copywriting led to tons of laughter from Dole Sunshine's audience, and unwavering brand loyalty at the same time! Social Control used all original photography to achieve a humorous, clean style that would resonate with audiences across all platforms.
Our goal was to increase brand loyalty, overall engagement, and help foster an active online community for Dole Sunshine's social platforms. Social Control is pleased to say by implementing this unique content strategy, we successfully increased Dole's Facebook post engagement by 34.2% in 2016. During this same time, Dole's Twitter profile saw a 27.2% increase in engagement, while Instagram gained 1,232 new followers, equivalent to a 39.5% increase. We know that Dole's post engagement will only continue to grow over the next several months, as we envision new, unique ways of displaying the brand to its expanding fan base.