The Project:
2 month campaign
3 platform strategy -- Facebook, Twitter, and Instagram
Overview:
The social media strategy for the launch of the USN BarOne protein shake was based on the following objectives:
- Develop content strategy that educates customers and drives credibility of BarOne flavoured protein shake
- Introduce BarOne flavored protein shake to fitness industry as an alternative to unhealthy snacks/beverages
- Build hype and talkability around BarOne flavored protein shake through innovative brand communication and tactics
- Expand reach and expand campaign awareness through influencer relationships
- Maintain consistent conversation around new product through community management and social networking efforts
Sample of launch content:
Strategy & Tactics:
- Build hype by creating a product launch countdown calendar on social media
- Create interest and talkability with an online video series featuring top fitness foodie influencers making use of the product in innovative health recipes
- Extend reach by collaborating with top health and fitness influencers who create posts that show how they use the product in their everyday gym + diet routine
- Educate customers about the product by posting highly interactive gifs that allow potential customers to engage with the product and earn prizes for participating
- Sample of influencer partnership posts
The Results:
- Interactive/competition Gifs received 80.5k+ impressions and Facebook giveaway received 900+ entries
- Increased weekly post engagement rates by 50%
- Collaborated with +20 fitness/health influencers
- Increased followers by 11k+ in 2-month period
