Compared to its competitors, Dancing Deer was at the bottom of the heap when it came to followers and engagement. With large goals in place for incremental growth, Dancing Deer had less than three weeks to beat their projections for the year.
Agency 451 began with a comprehensive audit of Dancing Deer’s social media properties, as well as those of its top competitors. The agency discovered that Dancing Deer was at the bottom of the heap, as compared to its competitors, when it came to followers and engagement. 451 immediately optimized the Dancing Deer website by adding, custom images, social icons, incorporating search keywords, and conducting daily searches to engage with brand-aligned influencers and fans.
To strengthen the brand’s voice and personality, the agency proposed a content strategy with a mixture of topics and themes including: product-specific posts, creative custom images, and holiday highlights. The strategy also included a calendar of daily posts for each platform, custom images, and lifestyle photos.
451 devised and executed a comprehensive social media and responsive community management campaign designed to enhanced the brand’s social properties by implementing consistency across the board, increasing engagement, assisting with conflict resolution, and spam removal.
Agency 451 launched and managed numerous promotions including Facebook promoted posts, Facebook timeline promotions, the Molasses Clove Sweepstakes, and the #GiveDeerCheer Twitter Party. 451 also developed and recruited participants for the brand’s first influencer partnership program, Dancing Doe.
Understanding that press long-lead media opportunities were set months earlier and that Dancing Deer had a non-existent social program with little to no followers/fans, 451 strategically focused its efforts on digital influencers to drive awareness, traffic, and incremental sales for the busy season.
451 Marketing launched a digital influencer program that was supported by PR. This program included social media promotions and contests, giveaways, digital influencer factory tours, product reviews and was tied into 451’s “social media strategists to watch list” for that year through a surprise and delight gifting initiative.
In just four months, Agency 451 surpassed goals for fan growth, impressions, and engagement for every social media platform. Social media efforts garnered 1,904,471 total impressions and engaged over 23,218 consumers, contributing to a 19% increase in website traffic. Facebook promoted posts were heavily boosted in December, reaching 69,645 people with an exceptionally high click-through-rate and low cost-per-click.
Dancing Deer’s very first Twitter Party, “#GiveDeerCheer,” was also a great success. Recruiting participation from 4 inspiring lifestyle bloggers who each asked a question to the fans during the party, the #GiveDeerCheer hashtag was used a total of 2,952 times. @DancingDeerCo gained 131 new followers, was mentioned 1,574 times, received 586 retweets, and drove 81 website clicks. During the time the Twitter Party was promoted in early December, Twitter accounted for 12.87% of the 28,141 total website sessions.