BRAND’S Suntory launched a campaign to increase organic engagement on Facebook by revamping the brand’s image and creating educational content. The campaign achieved a 125% increase in organic reach and 108% increase in post impressions within 3 months.
Campaign Overview
BRAND’S Suntory, a company known for its premium health and wellness products, aimed to increase organic engagement on its Facebook page. The challenge was that the brand’s image did not align with its premium positioning, leading to low awareness and engagement among its target audience. Through strategic rebranding and content creation, the campaign focused on positioning BRAND’S as a high-quality, premium health brand while engaging with its audience on social media.
Campaign Objectives
The key objectives of the campaign were:
- Increase organic engagement on BRAND’S Facebook page, targeting the 18-45 age group.
- Revamp the brand’s social media presence to reflect its premium image.
- Generate more organic impressions and reach, achieving at least 125% growth in comparison to the annual average.
Campaign Challenges
The campaign faced several challenges:
- Low Brand Awareness and Engagement: BRAND’S Facebook page had low interaction and engagement, which hindered the brand’s visibility and potential to attract a larger audience.
- Mismatch in Brand Image: The brand’s image did not align with its premium positioning in the health and wellness sector. There was a need to adjust the visuals and tone of the social media content to reflect the high-end nature of the products.
- Content Strategy: It was crucial to develop a content strategy that not only improved the aesthetic appeal of the page but also resonated with the audience, especially with younger, health-conscious individuals.
Execution: How the Campaign Was Carried Out
To achieve the set objectives, the campaign implemented several strategic actions:
Revamping the Facebook Page Look
The first step in the campaign was to revamp the look of the Facebook page, aligning it with the premium image that BRAND’S wanted to project. The visual elements, including cover photos, profile images, and the overall design, were updated to reflect a clean, modern, and high-end aesthetic.
- Visual Appeal: The page’s visuals now prominently featured premium product images, with a focus on high-quality product shots that would appeal to health-conscious individuals.
Building a Content Series to Showcase Product Usages
A significant part of the campaign involved creating a content series designed to highlight the main uses and extended benefits of the product. This series aimed to educate the audience about how BRAND’S products could be incorporated into daily life to improve health and wellness.
- Educational Posts: The content was crafted to rationalize the product’s benefits and engage the audience with practical, informative posts that demonstrated how the products could improve their quality of life.
- Consistency: Regular posts and updates ensured that the audience stayed engaged and informed, and the content was carefully timed to reach the audience at peak engagement hours.
Rationalizing Content to Benefit the Audience
The content was designed to rationalize the product’s benefits by connecting with the audience’s needs. Posts were created around the theme of health improvement, showing how BRAND’S products helped customers achieve better health outcomes.
- Customer-Centric Messaging: Posts not only featured the product but also offered tips and advice on improving overall health, creating a more personalized connection with the audience.
Leveraging Facebook Engagement Tools
The campaign utilized Facebook’s engagement tools, such as polls, quizzes, and comment-driven posts, to encourage interaction and boost organic engagement.
- Interactive Content: Posts asking for opinions or health tips helped to create a sense of community and foster engagement on the page, encouraging users to actively participate and share their experiences.
Results: Campaign Achievements
The BRAND’S Suntory campaign was highly successful in achieving its goals within the 3-month period.
Increased Organic Impressions and Reach:
- +125% increase in organic impressions and reach, significantly outperforming the average annual numbers for the brand’s Facebook page.
Engagement Growth:
- +108% increase in average post organic impressions, showing a substantial improvement in the reach of each post compared to the brand’s previous performance.
Enhanced Brand Image:
- The revamp of the Facebook page successfully aligned the brand image with its premium positioning, creating a more premium feel that resonated with the target audience.
Visuals and Creativity
The creative content produced for this campaign was key to its success. The premium product visuals were carefully designed to reflect the high-quality nature of the products. The content series not only educated the audience but also appealed to their emotions, making the brand feel more approachable while still maintaining its premium image.
Conclusion: Successful Brand Awareness and Engagement Strategy
The BRAND’S Suntory campaign successfully achieved its goal of increasing organic engagement and brand awareness. Through a revamped social media presence, regular and engaging content series, and a strategic focus on connecting with the audience, the campaign improved both the brand’s image and online engagement.
With a 125% increase in organic reach and a 108% increase in post impressions, the campaign effectively positioned BRAND’S as a premium, health-focused brand that resonates with its target audience.
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What’s Next?
Building on this success, BRAND’S Suntory will continue to refine its social media strategy to maintain engagement and solidify its position as a leader in the health and wellness sector.
