Social strategy and targeted campaign

Brief

Burton wanted to create a social presence for the brand and awareness of its support of the Movember campaign – an annual event designed to promote men’s health.

Red Ant strategy

• Engage with and grow established audience on Facebook, and align Burton with Movember in a way which supports the campaign but allows Burton to communicate its own brand identity

Tactics

• Develop a Facebook ‘Movember’ application
• Use the Movember campaign as a catalyst to generate fans and followers for ongoing activity and ultimately attract new customers
• Support and promote in-store activity and events
• Build Store Finder and Poll application
• Provide Burton with a communications plan with set tweets, status updates and communication for the campaign duration, and guidelines for blog outreach

Results

• Brand new fan and follower base to communicate to, learn from and interact with
• Escalating level of interaction which will lead to long term engagement
• Created advocates of Burton who re-tweet, comment and share content on a regular basis
• Provided Burton with the knowledge and tools to communicate effectively with their audience through social