More than three billion people around the world are now using social media every month, according to the 2018 Global Digital Report. In the U.S., 230 million people are social media users and 61% of those are using mobile devices.
So, what is the best way to reach an audience who’s become increasingly desensitized by another brand’s content?

The answer is engagement! Meaningful, high-value content generates likes, shares, conversations and brings ‘social’ to ‘social media’. Executing a social media campaign is one of many ways to engage with your customers. In the month of November 2018, Durvet launched a gratitude campaign, hashtagging #grateful30 along with graphical quotes from employees on why they were thankful for Durvet.

The goal of the campaign was to build trust and relationships – not only with our customers but internally. This mission resonates closely with one of our core values ‘Build Strong Relationships’, so we shifted the focus of our campaign to achieve a greater purpose and stronger social media presence.

The execution and presentation of a great campaign also play an important role in ensuring success. The process started with brainstorming concepts, interviewing and collecting quotes from employees. Followed by laying out the campaign on a monthly content calendar, while closely working with Durvet’s in-house Senior Graphic Designer, Callista Bond. Bond shot black and white photography from around the building; capturing moments and details. She then used those images to create beautiful visuals and engaging graphical quotes of our employees. These graphics were scheduled along with the employee’s quotes throughout the 30-day campaign. The Grateful30 Campaign ended on a high note, creating impressive post engagements for our social platforms – Facebook 65%, LinkedIn 151%, and Twitter 308%. When analyzing numbers, the campaign proved successful with a total of 2,043 likes, 188 comments, and 155 shares. This equates to a reach on Facebook of over 16,000 and 26,000 impressions.

Ready to try your first campaign or want to improve your current engagement campaign strategy? Whether your goal is to spread awareness or grow your audience, better engagement is your key to success.
Here are some examples in which a business might create a social media engagement campaign:

• Charity events, donations or drives
• Contests or giveaways
• Holidays
• Partnerships with other businesses
• Special occasions or milestones

References: Global Digital Report 2018. We Are Social and Hootsuite Inc., 2019, Global Digital Report 2018, digitalreport.wearesocial.com/.