There are times of the year in which communication on social media becomes standardized , and all Facebook and Instagram pages (but also other social media pages, obviously) publish posts that are very similar in terms of graphics and copy.
Not only Christmas, Easter and August, but also many other events of lesser importance that repeat all the others.
Ceres and the heroes of the mimosas
An example of this "problem" (because being all the same is not good for anyone) is Women's Day , in which mimosas and greetings are wasted to relaunch online promotions or more frequently for a real greeting to women.
Ceres also interpreted this moment in an original way, with the funny post entitled to the heroes of mimosas : a change of perspective and tone of voice that brought the brand 20,000 likes, 2600 shares and 370 comments .
Even if we contextualize these numbers within the statistics relating to a Facebook page that is closer to an entertainment page (such as Bastardi Dentro or similar) than to a brand, it is clear that they are excellent for a post that is usually standardizing.
Ceres and Social Media Marketing
This pill introduces the theme and concludes with the story told by the Ceres brand manager of how the beer brand faced Women's Day and with what expectations.
As always, this is the series of videos on Ceres and Social , and it is the fifth pill of this journey of in-depth study of some technical aspects of social media management.
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Video Transcript:
If you are a social media manager or in any case manage your company's social media, you will surely have seen that within Facebook, Instagram and other social media, during particular moments of the year practically all of us tell the same message. An example is Women's Day in which mimosas are seen everywhere, in which the main subject of all Facebook pages essentially becomes the mimosa and the wish to women. Not that this is wrong! But this essentially homologates the communication of your brand to the communication that is prevalent at that moment. How can you get out of it without being different, logically? Here is an example of Ceres during March 8, 2015 with a communication somehow within the mainstream, but as always with great potential to gain more attention. Why? Reverse the point of view! Here is the example of Ceres and March 8, to learn how to communicate within a main topic, in a different way, always told by the brand manager Ceres. Same thing, Women's Day, normally all brands communicate by celebrating women. That's right, but be careful because there is someone who reminds all of us guys in this room that we really do have to celebrate our girls. And so we decided to make a toast to those who for us are the heroes of mimosas. A communication that at that moment actually goes in the same direction as all the others, with a completely different tone of voice. Next March 8th try to look at how many brands communicate on Women's Day and then try to understand how many communicate in a totally different way.
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