Welcome to the primary version of the Submit Efficiency Report (PPR). A sequence the place we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We’ll unpack how your model can use these examples to spark your individual scroll-stopping artistic concepts—whereas maximizing your funds and doing extra with much less.
We dig deeper by not simply analyzing the flawless artistic execution of each submit or marketing campaign, however the enterprise impression, too. We make it easier to envision how social can improve your model’s consciousness, foster group engagement and develop the underside line.
Right here’s our lineup of manufacturers already breaking by, and takeaways you need to use to observe swimsuit this 12 months.
Auntie Anne’s: The crown pretzel of group engagement
Auntie Anne’s, the beloved model behind your favourite delicate pretzels, is tangled up within the newest Taylor Swift conspiracy. Why? As a result of they recognized overlap between the Swiftie fandom and their target market, and they’re group engagement specialists. They posted a black and white picture with the lyrical caption “Are you prepared for it?”, as a reference to hypothesis that Swift could be asserting the discharge of her re-recorded album Fame.
When she didn’t, the model adopted up with the identical picture, solely this time their social staff drew on the pretzel to make it seem like a clown to point out solidarity with the man “clowns” of their group.
Inside 24 hours, the posts racked up 2.9 million impressions, 4,200 reposts and 28,000 likes, proving how nicely the Auntie Anne’s staff is aware of their viewers.
For an additional latest instance of Auntie Anne’s top-tier group engagement, when the model observed a video about their pretzel bucket go viral, they shortly reached out to the creator and reshared it. This surprising increase on social correlated with a rise in gross sales by 2,800 models 12 months over 12 months.
The play: As Auntie Anne’s demonstrates, the perfect group engagement content material prices $0. Nevertheless it does require:
- Giving your content material a human contact.
- Utilizing instruments that elevate posts your group is already sharing.
- Granting the social staff extra artistic freedom.
Independence Village Senior Dwelling: Retirees have extra enjoyable
Racking up thousands and thousands of views and lots of of 1000’s of likes will not be uncommon for Independence Village senior dwelling communities. With many viral movies and a late 2023 TikTok promoting marketing campaign beneath their belt, their staff and residents have enjoyable placing their very own spin on the most recent traits.
Like this latest video of residents interacting with the upkeep staff. The submit shortly racked up 1.2 million views, 230,000 likes and 787 feedback. Like most Independence Village content material, this video is healthful, enjoyable and illustrates the life-enriching tradition of their communities.
By showcasing the top quality care residents obtain, Independence Village is extra more likely to recruit high expertise and provides future residents and their family members peace of thoughts. When you think about the charges of loneliness and unfavorable experiences at senior dwelling services and nursing houses, joy-filled movies like these are highly effective instruments.
The play: Independence Village turns the favored adage “go the place your viewers is” on its head. In circumstances the place conventional channels are hyper-saturated, go the place different corporations like yours aren’t, even when it means attempting one thing surprising.
Topicals: Skincare within the membership
Skincare model Topicals has achieved one thing most manufacturers fail to do: centered the expertise of Black customers by celebrating Black creators and tradition. Of their latest model journey to Ghana, the model captured (and had creators and influencers seize) content material they’ve been repurposing throughout social. The response has been overwhelmingly optimistic.
As TikTok creator @ashathemuseologist places it, “Topicals…is using model methods which have by no means been earlier than—have by no means touched this Earth. Organizing a model journey with Black influencers throughout the diaspora to go to Ghana throughout Detty December needs to be, may solely be, the brainchild of a younger Black girl…I’m the demographic.”
The content material they captured on the journey delivered 80,000 likes throughout Instagram and TikTok, like this video of somebody placing their skincare eye patches on within the membership.
This submit impressed comparable posts, and a Topicals spin on the In and Out submit pattern.
In response to Sprout Social Listening knowledge from December fifth, 2023, to January fifth, 2024, client sentiment of Topicals was 91% optimistic, steadily rising towards the top of December when the model journey to Ghana began. The model journey additionally coincided with a 614% improve in engagements throughout social channels, in comparison with the earlier 30-day interval. Already the fastest-growing skincare model at Sephora, this increase to their model consciousness will solely propel the model to new heights in 2024.
The play: You won’t have the funds to ship creators from throughout the globe on a model journey, however what you must have is folks in your staff who mirror your target market and perceive what issues to them. Don’t be afraid to pitch concepts that haven’t been achieved earlier than simply since you’re afraid you gained’t safe buy-in. Even partnering with influencers offline can gas social buzz, as Topicals demonstrated. Belief that you’re the final word knowledgeable of your group.
Calvin Klein: The “Sure, Chef” heard world wide
Not simply one other celeb heartthrob, Jeremy Allen White is lovingly known as the web’s boyfriend. Within the first week of 2024, Calvin Klein unveiled a marketing campaign that includes the favored actor of their iconic underwear. Although it’s not revolutionary for a clothes model to function celebrities of their campaigns, what was so sensible about this technique was how proper it was for Calvin Klein to drop proper earlier than the Golden Globes, the place Allen White took dwelling the highest prize. It’s clear they perceive web tradition, their viewers and how one can reinforce their model picture.
The marketing campaign’s first 5 Instagram posts practically broke the web, receiving 1.5 million likes and 22,000 feedback the day after the posts had been revealed. The marketing campaign’s YouTube video acquired 282,000 views and their TikTok submit acquired over 3.3 million views at time of this text publishing. Earlier Calvin Klein social posts achieved solely a small fraction of this efficiency, even people who function notable A-list celebrities.
Sprout Listening knowledge from December 5, 2023, to January 5, 2024, reveals mentions of Calvin Klein spiked from 2,747 to 37,19 and mentions of Jeremy Allen White elevated from 537 to 32,958 on X (previously referred to as Twitter) the day the marketing campaign launched.
The play: Even when you don’t have a Hollywood funds, discovering the best spokespeople, influencers and creators is vital. Make investments the place it counts along with your viewers (and when) to maximize your ROI.
UPS: Making drivers the star of the vacation present
UPS drivers are the heroes of the vacation season, usually working additional time to ship presents throughout the nation. This 12 months, UPS spotlighted their hardworking drivers on social, orienting their vacation technique across the folks behind their enterprise. Like on this video, the place a member of their communications staff interviews Quincy, a UPS driver. The interview is generally stuffed with speedy hearth vacation questions, but in addition reveals Qunicy’s spectacular every day supply fee.
@ups Get to know your UPS driver behind the wheel! Delivering the #vacation cheer and dealing laborious to verify your presents arrive forward of Santa’s go to, that’s what #UPSer Quincy does yearly! 🎁🎅
Followers of the model responded enthusiastically, sharing their love for the UPS staff within the feedback part.
In one other submit, UPS reshared a user-generated video the place a buyer posted an indication asking their UPS driver to cover packages from their husband. Within the video, the client might be seen discovering UPS-delivered packages hidden of their outside decor, with the textual content overlay “Finest UPS driver ever!” hovering in body.
Highlighting their drivers paid off for UPS. In response to Sprout Listening knowledge from December 11, 2023, to January 10, 2024, mentions of UPS spiked on X on Christmas Eve and New Yr’s Day, key dates for last-minute bundle deliveries and returns. But, regardless of inevitable customer support inquiries, the model maintained a wholesome 83% optimistic sentiment.
The play: Frontline workers who work together with clients, members, sufferers or college students are what make corporations so nice. Permit them to shine in your social content material.
Creator highlight: Mychal on the Sonoma County Library
As a bonus addition to our roundup, I extremely advocate following @mychal3ts. Although not technically a model or influencer, I wished to finish this listing with a reminder of the positivity and connection social makes doable. Mychal is a librarian on the Solano County Library who shares uplifting tales about working with “library children” and “library grown-ups.”
Of their movies, Mychal reminds social media customers why libraries are so important to our communities and that everybody is welcome, even those that may need felt excluded up to now.
The play: Nobody is aware of the darkness of social firsthand like social media groups. However there are various professionals of social media, too. On the times when the cons appear too laborious to grapple with, keep in mind how a lot pleasure, levity and connection social can convey.
Be a social media innovator in 2024
That wraps up our first installment of the Submit Efficiency Report franchise. Keep tuned for subsequent month’s version the place we’ll be specializing in manufacturers who’re remodeling social buyer care. Within the meantime, keep in mind these key takeaways:
Submit Efficiency Report Takeaways
- Belief your viewers finest and lean into unconventional concepts.
- Spend money on group engagement efforts by humanizing your model on social.
- Spokespeople and influencers should suit your model and viewers.
- Social is a spot to unfold pleasure.
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And when you see a social submit or marketing campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your thought included in a future article.
