Building Community Around Purpose
Our client, a beta platform to provide parents with controls and tools for their kids’s social media usage was ramping up extremely quickly. They needed market research, but also needed real-time qualitative feedback to inform UX, branding and messaging.
Since the target audience of parents was on social media and the product addressed key parental concerns on social media, our strategy was to utilize the platforms to create awareness of the product while also providing on-going feedback and community. We developed a strategy which gave parents early access while also offering them a place to discuss online safety with one another. We lead with community development and encouraged loyalty by providing a “safe space” for parents seeking resources. The community received early access to the tools and their conversations informed messaging and product development. Through a blend of owned content including organic social media and blogs, we provided resources and guidance to parents looking for advice surrounding social media. We engaged parental influencers and mental health experts to provide emotional support. All owned content was integrated into product development, PR and marketing initiatives.
In addition to providing community management services, we also ensured internal team members were empowered to engage their audience through community management training to ensure integrated internal understanding of the consumer and community.
Through social and media listening, we developed a data-driven feedback loop used in all marketing and communications, resulting in timely messages for use in marketing & media relations.
While providing social media resources to parents in the community, we also tested content types and styles to see what resonated most strongly with parents.
We identified and engaged influencers who resonated with parents to review the product in both beta and pre-launch mode.
Organic digital brand impressions across social platforms including Facebook & Twitter.
Average monthly unique people reach on owned digital properties.
Increase in organic Facebook impressions. Our community of engaged parents and influencers were sharing tips & hints and engaging with our client’s tool providing essential feedback for both product development and communications teams.
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LOS ANGELES | DENVER | NEW YORK
Public Relations for Purpose Driven Brands