Executive Creative Director / Art
Executive Creative Director / Art
Miller’s Latin American agencies were using their social channels to broadcast their message instead of fostering their customers’ brand experience. In short, they weren’t engaging their fans. What they needed was to get their agencies to think differently about social in a way that still empowered them to creatively contribute to the overall social strategy.
After spending a day with the client brainstorming on different approaches to helping agencies create more engaging content, a number of ideas and tactics were outlined. A primary tactic coming from the meeting was the development of a social engagement guide.
The guide functioned as an organizational roadmap to integrate social into their marketing efforts more effectively and increase engagement with their customers.
The guide included details on the best ways to engage and respond to customers. It also provided direction towards developing creative content consistent with brand positioning.
An “Engagement Cheat Sheet” ensured that agencies understood the expectations and gave them a solid game plan for managing social channels and their community.
The Engagement Guide was delivered in conjunction with a “Digital Summit.” The Summit provided agencies a more hands-on approach to understanding the content in the guide.