Building a social voice and follower community for the globally renown watch brand’s first two smartwatch lines
Casio America, one of the world’s leading manufacturers of consumer electronics, began to expand their timepiece division by introducing two new lines of smartwatches. With this new initiative the Casio team partnered with iMedia to help define the social voice for each brand across Facebook and Instagram, identifying new target markets while still engaging with Casio’s current loyal audience base.
With no social strategy in place for these two brands, iMedia needed to identify what types of content the ProTrek and Edifice audiences would respond best to and how to get their community of followers to engage with them. Additionally, it was crucial to set up a content calendar and reporting metrics to measure how frequently the brand should post and how to measure success.
What We Did
Engaging Post Design
Developed post, story, and video creative assets that were unique for both Facebook and Instagram by focusing on imagery styles that would educate followers on the smartwatch’s style and technology. Being tasked with growing the follower base, it was crucial to build content variation and a variety of content types to better understand what followers best responded to.
iMedia increased overall brand engagement (followers, clicks, engagements likes/comments/shares), honed the brand voice, and drove traffic to the website by handling the day-to-day management on Facebook and Instagram. While maintaining a posting schedule of 2-3 times per week, the team also monitored the social channels daily to moderate and respond to users and customer service questions and comments.
Facebook and Instagram
iMedia created a social strategy allowing the team to integrate social commerce features where users could begin their shopping experience within the post and checkout right within the social app. Leveraging brand ambassadors was key to generate more frequent, organic content to inspire shoppers and to help build brand awareness for followers of the ambassadors that might not currently engage with the watch brands. Additionally, to grow our audience base on Instagram, it was important to establish a hashtag strategy that helped to expand the posts’ reach.
iMedia created monthly and annual data metrics and goals. The reports were broken out into brand and platform specific reports that measured the level of success per post and follower count. Recommendations were made to optimize presence on owned channels, overall strategy and content direction adjustments, and opportunities within a competitive set.
Both the ProTrek and Edifice watch brands increased engagement with consumers on Facebook and Instagram through a variety of content types, comments, and interactive polling features. Within four years of building a social community and posting strategy, we achieved: