We’re firm believers in breaking the mold and testing different strategies. When a potential February social media promotion came up for our client, SCE Federal Credit Union, we knew we had plenty of inspiration and aimed for something unique and lovable.
The goal was to organically increase social media engagement and followers with an authentic approach.
For Valentine’s Day, we played off “ShareTheLove.” The word play can go either way; it’s a call to action for members to share their love for the credit union and a moment for the credit union to express their appreciation for the membership. Since #ShareTheLove is a fairly common hash tag, this also increased the exposure and reach of the SCE FCU brand.
Throughout the day, we asked members questions about the credit union and how they share the love. An email was sent out the week before, not mentioning the promotion, but teased it with an entertaining poem. The results were outstanding.
SCE FCU saw an increase in Facebook reviews and a 5% growth in followers on Facebook, Instagram, and Twitter. We also reached a different segment of their membership, as new followers engaged. Half of them were already following before the email. Their platforms saw an increase in engagement, but most importantly, it was an exchange of quality feedback from the members.
Last year, we learned SCE FCU’s followers
love animals, specifically dogs. So the Tuesday after #ShareTheLove, we took advantage of #LoveYourPetDay. SCE FCU team members sent in pictures of themselves with their pets. It was crucial to the strategy for the images to have both the team member and the pet. We wanted members to recognize the faces they see every time they’re in a branch. It also provided the opportunity for members to put a face to team members that work behind the scenes like the call center. Did we mention they
Engagement skyrocketed. Likes and retweets are often considered vanity figures, and chasing them isn’t necessarily the most productive goal. But promotions like these do help with combatting algorithms. For instance, Facebook arranges a user’s feed based on how likely that individual would interact with the content. Manipulating this feature was key going forward, as Facebook’s latest update prioritizes friends’ content over business posts.
In the end, these two promotions were the perfect fit. #ShareTheLove brought in quality engagement for the credit union, but most importantly a new wave of followers. #LoveYourPetDay used authentic photos of real team members and their pets (did we mention SCE FCU members
love dogs?) that gave them something worth engaging with. Between the engagement with the two campaigns, we’re looking to have a one-up on the Facebook algorithm and a happy, engaged audience.