Mobil1 had social media accounts and was posting content, however they lacked a dedicated strategy and staff to execute it. Without community management, their following was low for a brand of their size, and their awareness and engagement had lots of room to grow.
We started by researching their target market and developing an overall strategy for their social media platforms. Community managers were put online at all hours of the day to ensure proper listening and responses to comments. Part of the strategy involved contests and giveaways to increase engagement and fans. We also ensured that any published content was localized so that it appealed to our target market.
Fans loved the increased customer service and engagement on social media resulting in an engagement hike of 400%. Twitter followers quadrupled from 11k to 48k in just one year. Our contests were a hit with over 700 entries.
One specific contest that gave away autographed jerseys and balls after the Crown Prince Championship resulted in 6k followers and 7.8k retweets.