Everyday Value with Social

Before we took the reins, fred’s Pharmacy had trouble with consistent messaging across all social channels. Their visuals and voice weren’t clearly defined, which led to low customer engagement. They also weren’t gathering enough data from trackable assets like coupon codes. We identified opportunities that would have a lasting, positive impact on their business goals and brand image.

THE APPROACH

Historically, the brand’s social direction has focused solely on new product and promotions. We didn’t set out to change this—it’s still the core of their business. Instead we looked for new ways to showcase these products. Eye-catching animations and narrative copy played a significant role in that transformation. They were excited by our recommendations to use new ad platforms and technology, like Facebook Canvas and 360-degree videos.

To boost engagement among followers, we brought balance to the messaging mix. Starting with several posts a month, we took straightforward promotions out of the equation. Conversational language, editorial imagery, interactive polls, health insights and more deepened customer connections to the brand.

Our team created and followed monthly content calendars. That meant knowing what would be trending when and posting accordingly. Unique promotional barcodes that could be easily tracked brought even greater transparency to that data.