Reese's Puffs Cereal
Social Media Specialist
I came onto the Reese's Puffs team after the brand had been dormant on social for a year.
The challenges were:
- Find a way to engage an untapped Millennial audience
- Reignite a disinterested social community
- Operate with a limited budget
After working with an agency to explore the Millennial mindset, I created the foundation for a social strategy that would resonate with that audience, reengage lapsed fans, and allow my designer to create in an efficient, budget-sensitive way.
I came onto the Reese's Puffs team after the brand had been dormant on social for a year.
The challenges were:
- Find a way to engage an untapped Millennial audience
- Reignite a disinterested social community
- Operate with a limited budget
After working with an agency to explore the Millennial mindset, I created the foundation for a social strategy that would resonate with that audience, reengage lapsed fans, and allow my designer to create in an efficient, budget-sensitive way.
The May Campaign
As the fiscal year was coming to a close, some funds opened up and I was able to create a month-long campaign to test our content pillars and draw new audiences in to the Reese's Puffs community. Working with my designer, we created a total of eleven pieces of content, five for the first half of the month, six for the second half (inspired by the results from the first half of the campaign.) We pushed the content out to two camps: fans of sweet cereals and fans of Reese's Peanut Butter Cups. We were able to use the information gained from the first half of the campaign to create great content for these audiences. Our cost per post engagement was between $0.05 and $0.06, and our average engagement rate was over 7.1% |