A fresh, new, juicy tale.
Helping reinvigorate the Peel Fresh brand on social media.
Peel Fresh was looking for an agency to breathe a fresh new life into its social feeds. Dentsu Singapore was looking to break into the social media space and hoped to leverage its positive equity with the brand, earned through successful offline campaigns. But this was no easy task as the juice category in Singapore is especially challenging, being dominated by brands trying to ape each other on social media and in-store. What’s more, there is low brand loyalty, with customers succumbing to a free-prize inside model in the last mile of purchase.
In order to carve a sustainable niche it was apparent that the brand needed to go beyond just freebies & contextual posts. As the strategy support for the pitch, it was clear to establish that the agency needed to differentiate with content pillars that pushed a refreshing lifestyle & tonality with every post. Developing a unique brand identity on social that complemented offline campaigns. Balancing intricate ‘hero content’ anchor campaigns with regular content columns. What brought this to life was a vibrant visual style, with monthly content themes that helped drive engagement and got fans interacting with the page once again..
What it was likeOne of my key contributions to this pitch was helping bridge the skill gap within the agency helping in bringing some of the expertise that I had forged on brands like Mercedes-Benz and Pedigree to the fore. This included helping the agency in selecting the right reporting tools and establishing a monthly reporting format for the brand. It also involved working closely with the account management team to establish monthly creative briefings. Once we won the pitch my role was in tracking the success of the page using analytics tools from Social Bakers and working with the Social Bakers teams to understand key reporting metrics.
Social Media Strategy