How to make a mission impossible, possible.
BRITISH AMERICAN TOBACCOServices Social Media Management Social Media Strategy Channels
Social Media Channels
The brief? To grow the brand communities totally in-house, without being able to communicate the product directly and facing major restrictions.
It seemed an impossible mission, which is precisely why it caught our attention.
We found ourselves in a complex and structured reality, many constraints of action, ambitious KPIs and the need for a strategic line that would also guide the integration of off-line activities and projects. The solution required a technical approach and a lot of lateral thought.
We identified the role & purpose of every profile, “digitised” the tone of voice and outlined the major trends of the social world in a well thought-out and optimised editorial calendar.
We devised a solid strategy, based on the principles of active engagement and affinity, specifically to address the seemingly opposing needs of expanding our communities while keeping them engaged and active.