How a global framework can enhance local engagementCONSUMER GOODS BRAND
GLOBAL SOCIAL PLAYBOOK
LOCAL ENGAGEMENT WEBINARS
Consumer goods brand develops global social playbook and local engagement programme
In 2018, Creative Culture was approached by a global consumer goods brand to optimise their social playbook.
The brand was facing compliance challenges from the local markets due to varying levels of maturity in social media management, the lack of UX from the various toolkits provided as well as little understanding of social trends and metrics. This ultimately translated into a lack of customer engagement across markets. The brand tasked Creative Culture with transforming the playbook into a digital framework that could be consulted as a strategic reference tool, and, more importantly, rally all teams under a common mission to achieve compliance and success.
Based on the feedback from the local markets, Creative Culture increased the playbook’s user-friendliness (clickable links, external resources to explain topics, etc.). Our in-market strategists and community managers developed a range of bespoke tools to serve the central and local teams’ best interests.
Key to the success of the playbook and framework was to involve all stakeholders and local teams in the creation process to maximise engagement and compliance.
To this end, we designed a replicable annual plan including in-market webinars, tutorials and Q&A sessions to interact with the local teams and share current trends established by our local experts. To implement ongoing feedback, we also created Facebook groups for local teams and scheduled bi-annual satisfaction surveys to gather feedback and constantly implement best practice into the overall framework.
The new playbook drove higher levels of engagement both internally for employees and externally on social media.
Using Creative Culture’s locally tailored engagement offering, our teams helped another client to build a global collaborative framework that is relevant to all stakeholders involved.