Walgreens
Background
The Walgreens Community Management team needed a leader as its Director of Social Media was going on paternity leave in a week’s time. My task was to get onboarded, transition the team to new leadership under myself, and get to know client objectives in order to make improvements.
Problem
During our first meet and greet, I asked the clients to give an honest review of how the team was doing, and what we could be doing better. The team had only been working with Walgreens for about 6 months. The clients indicated that the team was doing a great job, but they wished the responses would have more brand personality, the team would take more proactive approaches to creating content on the fly, use data to make more decisions, and that we could somehow get more engagement on our posts.
Solution/Results
Under my leadership, the Walgreens CM team was hugely successful.
To get more brand personality, we aimed to speak more like our audiences on each platform. A more cheeky approach to Twitter, a glamorized visual approach to Instagram, and a humorous approach to TikTok.
To create more content on the fly, we were able to expand our efforts on all platforms by getting creative with how we produced work. We were able to start using Canva to create more content faster when we spotted trends, create TikTok duets with those who were already mentioning Walgreens, and comment on TikToks with relevant, humorous responses.
To garner more brand action from data-based insights, we were able to use social listening to our advantage instead of just typical reporting (i.e., we were able to spot that Walgreens had a sponsorship with Chicago Sky WNBA team and started a weekly series tweeting for each game, the team ended up winning the championship for the first time) and use data to promote action on the page and recommendations for what we could do with the page (i.e., make recommendations for what to say when there was negative press to get ahead of it).
To garner more engagement, we set up a Slack bot to automatically send us tweets regarding Walgreens with anyone who has more than 1,500 followers. We were able to find a tweet of Lionel Messi being spotted in one of the stores, posing for a selfie with a customer. We retweeted with the comment, “We don’t usually allow GOATs in our stores, but we’ll make an exception.” In under 24 hours, we had 13M Impressions, over 7k retweets, and 35k likes. The audience has responded in a positive Net Sentiment of +100. Our top engaged tweet of all time.