Valentine’s Day, Politics and … Baseball?
Rite Aid and 1-800-Flowers took advantage of the upcoming holiday to land among the week’s top-moving brands on Media Logic’s Retail Social Juice Index (RSJI). Rite Aid received an abundance of new fans and wall posts after sending an email to customers announcing its Valentine’s Day Sweepstakes promotion. And by sharing a photograph of a Valentine’s Day candy basket available for purchase, 1-800-FLOWERS appealed to its community’s sweet tooth – nearly 7,000 fans liked or shared the image.
Pandora, LUSH Cosmetics and Tacori also earned high RSJI rankings with Valentine’s Day posts and promotions.
L.L. Bean earned a top spot among the “big movers this week” when a political comment from the company’s part-owner and board member, Linda Bean, was misconstrued as the company’s viewpoint. After Bean announced her support of Ron Paul for President, likers took to the L.L. Bean wall, voicing their opinions of the brand’s position. But the brand promptly posted an official statement that it valued the community’s political enthusiasm while explaining that Linda Bean’s political views were personal and not representative of the company. Despite this, some likers continued to post their appreciation for the brand’s support of the presidential candidate days after the clarification.
Possibly the most confusing – yet successful – story of the week comes from DSW. During a season that is most well-known for football, basketball and hockey, DSW earned the highest engagement of the week with a post about a famous baseball player. Just a few days before Hank Aaron’s 78th birthday, the brand posted a status update announcing that the legendary Hall of Famer also serves as a member of DSW’s board of directors. A Facebook announcement encouraged ikers to post “I love that Hank Aaron is a DSW shoe lover… just like me!” for a chance to win a surprise giveaway, and inspired a flood of enthusiastic wall posts from both shoe lovers and baseball lovers alike.
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