Case Study:
How A Data-Led Content Strategy Skyrocketed Consumer Engagement
The Challenge
Generac, a legacy generator manufacturer for household and industrial markets, sought to transform itself into an energy technology company. However, a laser focus on its B2B narrative on social media missed the opportunity to build affinity among B2C consumers—an equally important division of its business. The brand didn’t know how to harness social media data and though there were paid social ads, there was no strategic targeting. This lack of insights forced the brand to theorize about its consumers, and they resorted to a copy/pasted content strategy content across all the social channels.
The Solution
Using social media data to tease out lifestyle insights and engagement behaviors, I developed consumer-centric channel-specific social media strategies for LinkedIn, Facebook, and Instagram based on real audience insights and data.
With clearly segmented audiences that were distinct per channel, I created an organic social media content strategy that put consumer needs at the center of creative execution. Previously B2B content designed for LinkedIn had been copy/pasted across the social media ecosystem—that was replaced on Meta platforms with emotion-driven B2C content that empowered and supported consumers. By pivoting the brand narrative to match what consumers needed, wanted, and expected on each platform, social media engagements and impressions and website traffic skyrocketed.
Top performing organic social media content flexed in paid social campaign and boosted posts. This synergy built the framework for a holistic experience when B2C prospects encountered top of funnel marketing touchpoints.
Lasting Results
+259%
+135%
-34%
Increased social media impressions by +259% and exceeded boosted impressions goal by +102% within 3 months
Increased web traffic by +135%, reach by +99%, and engagements by +42%.
Drove down paid social media campaigns’ CPE by -34%