Right Guard were creating meme-style posts in-line with their positioning as the brand with ‘the driest sense of humour’. And these were doing well. However, the Right Guard brand was taking a back seat in these posts. If a friend had shared it, you might never have known it was created by Right Guard. They also wanted to give more prominence to their female range.
The challenge for Pull was to come up with a way to retain their strong social tone of voice, while also coming up with a strategy that allowed them to brand these posts and reach a wider female audience.
If that wasn’t enough, Facebook announced algorithm changes at the start of 2018, reducing the space available to brands within the news feed. Our challenge was clear: how do you make your brand stand out when Facebook has reduced ad space.