What did we do?
We didn’t want to just stick a logo on the posts. This would undermine the meme-style and authenticity, resulting in less engagement. So, we looked at other brand elements and ways to incorporate these into the posts.
For post captions, we selected a font similar to the logo. This was combined with a colour pallete lifted from the Right Guard cans. We also developed an ownable illustration style, reducing the client’s reliance on stock imagery and creating a more flexible approach.
Pull knew Facebook’s algorithm changes were geared towards engagement. Posts with more would be favoured over those with fewer. This had always been the case but with the reduction in space available to brands, it was more important than ever.
Analysing their previous posts, we identified a trend. The content was largely aimed at men, yet on previous posts females were far more likely to comment or share. We realised that by adjusting the post content to depict more scenarios relatable to both sexes, we could drive greater engagement, increase our presence on people’s feed and, combined with the new creative approach, drive greater brand awareness.