Owing to a successful Twitter campaign emphasizing surprise and delight on behalf of Zatarain’s, FSC Interactive was honored with an Award of Excellence for socialmedia from the New Orleans chapter of thePublic Relations Society of America (PRSANOLA). PRSANOLA judged each submission on the basis of content, creativity, quality, technical excellence, and results, and Zatarain’s Surprise & Delight approach exemplified these requirements. As we celebrate this achievement, we also can reflect on particularly successful aspects of the campaign.
Taking Surprise & Delight to Twitter
To increase loyalty and customer retention while humanizing the Zatarain’s brand, FSC Interactive launched a recent campaign focused on surprise and delight on Twitter. Campaign strategies included sending personalized Tweets, Zatarain’s products, and hand-written notes from the Jazz Man in an effort to play on the strong emotions and memories that can be created through unanticipated happiness.
Social media – and Twitter, in particular – is fast becoming a consumer’s top choice for customer service. In fact, 72 percent users who Tweet at a brand with any sort of complaint expect a response within the hour. With firm analytics in mind, FSC used Twitter as a channel to find potential users, identify and reward brand “Super Fans,” and, most notably, turn unsatisfied Zatarain’s customers into brand advocates.
Keywords and Customer Service
While FSC always monitors closely for unsatisfied customers using the @Zatarain’s handle, the team took it one step further. Using keyword monitoring, FSC Interactive was able to find and rectify negative conversations that did not specifically implement the Zatarain’s hashtag or handle. Zatarain’s entered these conversations to resolve the problem and then provided new products to disappointed customers in hopes of changing opinions and exposing our customers to the variety of opportunities the brand offers. All unsatisfied customers posted positively on Twitter, reversing negative sentiment and increasing the brand’s reach to its Twitter followers.
As it turns out, we were the only firm without a Public Relations service line that won a PRSA Award of Excellence that night. And that’s not all! Take a look at some of the other PRSA Awards we won at FSC:
- Merit Award for the Loyola Selfie Campaign
- Merit Award for the Loyola April Fool’s Campaign
- Merit Award for Riverwalk Grand Opening
- Merit Award for Follow Your NOLA Food Truck Campaign in partnership with Spears Consulting Group
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