No journey to the mall is full and not using a bucket of Pretzel Nuggets from Auntie Anne’s or a White Gummi smoothie from Jamba Juice. And if Bari Rosenstein Tippett has her approach, no scroll by way of your social media feed will probably be full with out stopping to look on the newest meme or standing replace from the identical basic manufacturers.
“Our social method is to make our manufacturers a part of the dialog, whether or not it’s by aggressive neighborhood administration, or hopping on a pattern, sending surprise-and-delights or simply doing a bunch of testing,” Rosenstein Tippett stated throughout a name with PR Day by day. “We attempt our hardest to be current in all of these moments, viral and never viral.”
The senior social supervisor for Auntie Anne’s and Jamba, each below the umbrella of Focus Manufacturers, takes a fan-centric method to her craft, specializing in organically changing into a part of the dialog – each the massive and little stuff.
“We simply wish to make our followers a part of the journey and we wish to create for them and communicate with them, not on to them,” she stated. “We would like them to really feel like we all know who they’re, and that we create this content material for them.”
Right here’s how Rosenstein Tippett’s group of two handles their neighborhood of greater than one million followers with enjoyable and a powerful sense of name.
A dedication to the neighborhood
What makes Rosenstein Tippett’s method to social media notable is her dedication to fostering a real neighborhood quite than simply pushing content material out.
On TikTok, her group is dedicated to replying to each remark. Most of those are quick and easy – a “Yesss” of settlement, a smattering of emojis, a easy “thank u bestie” — but it surely serves a number of key functions of their total social media plan.
“It’s loopy what number of likes a few of our high feedback will get,” Rosenstein Tippett stated. “And that’s simply one other type of engagement, one other type of model consciousness. And in order that’s one among our objectives this yr is to actually have a neighborhood administration technique.”
However that neighborhood constructing goes past commenting. It goes all the way in which to stunning a bride and groom with nuptial pretzels.
It began with a TikTok submit the place Auntie Anne’s had been served at a marriage. It hit WeddingTok and blew up. From there, Auntie Anne’s began angling for marriage ceremony invitations. They discovered one in northern Georgia, simply an hour away from their Atlanta headquarters. It was time for a highway journey.
Whereas they did work with the marriage planner and the bride’s mother to verify they’d be welcome on the marriage ceremony, the bride and groom had been fully in the dead of night that pretzels had been being rolled and baked at the back of their venue.
When the grand pretzel reveal was made, unveiling bread merchandise that spelled out the couple’s initials, the newlyweds had been shocked. Rosenstein Tippett stated it was attainable they forgot they’d invited Auntie Anne’s in any respect. However their shock gave technique to large smiles.
@auntieannes So we crashed a marriage final evening 🫣💙🥨 #auntieannes ♬ Marriage ceremony March – Felix J L Mendelssohn Bartholdy and Helmuth Brandenburg
“It was simply a type of moments the place we simply created lifelong model followers, and also you simply can’t replicate that. And yeah, it was positively a core reminiscence for everybody concerned,” Rosenstein Tippett recalled.
And naturally, they turned that second into content material, which scored greater than half one million views.
TikTok, Instagram – and Fb
Jamba’s audience is Gen Z, whereas Auntie Anne’s is each Gen Z and Millennial. It’s in all probability not stunning that their two highest precedence platforms are TikTok and Instagram. Not solely is that the place these audiences spend probably the most time, they’re additionally probably the most time-consuming for content material creation, starting from their month-to-month Instagram photoshoots to the time required to movie TikToks.
“We spend lots of time ideating and concepting round these primary content material items,” Rosenstein Tippett stated. “However we do carve out time to verify all of our different platforms are up and operating.”
Certainly, their largest audiences are on Fb – 1 million likes for Auntie Anne’s and 1.7 million for Jamba. And people aren’t simply legacy followers – they’re energetic and engaged in the present day.
“I all the time say Fb isn’t lifeless as a result of it’s working,” Rostenstein Tippett stated. “And we have now the information to indicate it. We’ve got a really engaged viewers to indicate it. And in order that’s why we get tremendous enthusiastic about our outcomes that we see on Fb.”
This horoscope submit is an ideal instance, Rosenstein Tippett stated. In response to knowledge she shared on her private LinkedIn, that submit has earned 6.7 million impressions, 12,000 likes, 3,000 feedback and 6,500 shares.
“Folks had been so moved to inform us how proper we had been, how incorrect we had been, tagging their associates and asking them is, ‘is that this you?’ And that alone simply confirmed us that we’ve created such an engaged neighborhood that once we create content material, we wish individuals to share and repost and remark.”
They’ve even discovered success with Gen-Z targeted Jamba on Fb, asking followers to chime in to call smoothies and different questions that supply real-time suggestions.
“Not solely have our Fb learnings helped us enhance our benchmarks, they assist us form the way in which we take into consideration our content material,” Rosenstein Tippett stated.
Whether or not it’s from their followers or elsewhere, Rosenstein Tippett’s group is all the time looking out for excellent new concepts for social content material.
“We get inspiration from in every single place. We’re energetic customers on Twitter, we’re energetic customers on TikTok, energetic customers on Instagram. We additionally discover inspiration from different manufacturers that aren’t in our business. So we take a look at trend manufacturers, soda manufacturers, snack manufacturers.”
Nonetheless, it’s important to ensure you are staying true to who you might be and never hopping on any pattern simply to look cool.
“When Tik Tok was an entire dancing platform, we weren’t dancing,” she stated with fun. “We don’t need that in any respect. We’re a pretzel model.”
And on the core of these manufacturers is a boldness and a willingness to experiment.
“We’re not afraid to flop. And I feel that’s the best factor. As a result of we be taught from our flops, we be taught from our successes.”
Allison Carter is editor-in-chief of PR Day by day. Comply with her on X or LinkedIn.
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