JSH&A’s social strategy for the newly launched Reddi-wip Facebook page successfully brought to life the brand’s “share joy” message via sharable content and interactive promotions that drove fan growth and engagement.

1. JSH&A whips up reach and engagement
for Reddi-wip Facebook page
Job to be Done: Drive community growth and
engagement on the new Reddi-wip Facebook page, while
bringing to life the brand’s “Spontaneous Moments of Joy”
message.
Strategic Approach: A multi-pronged approach
successfully spread the joy of Reddi-wip among fans:
o Acquisition: A timely, berry-themed like-gated
promotion increased fanbase by 115%; paid support
for both planned and opportunistic content ensured
increased reach.
o Engagement: Mix of branded and unbranded content
capitalized on real-time moments , resulting in above
average engagement for a ConAgra brand page.
Outcomes:
o 342% increase in page “likes” from June-Dec. 2013
o Average post engagement was consistently 250%
above average post engagement for CAG brands
o Average daily engaged page users of 1,200+