SXSW Interactive 2013
How A Hairy, Sexy 'Stache Made A Brand Relevant
It’s no secret that businesses struggle with shedding corporate skin on social media, especially when attempting to make a “boring” topic relevant to consumers between the ages of 18-35, who are the most active online. Most corporate blogs and social channels, especially those in the “not-so-sexy” industries, are known to be poorly visited and unengaging. So how do these companies become more relevant to a young, social consumer?
H&R Block and American Mustache Institute’s joint launch of the `Stache Act is a good example of how to do that. This campaign, which fought for a $250 annual tax deduction for mustached Americans, generated unparalleled buzz for H&R Block within its target demographic, increasing Buzz Score by 14 points and closing the gap with competitor Turbo Tax. In this presentation, Scott and Aaron will use `Stache Act to educate social media brand managers on ways to use content to transform a brand’s personality for an audience of socially savvy consumers.
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Additional Supporting Materials
- What are the most common challenges faced by old, “boring” brands on social media?
- How can these brands use content to establish and maintain relevance with younger, socially active consumers?
- How can these older brands achieve this relevance without compromising on their history and established brand identity?
- How can brands take their audience’s online chatter and turn it into offline action?
- What role does cause-based marketing play in campaigns like these?
Donna Ho, Account Coordinator, SHIFT Communications