So gewann Eurpac 47 % mehr Follower in den sozialen Medien
With a fresh approach focused on engagement, the company brings a centuries-old institution—the commissary—into the digital age
Incorporated in 1951, Eurpac Service Inc. is an employee-owned global sales, marketing, and distribution company serving consumer goods manufacturers, retailers, and government agencies.
One of the benefits of military service is access to shopping at a global network of commissaries, which sell groceries and household goods to members of uniformed services and their families at cost plus a surcharge. But in recent years, foot traffic has fallen at commissaries—especially among younger shoppers.
Eurpac—a services company that counts the US Defense Commissary Agency among its list of clients—knew that to increase foot traffic, commissaries needed to connect with young audiences where they spend their time: on social media.
The company created its first official social media manager role, hiring Evan Davis and throwing him into the deep end with his first assignment: update the dusty image of a nearly 200-year-old institution—the commissary—for the digital age.
So schafften sie es
When Evan started, Eurpac had accounts on the major social networks, but was publishing infrequent posts to a small list of followers with low engagement. To scale up the company’s social presence and boost engagement, Evan knew he needed a strong strategy for building engagement based on a regular cadence of posting quality content.
With big plans for a packed content calendar and lots of engagement across multiple accounts, Evan turned to Hootsuite’s Professional plan to help schedule and manage Eurpac’s social media presence.
Posting the right mix of content at the right frequency
Taking inspiration from successful retail industry social accounts, Evan increased posting frequency from a single post per month to three to four posts per week.
Using Hootsuite Publisher, Evan plans and schedules content three weeks in advance. By posting a variety of content types (from tips and recipes for busy parents to profiles of diverse figures from military history), he’s grown the company’s social following by 46%, while also learning which types of content resonate with his audience and draw the most engagement.
Reporting for management buy-in
Even the best strategy won’t get buy-in from leaders if you can’t show it’s working. With Hootsuite’s reporting features, Evan can quickly pull reports on key metrics to show the performance of individual campaigns, showcasing the company’s success in reaching new audiences via social media.
Hootsuite has saved me numerous times and made me the ‘main man’ in my office.