Through social listening, I identified “surprise and delight” opportunities to build brand affinity and create highly-sharable content, all centered around feel-good stories. Some of these opportunities include:
Coordinating a local team to build a wheelchair ramp for a disabled Corgi
Organizing an in-store photoshoot for a couple who got engaged in their local Lowe’s
Surprising key influencers with gift cards for organic social mentions
Replacing a disappointing Christmas Tree from a competitor with a hand-picked, hand-delivered tree, complete with personalized ornaments
Through coordinating with in-store associates, external partners and PR, we were able to secure media coverage for many surprise and delight opportunities and drive engagement rates much higher than industry benchmarks.