Tax season is upon us and so are the advertising campaigns of the companies that want to prepare our returns.
This season, Jackson Hewitt, working with agency 22squared, is coordinating all elements - TV, print and multiple social channels - in an attempt to be heard above the roar of the significantly larger media spend of competitor H & R Block.
In this conversation, Jackson Hewitt's Director of Interactive and Social Media David Koroghlian (top left) and Chris Tuff (lower left), SVP/Director of Earned and Emerging Media at 22squared, reveal how they have achieved success that has, according to the companies, exceeds their expectations.
The campaign includes TV advertisements tied into a "Digital Dance-Off" Facebook contest, along with paid ads on Facebook. New campaign elements are introduced using platform prioritization with the objective of having each aspect reinforcing the others.
Koroghlian and Tuff talk about the specifics of this campaign and reveal some of its social media growth metrics. They also share their thoughts about platform integration, setting expectations for social media initiatives and brand/agency collaboration.
Rapidly growing a Facebook fan base and increasing word-of-mouth mentions on channels such as Twitter is an accomplishment. Strategies to leverage these gains for long term engagement and conversion are essential.
This convo is sponsored by:
Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue's Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.
Brandwatch is one of the world's leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.
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Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers integrated social, digital and linear media solutions. Join his conversations on Twitter and Google +.