CHALLENGE

Dole’s digital consumer support service was overwhelmed with the complexity and sheer volume of social posts on Facebook and Twitter, especially during periods of high stress, including occasional product recalls, and large scale promotions.

SOLUTION

The roger team implemented a comprehensive social media monitoring and response strategy that ensures consumer concerns are immediately addressed, marketing messages reach the right audiences, healthy recipes shared, and opportunities to attract and entertain consumers were effectively identified and presented. Additionally, we helped execute a high profile partnership with Disney through content development and video production to meet customer demand.

RESULTS

Dole’s social media audience actively embraces its brand and continues to post positive content on multiple online platforms, even promoting and defending the company and its fruit and vegetable products when necessary. The film promotion with Disney was wildly successful and was a big aid increasing overall customer awareness and expanding brand equity.