Case Study // Mrs. Dash Social
The Mrs. Dash foodservice brand had limited social media exposure – only rarely posting through their Twitter account. With foodservice operators becoming more and more reliant on social media communications, they came to us for additional assistance on increasing their brand communication in this channel.
Provide a consistent message on a regular basis with the ultimate goal of being viewed as a thought leader in the category and in the foodservice industry. This was to be accomplished by engaging current followers, new followers, and expanding into Facebook with general information and original content.
A competitive social media assessment was conducted to determine what was actually being communicated to the industry in this category. A content strategy was then developed to go hand in hand with the Mrs. Dash foodservice traditional media strategy. This strategy included original content used in custom eNewsletters, chef insights, sponsored editorial, new recipes, and photography.
Content was uploaded for a 4 to 5 month period to ensure information was there to view as follower-ship was initiated. This initial content included recipes, ideas for menus, and sharing of industry information. A series of promoted posts and page promotion campaigns were then used to grow the base of followers. After a time, it was determined that Facebook would be the main speaking platform for its audience.
Since that time, original content has been developed and boosted consistently to increase reach and follower-ship. From chef travels and restaurant tours to custom eNewsletters, recipes, and photography, the content continues to showcase how Mrs. Dash foodservice is, in fact, a thought leader.
Since the launch of a consistent Facebook profile and content management, followers have risen over 173% and post engagement and impressions have continued to grow steadily.