Building relationships beyond social networks
At the heart of our strategy was the purpose of strengthening and increasing the brand’s community. We utilized UGC content in order to convey authenticity and reliability to the brand, ensuring that people felt that they were, and are, part of something they really care about. We launched the #YourHorseStory in order to increase user interaction by inviting them to share personal content that will enrich the brand’s social profile.
Difference between Instagram and Facebook community
The relationship between TDC and his community varies according to its social media platform. On Instagram the brand has to garner reflection and empathy from Gen Zs and Millennials, who are experts in social dynamics, inclined to interact with digital content. However, in contrast, its Facebook community is primarily made up of baby boomers, who are less familiar with the functioning of social networks. It is according to these specific features and characteristics that we have created simple and clear call to actions in order to guide the relevant user and their actions as much as possible. The CTAs, which invite users to answer quizzes or to discuss issues by sharing photos of their horse, have thus been adapted to meet the relevant needs and requirements of community members.