Establishing a National Discount Retailer on Social Media
Introducing the country's largest single price point retailer to social media.
Services
Social Media Marketing, Content Creation, Analytics & Reporting
Results
Platforms
Facebook, Twitter
Project Overview
Dollar Tree, the country's largest single price point retailer, sought to expand its marketing footprint and establish itself on social media. While a well-known and respected brand, Dollar Tree had to this point not ventured into social media and did not have a structure approach to communicating with their customers on Facebook, Twitter and other social media channels nor understood the wants and needs of their audience in these channels.
We were engaged to create a safe space for Dollar Tree's customers to share their enthusiasm for the brand, learn about new products and have their customer support questions answered.
Execution
As Dollar Tree had no existing presence on these or other social media platforms, the entire social media infrastructure, systems and processes had to be created and managed. This included:
- A branded presence on Facebook and Twitter.
- Social media guidelines, policies, and results.
- Social media content development.
- Social media positing and platform management.
- Continuous monitoring of customer dialogue and questions on the social media platforms.
- Development and execution of promotions, contests, and customer engagement activities.
- Performance analytics and sentiment analysis.
Results
The launch of the Dollar Tree social media presence was a resounding success with ultimately millions of customers following and engaging with their branded profiles.
- 100,000+ connections and followers in the first months of the social media program.
- Research demonstrated an average social media follower spent 300% more than non-followers at Dollar Tree retail locations.
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