Woolite Ireland

Brief

Woolite Ireland wanted to develop a social media strategy in the Irish market that would help to re-position the Woolite brand. This included developing the social media platform 'Love Clothes, Love Woolite' on which Woolite Ireland could grow.

• Increase activity through the Facebook page
• Drive entry to the shopping spree competition
• Increase trial and purchase
• Increase the fan base

Red Ant Strategy

• Develop a social media presence
• Develop brand social media guidelines and responses
• Develop ways for fans to engage both through content and applications
• Develop a strong call to action

Tactics

• Create a tab that allowed fans to share tips on everything from upcycling their favorite clothes to recommendations on the best shoe repairer in Dublin
• Create a competition to drive membership
• Work with Woolite Ireland to develop content for the Facebook page
• Develop a data collection tool to re-engage fans

Results

• Increase in fans on Facebook by 1000% in the first 7 days
• Drove over 500 entries in the first 5 days