Reference no: EM133216580

Harris Teeter National grocery and pharmacy chain Harris Teeter approached us to help them boost visibility in social media. The challenge, in this case, was the fact that there was not much room for error. Grocery businesses have razor-thin profit margins, which means that every dime they invest in marketing needs to have a strong likelihood of producing a return. There is not much to waste. In addition to that, most grocery stores customers are located within a short distance from the grocery store of choice and don't tend to venture further. These customers are also quite price sensitive. We started off by testing a variety of different ad creatives, targeting segments, and placements. This helped us find a few combinations that delivered the most visibility for Harris Teeter in terms of a social media fan base. Once the fan base was established, we started growing the engagement rates of posts. The strategy we used to get in front of new customers was behavioural targeting. We implemented geographic targeting of ads, Lookalike Audiences, and oCPM (Optimised Cost Per Mille) bidding to stretch ad dollars the furthest. On social media, images become "stale" faster than they do on other channels because of the speed of content consumption on social platforms, so we rotated fresh images more frequently. Now, let us talk results. We drove 15,000 people to Harris Teeter stores with a single campaign. We also doubled Facebook reach within six months and monetised new fans, with just one coupon campaign drove more than 25,000 conversions during the holiday season. We also boosted post engagement by 400%. 2

QUESTION: You have been appointed as the head of the digital marketing for Harris Teether, as the leader of the department analyse and advise Harris Teether of platform considerations when developing a social media communications strategy.