Several months ago, I realized our Facebook page was, well, kind of bad. Sure, we had optimized the page, added a Timeline photo and were posting regularly. But we weren't getting the kind of engagement required to help our page realize its full inbound marketing potential. As a new, inexperienced social media manager at an agency that touts its expertise in the channel, it was my job to make sure our page was serving its purpose as a branding tool and piece of our overall marketing strategy.
Campbell Soup Company has launched a new line of bold-flavored soups in microwaveable packaging and is trying to cultivate a whimsical, humorous personality for the line to attract millennials. Campbell is also pushing out digital content to draw the attention of these 20-somethings. The new line of soup, Campbell's Go, has Facebook and Tumblr pages, as well as partnerships with BuzzFeed and Spotify that Campbell hopes will convey the personality of the soup and appeal to its target audience.