Our client needed to build robust social media followings for their six aquatics brands from scratch.
To build highly enthusiastic and loyal fan bases for Tetra®, Marineland®, Instant Ocean®, Tetra® Pond, Tetrafauna® and GloFish®, we knew we had to focus on pursuing long-term repeat engagement, not just one-and-done "likes." In the fall of 2010, we began to build a following of loyal customers on Facebook organically. Knowing that “likes” was a hollow metric, we focused on "engagement rates.” By slowly building a smaller, more active following over time, we were able to build a solid fan base. Because of this, we have consistently been able to push through the many algorithm changes with excellent results. In addition to Facebook, AG has expanded Spectrum's social media efforts for all six brands, making Pinterest, Twitter and YouTube additional go-to sources of information and inspiration for loyal fans.