Crisp likes ships. When DFDS Seaways needed a differentiation strategy to enhance their presence on Facebook, we were thrilled. But social media had been no breeze for the company so far.
The problem was that in the general population, MiniCruises were perceived as hang-outs for elderly and rednecks. Not a great underpinning for social media success.
Nonetheless, there is a social lighthouse on every dark coast, my dear Watson, and it is Crisp’s duty to find it and steer towards it.
“A ship in harbor is safe, but that is not what ships are built for.”
In collaboration with activation agency, Content CPH, we devised a social media strategy.
Our hypothesis was that exposure to contemporary frames would shape which new standards of judgments, people used to evaluate MiniCruises, thus transforming DFDS Seaways into a brand in vogue on Facebook.
We reframed the company’s MiniCruises through their current arsenal of content, including TV commercials, celebrity endorsements, creative messaging, and brand partnerships.
“Getting yourself to be perceived in a different way sometimes means to refuse simplification.”
Jean Marie-Dru, CEO of TBWA
And ship ahoy! Our social media strategy finally put wind in their sails. The Likes across their network of Facebook pages grew by 3,500%. And the engagement rose by 16% to boot.
What does this tale tattle? Elementary, my dear Watson. People like ships.