Hero Dogs

Content Marketing for IAMs

Mark Faber

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IAMs social media presence used to be very strong with a large following and loyal fans, lately they have fallen off the wagon and been posting less often without a strong engagement. I want to explore an idea to return IAMs to the alpha dog position with a new content marketing strategy. I would dedicate the month of June to Hero Dogs. To start the new promotion would be a Tweet sharing the news that all service dogs receive 50% off a bag of dog food by simply tweeting a picture in their service vests with the hashtag #IAMsFeedsHeroes. On Facebook I would share as many articles and news stories about dogs saving or helping others and encourage our followers to share personal stories and any other articles they might come across.

Engaging with our followers in a positive way by highlighting the great deeds that dogs are capable of it will create a feeling of positivity that will be associated with IAMs. By the end of June I would expect Facebook posts to average 250 likes, 100 comments and 75 shares (all organic). Twitter will be our other major outlet for releasing images of service dogs that have been tweeted to us for the discount. My goal is to average 50 retweets and 50 favourites per tweet by the end of June.

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Kickstarting IAMs social media posts with these positive and heartwarming stories will be the best way to re-engage the once loyal brand following IAMs had without annoying consumers with advertisements. Converting those feel good tweets into a positive association with IAMs will translate into a positive feeling when buying IAMs products, causing an increase in sales.