IMC 641: Social Media campaign for Enegergizer

Energizer Bunny Social Media Campaign

Energizer Bunny

Social Media Campaign

Denisse Leon

West Virginia University

April 20, 2016


Table of Contents

Executive Summary.............................................................................................................4

Introduction..........................................................................................................................5

Opportunity..........................................................................................................................5

Current Social Media Channels...........................................................................................6

Facebook.......................................................................................................................................6

Twitter..........................................................................................................................................9

YouTube.....................................................................................................................................10

Google +.....................................................................................................................................11

Competitor.........................................................................................................................12

Accounts Snapshot.....................................................................................................................12

Duracell......................................................................................................................................13

Rayovac......................................................................................................................................14

Audience............................................................................................................................16

Females.......................................................................................................................................16

Generation Y/Millennials, Marital Status, Race and Income.....................................................16

Social Network Participation......................................................................................................19

Objectives and Measurement.............................................................................................22

Increase brand engagement by 20% within 12-months..............................................................22

Increase brand exposure by 10% within 12-months...................................................................23

Improve SEO by 20% within 12-months...................................................................................23

Channels............................................................................................................................24

Facebook.....................................................................................................................................24

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Twitter........................................................................................................................................25

Instagram....................................................................................................................................25

Pinterest......................................................................................................................................26

Google+......................................................................................................................................26

Vine............................................................................................................................................26

Editorial Calendar..............................................................................................................27

Creative Samples...............................................................................................................28

Facebook.....................................................................................................................................29

Twitter........................................................................................................................................29

Instagram....................................................................................................................................30

Vine............................................................................................................................................30

Pinterest......................................................................................................................................31

Google +.....................................................................................................................................31

Conclusion.........................................................................................................................32

References..........................................................................................................................33

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Executive Summary

Social media has become an integrated part of everyday communications, and has

revolutionized the way companies connect with its customers. Understanding the demographic,

psychographic, geographic and behavioral characteristics in the consumer market, can help to

define influencers and advocates for the brand.

As DeMers suggests, using social media to build brand loyalty with customers requires

understanding customers’ wants and needs. Companies can do so by strategically marketing to

the target audience and actively listening to their feedback, it can help the brand to “earn a

reputation for quality and responsiveness” (DeMers, 2013).

This paper will look at the Energizer Bunny presence in Social Media and the potential

the brand has to increase its awareness, develop a community of brand advocates, drive website

traffic, and in turn increase sales and revenue.

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Introduction

Since 1989, the Energizer Bunny has been an iconic element of the Energizer brand

representing the “boundless energy and innovation - that's positivenergy™” (About The Bunny.,

n.d.). The Energizer Bunny campaign was originally created to “one-up the already firmly

established Duracell bunny in the highly lucrative rabbit/battery market” (Culkin, 2011).

“Intended as a one-time parody,” the cool pink bunny with sunglasses soon became a popular

pop-culture icon describing the long-lasting batteries that keep on going and going and going….

(The Advertising Century, 1999).

Creating a social media strategy that fits best for the Energizer Bunny will require to have

a better understanding of the unique purpose and use of the wide-range of platforms, in order to

“select those that offer the best potential for reaching your ideal audience and broadcast the type

of media” (Levy, 2013).

Opportunity

In 2009, the Energizer Bunny went social and – through the Energizer Bunny timeline on

the Energizer.com website – fans were encouraged to follow the energized hop adventures of the

Bunny (About The Bunny., n.d.). Energizer currently has two different social account brands,

one for the Energizer brand that focuses on the business and operations of the company, and one

for the Energizer Bunny that was originally created to deliver more fun and entertaining content

(Washenko, 2014).

Overall, the personality of the Energizer Bunny has a tremendous opportunity to

strengthen the brand by further capitalizing on the Energizer Bunny character to deliver the

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message of the brand because “mascots are naturally a better fit for mobilizing fans,”

(Washenko, 2014).

Currently, the Energizer Bunny social presence is only on Facebook, Twitter, YouTube,

Periscope, Flickr, and Google+ but not as active or engaging as it could be. There is a huge

opportunity to develop a group of brand advocates and evangelist among Millennials and up and

coming generations by fully embracing the fun and quirky personification of the brand.

Current Social Media Channels

Facebook

https://www.facebook.com/EnergizerBunny/

The current Facebook page has about 364,135 likes since the account was first opened in

2009, exactly 20 years later when the Energizer Bunny was first introduced.

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According to its Facebook page Short Description, “you’ll find humor & personality

that’s kept the Energizer Bunny going for 20+ yrs. Our philosophy: we can better the world

through our products, programs & passion, that's positivenergy™!” (Energizer Bunny –

Facebook, n.d).

The overall look of the page does not give much distinctiveness between the Energizer

company page and the Energizer Bunny page, both pages have the same cover and profile

photos, making it seem like it is more about pushing a product rather than allowing for the

personality of the Bunny to shine.

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The company’s posts are so sporadic, its last post was on February 12, 2016 and the one

before was on August 5, 2015.

The inconsistency in the company’s posting rate is also reflected in the audience

engagement and content. Some posts would have over 13K likes with over 1K shares, while

others barely make it to 16 likes and 3 shares.

The community engagement also varies from people sharing about the outreach programs

sponsored by the Energizer Bunny to mostly complaints, and unfortunately it does not seem like

the page is very engaged to respond back to the comments made by its audience.

Twitter

https://twitter.com/EnergizerBunny

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The Twitter account has currently 8565 followers and since the account was opened in

2009, it has tweeted only about 1,388 times.

The about section of the page describes it as a “Celebrity Spokesbunny - America's

favorite pink, flip-flop wearin', shade sportin', never stoppin' Energizer Bunny” (Energizer

Bunny – Twitter, n.d.).

Much like Facebook, its content post rate is so sporadic, the last tweet was made on

November 25, 2015. Surprisingly, the only two consistent hashtags used (although used

sporadically) are #thatspositiveenergy and #PoweringSafety which are often used by the main

Energizer accounts to refer to its batteries and to the “Change Your Clock Change Your Battery”

campaign. But unfortunately, even when the company seems to sort of consistently use the same

hashtags, the account does not show much listening to try to engage its audience in conversation

since most of its posts are one way.

YouTube

https://www.youtube.com/user/energizerbunny

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With only 126 subscribers and only 71,550 views, the YouTube account This is one of

the least used accounts by the Energizer Bunny. The company joined the social network on

March 2, 2006, and its oldest video traces back to 5 years ago, a PSA for safety.

The account currently shows 49 published videos, most of them showing the engagement

of the Energizer Bunny in the community. The last video in the account was published on

October 28, 2014.

Once again, the engagement has been almost none. Under the discussion tab two people

posted comments three years ago and none of them were responded or acknowledged to say the

least. The lack of engagement could potentially be a source of a negative PR crisis in the future.

Google +

https://plus.google.com/u/0/114790006708989276319/

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https://plus.google.com/u/0/105368916374725262472/

Looks like there were two accounts created representing the Energizer Bunny, one of

them has 3 followers with 8,492 page views; while the other one has 0 followers and only 5,823

views.

None of them have acquired a personalized Google+ url, which makes it harder to

identify which is the official page.

After looking at each of the accounts, the overall strategy for the three more active

networks seems to be only one-way. The content, other than engaging and entertaining, appears

to be an afterthought of recycled content mainly generated to promote products rather than

engage its audience. There is also a lack of distinctiveness between the main Energizer account

and the Energizer Bunny, failing to deliver the brand promise of the personification of the

character.

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Competitor

According to Daoud, “When it comes to social media marketing, researching your

competition not only keeps you apprised of their activity, it gives you an idea of what’s working

so you can integrate those successful tactics into your own efforts” (2014).

The two top competitors for the Energizer Bunny are Duracell and Rayovac. All three

companies specialize in selling battery products, and while the product is similar, the content

delivered through its social sites differ drastically as well as its number of followers.

Accounts Snapshot

Energizer

Bunny

Duracell Rayovac

Facebook 364,135 6,380,376 509,937

Twitter 8,565 79.7K 31.9K

YouTube 125 27,379 449

Instagram n/a 1,012 2,347

Pinterest n/a n/a 1.7K

Vine n/a 2,784 432

LinkedIn 28,015 as

Energizer Holdings, Inc.

6,869 2,832

Snapchat n/a n/a n/a

Periscope 92 1,513 n/a

Flickr 2 n/a 9

Google+ 3 n/a n/a

Tumblr n/a n/a n/a

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Duracell

Duracell’s overall content reflects “The Hero” archetype style by promoting “themselves

as good quality and superior to their competition,” after all “when your product is a power

supply, your message needs to be powerful too” (Lindsay, 2015).

The official Facebook page is easy to recognize because of the blue circle with a check

mark next to the company’s name that recognizes the page as a verified page.

The company is also present on Twitter and YouTube. In addition, the level of audience

engagement is clearly higher than its competitors. Scripted dialogues are also set in place to deal

with complaints from customers.

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Duracell’s video content sets itself apart by the use of good storytelling and high quality

production. Its overall content strategy seems to be more directed to address current trends to

highlight its products.

Rayovac

The overall branding and content for Rayovac reflects “The Regular Guy” archetype that

“appreciates quality and dependability” while embracing honesty and dependability (Lindsay,

2015).

Rayovac’s Facebook and Twitter accounts are both verified pages, and while its

YouTube account is not, all of them have done a great job at connecting with its audience.

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The company generates brand advocates and engagement in its networks through

contests, questions and giveaways. In addition, its #FanFriday giveaway creates a great platform

to highlight its customers, make the brand a lot more personalized and generate even more brand

advocates.

Rayovac does a great job at engaging its audience with a mix of content between

promotional items, questions, contests, and even highlighting customers that after experiencing

the connection with the brand can have the potential to become brand advocates.

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Audience

According to The Pew Research Center, “65% of adults now use social networking sites

– a nearly tenfold jump in the past decade” (Perrin, 2015). In social media, like in any other

tactic in the marketing roam, reaching the right people begins by defining the company’s target

audience. According to John Hall, “Without an audience, your content can’t have an impact”

(Hall, 2014). Defining the target audience will help the organization to choose the right platform

to communicate and develop “genuine, human relationships with customers and prospects.”

(Yerian, 2013).

Females

Michael Silverstein and Kate Sayre suggest that “Women now drive the world economy”

by contributing to almost $13 trillion to the $20 trillion in annual consumer spending. In

addition, the article also suggests that “Women make the decision in the purchases of 94% of

home furnishings…92% of vacations…91% of homes… 60% of automobiles…51% of

consumer electronics” (Silverstein, and Sayre, 2009). These numbers support the idea of

focusing on females as one of the segmented groups.

Generation Y/Millennials, Marital Status, Race and Income

The Generation Y or most commonly known as the millennial generation – born between

1982 and 2,000 – now account for “83.1 million and represent more than one quarter of the

nation’s population,” exceeding the baby boomers (US Census, 2015). A survey by the Urban

Land Institute Foundation suggests that among the millennial population: Gender: 51% are

female and 49% male; Race: 74% white, 16% black and 10% other; Marital Status: 64% single,

34% married and 2% Divorced or widowed; and 76% have a car (Lachman, and Brett, 2013).

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The survey also found out that Gen-Yers’ Household Income accounts for 53% between

$25,000-$74,000.

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In summary, the target audience for the Energizer Bunny Social Media Plan consist of

female creative entrepreneurs between the ages of 18 to 35. These females have artistic and

creative tendencies, and fall into the middle to upper-middle class income range. While many of

them are either single or married and with kids, they have an independent spirit, and also have

active social lives.

Social Network Participation

Millennials are no strangers to social media, in fact, it is one of the largest user groups.

According to RealityMine, “Millennials and women are generally the most active social media

users” especially on Facebook and Pinterest (RealityMine, 2015).

Social media is part of the millennials’ digital life, this is how this generation gathers

information and connects with one another. A survey by the American Press Institute suggests

that “76 percent of these Facebook Millennials cite seeing what their friends are talking about

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and what’s happening in their friends’ lives, as a main reason they turn to Facebook. A clear

majority (58 percent) cite using Facebook to find things that entertain them, such as funny lists,

articles, or videos (American Press, 2015).

Although historically, women use social media more than men, a report from the Pew

Research Centers shares that LinkedIn, Twitter, Reddit, Digg or Slashdot are not the most

popular networks among women (Anderson, 2015).

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In addition, while the batteries business seems like it is losing power, Energizer has

introduced several new products to stay relevant to the demanding energy market. It’s latest

product, Energizer EcoAdvanced is “A battery made with recycled batteries” (The Energizer®

EcoAdvanced® Story, n.d.). Because of the eco-friendly nature of the product, it has the

potential to connect with millennials that are the “most willing to pay extra for sustainable

offerings” (Nielsen, 2015). In addition, the report shares that “brands that establish a reputation

for environmental stewardship among today’s youngest consumers have an opportunity to not

only grow market share but build loyalty among the power-spending Millennials of tomorrow”

(Nielsen, 2015).

Another of the commonalities between the Energizer Bunny and the target audience is

actually their generation. The Energizer Bunny was introduced in 1989 when the mocking

commercial appeared on television for the first time. The remarkable character of the brand soon

became a cultural icon that almost every millennial was familiar with.

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Objectives and Measurement

The Energizer Bunny presence in Social Media has a lot of potential by providing the

brand opportunities to increase its brand awareness, develop and community of brand advocates,

drive website traffic, and in turn increase sales and revenue. The time and effort invested into

each of the designated platforms will determine the company’s social ROI; which in turn will

allow the company to strengthen “a relationship between a brand and its consumers” (Gibs,

2014).

By focusing in specific objectives and measurements, will allow the company to better

determine the platforms that would work best to accomplish the company’s overall goals and

strategically develop content that targets its intended audience.

Increase brand engagement by 20% within 12-months.

Metrics: Likes, Shares, Comments, Pins, Retweets, +1, Favorites

Metrics Review: Once a week.

Analyzing Tools: Facebook Insights, Twitter Analytics, Pinterest Analytics, Iconosquare

Platforms: Twitter, Facebook, Instagram and Pinterest

Strategies Overview

Through the use of contests, photos, videos, wall topics and questions, the Energizer

Bunny will engage its users and create an environment where Likes, Shares, Comments, Pins,

Retweets, +1, and Favorites are a common occurrence (Teck Kong, 2014). The company must

review analytics once a week to understand the best times users are connecting with the brand

and make adjustments as needed. According to Ian Cleary, “Having the data means you can

analyze it even further and maybe start changing the data to predict future results” (Cleary,

2016).

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Increase brand exposure by 10% within 12-months.

Metrics: Reach, Impression, Views

Metrics Review: Twice a week

Analyzing Tools: Hashtags, Facebook Insights, Hootsuite, Social Mention

Platforms: Facebook, Twitter, Pinterest and Google +

Strategies Overview

The unique personality of the Energizer Bunny will be used as the main brand identity

for this goal. A designated hashtag will allow us to push the brand while creating conversations

with the users. In addition, Social Mention will be used to track any conversations that use

keywords such as technology, bunnies, energizer, science, how-to, etc. By listening to such

conversations the company will be able to make a connection with the person that mentioned one

of the designated keywords and begin a conversation. In addition, Hootsuite will be used to

“create a content schedule” to “develop the brand story” and begin to create conversation

through consistent posts (Kushner, 2016).

Improve SEO by 20% within 12-months.

Metrics: Page views, unique visitors, keyword ranking and length of visits

Metrics Review: Once a month

Analyzing Tools: Google Analytics

Platforms: Facebook, Instagram, Twitter and Google +

Strategies Overview

According to Chloe Mason Gray, “While social shares may or may not affect a

webpage’s position in search listings, your social profiles definitely influence the content of your

search results” (Gray, n.d.). For this reason, is important to ensure consistency in the company’s

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bio by using the same keywords across all the social network platforms. Inbound links will also

be used to link back to the content. And on the website, “pre-populated media sharing buttons for

Twitter, Google+, LinkedIn, Pinterest, and Facebook with links to the website” will be added

(Redsicker, 2014). The measurement of this goal will be through Google Analytics, this will also

allow the organization to identify “what social media outlet sends the best traffic” and look at the

most used social media traffic sources (Lockard, 2012).

Channels

Currently, the Energizer Bunny social presence is available on Facebook, Twitter,

YouTube, Periscope, Flickr, and Google+ but not as active or engaging as it could be. The many

different platforms, however, have spread the brand too thin, hindering the brand image across

all platforms. According to Matei Gavril, “Opting for multiple platforms at one time will

negatively impact your brand since you won’t be able to reach your potential audience” (2016).

In order to create the best social media strategy for the Energizer Bunny, we will have to

start by having a better understanding of the unique purpose and use of the wide-range of

platforms. This will allow us to “select those that offer the best potential for reaching your ideal

audience and broadcast the type of media” (Levy, 2013).

Facebook

Facebook is one of the most powerful networks to “build brand loyalty and reputation”

(Powers, 2015). According to data by Digital Insights, Facebook has 1.28 billion monthly active

users and counting (Ajmera, 2014).

This platform is perfect for the Energizer Bunny because according to the American

Press Institute, “88% of Millennials get news from Facebook” (American Press, 2015). However,

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in order to build trust among the current and future audiences, the quality, quantity and diversity

of the content would have to be improved dramatically. The content on the Energizer Bunny

page would have to be more personalized to highlight the actual personality of the character

rather than relying on the Energizer products only.

In addition, by utilizing Facebook as one of the main platforms will allow the company to

increase its brand engagement, brand exposure and improve SEO.

Twitter

This platform has revolutionized the way people communicate with only 140 characters.

Because the primary purpose of this platform is to “share breaking news and quick updates,

promotes new products, content, or brand contests, collects instant feedback from your

audience,” this is the perfect platform for the Energizer Bunny to include in its Social Media

Channels portfolio (Powers, 2015).

This platform will allow the brand to reach the intended audience because as Buffer

explains that “if you are interested in a younger, tech-savvy crowd” then Twitter is a most to

have (Lee, 2014).

While the Energizer Bunny already uses Twitter, content will have to be improved and

the amount of posts will need to increase to start generating engagement and meet the proposed

objectives.

Instagram

Currently the Energizer Bunny is not present in Instagram, however, opening an account

in this particular channel will allow for the character to visually display the brand while

providing content that can overlap with Twitter (Manafy, 2014). In addition, this platform will

help to target the intended audience because according to Business Insider, “Instagram's user

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base is heavily dominated by women, something that has more often been associated with

Pinterest” (Smith, 2014).

Pinterest

A great platform to develop and increase brand engagement is Pinterest because this

network is visually driven and targeted to customers that collect images to inform their purchase

decisions (Manafy, 2014). Most of its users are “women, educated, with good incomes” and “it

generates more referral traffic than Twitter, LinkedIn, Reddit and Google+ combined” (Frances,

2014).

This network is a must to include in the strategy since the main gender for our audience is

creative females.

Google+

For the SEO and brand exposure objectives, Google+ is a great network to use. The

platform has 540 million monthly active users, almost double of Twitter users (Ajmera, 2014).

Google+ compatibility with YouTube and Google Hangouts makes it ideal for content sharing

especially among “tech ad engineering companies as well as marketing individual (Scherer,

2014). The post on this platform can be a combination of repurposed content from the other

platforms.

Vine

Vine’s six-second videos provide the opportunity to show the company’s products in

action, increasing brand awareness, while entertaining the audience. In order to be effective the

posts have to be creative and sometimes that can be a challenged with only six-seconds (Miller,

n.d.). This network will provide the brand a great way to “highlight brand advocates” (Hines,

2013).

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Editorial Calendar

In order to reach maximum exposure, each network will have different times when

content will be shared, and since almost 48% of the population lives in the Eastern Time zone,

the schedule will be based on EST unless otherwise noted (Zarrella, n.d.).

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Each network will be strategically used to cover each day of the week to generate

ongoing content throughout all the different platforms. All of the networks for the exception of

Facebook will have a minimum of two posts per week, and the times have been determined by

compiled research done by CoSchedule (Neidlinger, 2015). Since Facebook has the largest

audience with over 1.59 billion monthly active users, this particular network will be the only one

with daily posts (Statista, n.d.).

The calendar will display each of the networks in a color-coded format, along with the

proposed posting time and date. For this particular proposal example, the campaign will begin

running throughout the month of November to take advantage of the particular holidays of that

month such as elections and Thanksgiving.

Creative Samples

The Energizer Bunny brand will share a series of fun and lighter posts that will reflect the

personality of the character. From contests, quotes, entertainment, to capitalizing in current

events, the common threat of the content should be fun and engaging to fully leverage it to drive

the most engagement - and therefore leads - for their business (Tjepkema, L. (2015). The posts

will be supported with either graphics or videos, because according to Jeff Bullas “Photos create

a lot of interaction along with quotes” (2011).

For visual consistency, the graphics will include the Energizer Bunny in the lower bottom

of the graphic to help the consumer easily identify with the brand. In addition, the use of

hashtags will be key to increase the “potential to boost the number of people talking about the

brand” (Guerrero, 2015).

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Facebook

Post #1: Funny and Patriotic

You know the old saying, If you can’t beat

em’, join em! Vote for Energizer Bunny!

Post #2: Contest

This Thanksgiving you don't have to stay

home… Share your best bunny face using

hashtag #ThanksBunny for a chance to join

us at the Macy's Parade! #ad

Twitter

Post #1: Throw Back Thursday

What does the Energizer Bunny and the

ACME Coyote have in common? #TBT

https://goo.gl/qLJQql

Post #2: Contest

Enter to win sweepstakes and join the

#ThanksBunny parade in NY! #sweepstakes

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Instagram

Post #1: Throw back Thursday

Remember when "Floppy Disks" were the

thing? #TBT

Post #2: Funny and engaging

Can you rock the style?

#EnergizerBunnyStyle

Vine

Post #1: Commentary style

Eating healthy will keep you going, but

sometimes natural means packaged

carrots.... #NeverStopGoing

https://vine.co/v/iTqwWZz1rO6

Post #2: Promotional product

Ready for the weekend! Let's go shine the

light to the world! #NeverStopGoing #ad

https://vine.co/v/iTqimQ5Aid5

Pinterest

Post #1: Encouraging/Funny quotes

🐰🐥👍✋ #EnergizerBunnyWisdom

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Post #2: Brand exposure

Let's get the weekend started!

#OnlyTheEssentials

Google +

Post #1: Entertainment and audience

engagement

Funny couple… Anyone else have

#EnergizerBunnyStyle pictures to share?

Post #2: Entertainment and audience

engagement

How fast can you go?

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Conclusion

The Energizer Bunny’s personality is energetic, fun, smart and never stops going. Mr.

Bunny’s personality has the potential to create engaging and compelling content to reach the

intended target audience across different social media platforms. Each platform specifically

curated content will allow the brand to leverage the power of story-telling through images, video

and hashtags to increase brand awareness and encourage user engagement. “You have to, in a

way, earn it. You do so by using social networking the way it’s supposed to be used – by

clicking, interacting, sharing and giving exposure to others” (Darrell, 2013).

Based on research, the Energizer Bunny’s new target audience consist of creative female

entrepreneurs that want to make a difference with the work they do. By focusing on targeting a

more segmented social group, the new target audience is “much more likely to have a strong

attachment to these social identities than they are to strongly identify with a specific stage of

life” (Patel, 2015).

Consequently, the proposed strategy will focus on three specific objectives to help

position the brand in the minds of the intended target audience, and increase brand exposure,

audience engagement and SEO rankings (Smith, 2013).

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