I wrote yesterday about implementing brand strategy on social media. “Hit your proofs,” I wrote, and you are not only complying with brand strategy, you grow it.
I’ve been paying attention to the cold-pressed juice category since speaking with the Love Grace people a number of years ago. One Love Grace competitor is large, nicely-funded Blueprint, now owned by the Hain Celestial Group. Blueprint does social right. Here’s an example of an Instagram post.
The brand strategy for Blueprint is unknown to me, but the evidence – bread crumbs laid down leading to the strategy, are pretty obvious. Organic cold pressed juices are amazingly natural. People who buy them like natural. In Social Media Guardrails, one of the first suggestions is “Be interested in what your target is interested in.” Blueprint does not sell avocado on pumpernickel, but it’s natural (plank). And it is what the target is interested in. In social media marketing you don’t always have to sell. You just have to be on strategy.