Imagining a Sweeter Path to Authentic Connections

Dole Packaged Foods was looking to consolidate social media efforts and transform the face of their brand identity to connect with a growing online community.

While Dole Packaged Foods had an established social presence, it lacked the strategic direction and consistency necessary to create audience connections and brand advocacy through authentic product and brand messaging.

The first step: create Dole’s first-ever social media strategy and playbook to clearly outline the path to spreading awareness, garnering engagement, and ultimately delivering their tagline of Share the Sunshine. These guiding documents provided strategic direction on all social media facets from overarching brand messaging to detailed instructions for copywriting, content, audience segmentation, and more.

Once approved and put into action, the social team was able to develop and execute countless programs, including execution on content creation and calendars, community management, influencer campaigns, paid support, and partnership promotion. It also assisted in informing integration with 360-degree media campaigns, website interaction, and customer databases.

After discovery and implementation of newly strategized Key Performance Indicators, our “always-on” social media team produced the below results:

By creating a foundation for all social media efforts to build on, Dole was able to see the true value of authentic audience connection. Our work effectively transitioned into long term success in social and beyond, contributing to increased online interaction, website traffic, and advocacy.