Ben worked with Bin It to craft an entirely new strategic approach to Social Media. The Bin It customer is unique: they interact with the brand for less than two weeks, have a great experience, but then may never engage again until their next move (which could be years away, depending on the New Yorker).
The strategic approach was simple on the surface: foster brand advocacy sooner than later. Bin It customers are happy people and ripe to share their experience. They live in urban areas and they are surrounded by vibrant culture, brands, and personality. Bin It Facebook content needs to stick out - in a good way - and create a connection with the customer in a meaningful and memorable way.
Weekly recurring #movingfail Facebook posts that anyone who has ever moved can relate to.
Relatable quotes for prospective, current, and past customers to relate with.
Customer reviews increase intent-to-purchase and encourage others to write their own.
User-generated content used to promote sweepstakes and acknowledge brand advocacy.