Here's an introduction a new and innovative case of SNS marketing:
One of Ashley Queens' sub-accounts competed against the official account in a follower challenge
— and ultimately won, taking over the official title. This case stands out as a strategic approach that maximized brand-consumer interaction.
✔Background: The Start of the Follower Challenge
The Ashley Queens Dopamine branch which is a sub-account of Ashley, created by one of its local branches.) account started a bold challenge:
“If we surpass the Ashley official account’s followers within a month, we will take over the official title.”
This tapped into the viral follower challenge trend, increasing engagement and visibility.
✔Strategy: Leveraging Trends and User-Engagement Content
The account implemented creative strategies to keep users engaged:
- Utilizing viral challenges and memes to entertain audiences.
- Sharing relatable content like “Buffet Staff Struggles” to connect with users.
- Promoting Ashley’s menu with engaging storytelling.
✔ The Official Account’s Response and Viral Spread
As the Dopamine branch gained momentum, the official account responded with countermeasures:
- Launching special promotions to retain followers.
- Engaging in active user interaction by commenting on rival posts.
- Creating a sense of urgency that increased user participation.
✔ Conclusion: The Official Account Concedes, Strengthening Brand Image
When Ashley Queens Dopamine hit its goal, the official account honored the challenge and handed over the title. The campaign boosted engagement and enhanced Ashley Queens’ brand reputation as a fun, customer-friendly brand.
[Notice] Change of Ashley Official Account
Hello, this is the Ashley Marketing Team.
Recently, the Ashley Queens Dopamine Branch (@dopamine_ashley) proposed the challenge, "If we surpass the Ashley official account's followers within a month, we will become official." To our surprise, they successfully achieved 60,000 followers on the 22nd day of the challenge.
We believe that keeping promises to our customers is an important responsibility of Ashley Queens. Therefore, we would like to inform you that the Ashley official account (@your_ashley), currently managed by the marketing team, will now operate as the Ashley sub-account starting today.
You can find news and official content on the Ashley Queens Dopamine Branch. However, since we promised the local residents that announcements regarding openings and events would be uploaded to @your_ashley, please note that you can still find updates on this account.
Dear Ashley fans! We will be back soon, so please don’t forget to support us. Thank you!
- For those who supported the Ashley sub-account (@your_ashley) and participated in the event, we will announce the winners tomorrow, so please stay tuned! 🍀
#NotOfficialFromToday #But #WaitForUs #SeeYouAgain
The thrilling rivalry between the Ashley Queens Dopamine Branch and the official account captivated audiences, offering the fun of participating and cheering for their favorite side.
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