To provoke & inspire the ‘Good Noise’ that happens when we truly connect
Old El Paso
Old El Paso is part of the General Mills group. It was pitched to us to enhance their digital eco-system through search, organic social and web. I was put on the task of coordinating their social strategy and pillars, which would enhance the brands social presence.
Social Strategy
The social content should inspire users to eat more Mexican, and motivate users to choose Old El Paso. The pillars focus on building brand awareness through increasing followers and follower engagement.
I wanted people to get people talking about Old El Paso. Using a range of content types (including story polls and Q&A’s, stories and story highlights, reels, static posts, video posts and carousel posts) to find the best way of engaging with our audience. When applicable, we will encourage user engagement through post copy, Q&A stories and polls. Humour will be used to get people talking, tagging, and sharing Old El Paso.
Social Pillars
Pillar 3: Something Shared
This pillar focuses on the social element of Mexican food. There are two key elements to this pillar: information sharing and sharing Mexican moments. When consumers are thinking of shared meals, this pillar encourages them to think of Old El Paso. Similarly, when consumers think of Mexican meals, we want them to think big - by promoting shared meals, we increase the amount of Old El Paso products required in each shop. From sharing Mexican food with friends to sharing a Mexican recipe hack on instagram, we want people to start talking about Mexican.
Pillar 4: Promo Driving
Promotions will be predominantly made up of campaign related posts like Porque No Los Dos and Day of The Dead. Campaign related content aims will differ from campaign to campaign and will be set out in campaign briefing. Promotions also consist of always on giveaways and ad hoc continuations of post types that perform well which all aim to build social following and engagement.
Pillar 1 : Taco Tuesday
This pillar aims to encourage ritualising Mexican meals, and promote the convenience and quality of Old El Paso products. We aim to promote confidence in home cooks through easy to follow and nutritious recipes, as well as getting the Taco Tuesday conversation going through inspiring food images, humorous and taggable content.
Pillar 2: Sound of Connection (Noisy Meals)
This pillar concentrates on the noises of Mexican food. From mums and dads yelling ‘dinners ready’, to the crunch, sizzle and chop of preparing and eating Mexican food; we want this pillar to take consumers back to the last time they ate Mexican. We aim to highlight product flavour and make consumers say “I want Mexican tonight”.
