LAS VEGAS — Wawa has stepped up its social media technique lately, and within the course of has gained 2.6 million followers and a couple of.5 million month-to-month engagements throughout all of its platforms.
The corporate has gotten there by providing a variety of lighthearted content material on its varied channels, together with TikTok and Instagram. It’s run a video collection that includes two beefcakes handing out $100 reward playing cards to advertise its annual HoagieFest, and featured movies teasing drink specials aligned to customers’ astrological indicators.
One submit commiserating with individuals who have moved to a spot with out a Wawa retailer garnered greater than 4,000 likes.
In keeping with Ariel Norwood, senior director of promoting engagement with Bounteous, the advertising and marketing firm that manages Wawa’s social media technique, the comfort retailer chain is trying to drive consciousness and loyalty by assembly younger digitally savvy customers on their phrases and by channeling their enthusiasm for the model.
“Our shoppers get engaged in Wawa, they get married in Wawa, they’ve particular photoshoots in Wawa. … And as you may think about, that is nice for social media,” she mentioned throughout an academic session on the NACS Present on Sunday.
Hearts out to all those that moved away from a Wawa
— Wawa (@Wawa) August 17, 2022
Wawa’s social media crew tries to create content material that falls into three classes: relatable content material, instructional content material and content material that gives incentives and promotions. One well-liked giveaway submit requested customers to enter for an opportunity to win a summer season street journey getaway, with all provisions supplied by Wawa. The three-part video matching drinks to folks’s astrological indicators, in the meantime, prompted folks to repeat those self same orders in shops, Norwood mentioned.
The social media crew usually makes scrappy, on-the-fly content material that includes expertise that’s shut at hand — like a Bounteous social media supervisor, who appeared in a single current well-liked video.
“We have a tendency to make use of individuals who work for us usually because the face of the model in social media as a result of it’s actually robust to trace down fashions,” she mentioned.
The crew additionally takes care to schedule loads of content material upfront and to construct metadata into every submit to allow them to monitor the recognition of varied matters and forms of posts over time.
Just a few campaigns have managed to considerably transfer the needle on Wawa’s social following. Wawa signed up for a beta model of TikTok adverts for manufacturers, funneled a few of its hottest social content material into this system and over a yr’s time noticed the variety of followers improve greater than 1,800%. The chain at present has greater than 500,000 followers on the favored platform.
This summer season, to have a good time the return of its HoagieFest, which gives offers on the favored sandwich in shops, Wawa created 4,000 NFTs, or nonfungible tokens, and gave them away to workers and customers. The transfer grew Wawa’s social media following by 75,000 in a single month.
Ariel Norwood, senior director of promoting engagement with Bounteous, which manages Wawa’s social media technique.
Jeff Wells/C-Retailer
Norwood, who used to handle social media accounts for Entire Meals Market, inspired attendees to consider what units their model aside, and what shopper want it may possibly fulfill, as a part of crafting a social media technique. Develop an enticing, distinctive voice that displays the model and is approachable to digitally savvy shoppers, and ensure to measure outcomes with a purpose to additional hone content material and inform the enterprise technique.
She beneficial operators new to social media give attention to getting one channel proper, after which scale up from there. She confused that c-store operators ought to focus extra on partaking customers than on build up followers.
“I might argue {that a} model with a extremely engaged fanbase with 50,000 followers has a extremely sturdy social media program, even when they do not have a big following,” she mentioned.
