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The ChallengeAfter growing the Slim Jim community on Facebook with great success fairly quickly, there was a need to deepen engagement with the existing base and expand the brand’s presence in new social media embassies via an integrated voice. Edelman’s task was to take the Slim Jim experience to a new level with an eye toward breaking boundaries to create

something unique for the brand and its community.

http://www.facebook.com/SlimJim

http://twitter.com/SlimJim

Facebook Fan Page

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Our SolutionInsights gathered during focus groups and pre-message testing showed that the target (males 13 – 29) prefers to engage with ‘someone like them’ with common interests vs. a formal brand entity. Conversations on the page also stopped short as the community showed they needed to be re-engaged to continue conversations.

This presented the opportunity for Edelman Digital to bring on the first ever community manager for ConAgra Foods and Slim Jim. The Slim Jim community manager serves as the official Slim Jim voice on both online embassies and during offline activities. By engaging with the target online, the community manager and the supporting digital team capitalizes on organic conversations around the four main pillars of lifestyle content (music, movies, gaming, WWE/sports) and monitors conversations for relevant insights about the brand and its target audience. Armed with these insights the team creates original content, including a weekly video series to promote deeper fan engagement, to create an immersive, authentic and rich media experience.Twitter Page

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Capabilities UtilizedStrategic ResearchOnline Conversation ResearchOngoing MonitoringIndustry, competitive and audience analysisSocial Media FootprintsBusiness StrategySocial Engagement ConsultingSocial Tactical PlanningUser ExperienceContent StrategyArt & DesignCopy DevelopmentFunctionality PlanningCommunity Engagement & DevelopmentWord of Mouth MarketingInfluencer EngagementBlogger RelationsSocial NetworksDigital Video DevelopmentDigital Video ProductionDigital Video DistributionDigital Video Measurement

YouTube Page

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Slim Jim Fan Interaction

Video with Fans

Video Interview with WWE Superstar Edge

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About Edelman DigitalEdelman Digital has been an award winning, full service digital engagement agency since 1995. We do this by creating authentic content, communications and experiences that earn trust, build community and drive business results.

Integrated digital programs, bridging traditional and social media with online PR and marketing, are our strength. This includes everything from strategy derived from insights and research to creative development and execution. Our digital engagement includes community management, influencer outreach and social media advertising, and our web visibility initiatives include search engine marketing and optimization.

Through the years we’ve discovered that if you find the story from the consumer you can tell it back to them in their language—let us help you own that story.

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