This interesting comparison beckons a question about both M&M’s and PEEPS social strategies: what can PEEPS do to translate their Easter success to their general Facebook posts? What should M&Ms be doing to garner engagement for holiday-themed promotions?
PEEPS were definitely on their Easter game and here are some of their wins:
PEEPS' highest Easter engagement posts are:
- New recipes – Timely ideas for parties and get-togethers that can provide value all season long. Why stop at Easter?
- New Product Highlights – Regardless of the season, this is a good strategy to keep ‘fans’ in the loop on new products
PEEPS' highest non-Easter engagement posts are:
- Fun and Seasonal Wishes – Posts related to St. Patrick’s Day and the Spring Season
- Games – Promoting new products and driving to stores
M&M’s could have taken advantage of the Easter promotion blitz by simply participating in it to a larger extent, especially considering the brand’s many Easter-themed products. Increasing the number of their Easter-themed campaigns could move the needle on engagement.
Here’s M&M’s highest non-Easter engagement posts are:
- Iconic Characters – Pulling on people’s heartstrings by including the brand's most iconic characters with their messaging
- Events and Seasonal Wishes – The Oscars, first day of spring, and Valentine’s Day top the engagement ladder, basically saying that chocolate is good on any occasion and just needs the right context. Why not Easter?
Was the brand engagement PEEPS experienced just a spring fling or the real deal? PEEPS’ numbers showed that taking the extra step by engaging your audience with timely and relevant Facebook posts, plus injecting Peeps-onality in replies can exceed your audience’s expectations and result in strong social activity.
Here are some sample posts that generated the highest engagement: