Client: A leading BtoC platform in the U.S.

Disciplines Used:

• Social Media Replanning
• Communication Marketing Strategy
• Strategy Alignment: Company vs. Customers

Project Overview:

We supported the client in redefining the role of social media from a one-way broadcast channel to a two-way communication tool. By reframing the approach to treat customers as “customer-friends,” we helped the client shift toward a more humanized tone of communication. Our work focused on how to engage customers more effectively on social platforms and ultimately improve customer reviews and loyalty.

Communication Marketing Strategy:

• Treat customers as friends, even when communicating through a corporate account
• Develop clear guidelines for effective, conversational interaction
• Focus on authentic, friendly engagement

Social Media:

• Increase social media engagement and follower growth
• Prioritize interactive, audience-driven content and creative output

2. Challenges:

The client, a well-known BtoC platform, was facing a significant gap between their technological capabilities and human-centered customer interaction. Although they had a strong online presence, customer communication was almost entirely handled by AI chatbots, which led to a sense of disconnection and dissatisfaction among users. Despite receiving a high volume of customer comments and feedback on social media, the company lacked the knowledge and internal systems to respond or engage meaningfully. They struggled with fundamental questions—where, when, and how to communicate, resulting in lost opportunities to build trust, loyalty, and long-term value (LTV) with their users.

3. Our Solutions:

We redefined the client’s perception of social media from a passive posting tool to a dynamic communication channel. Starting with a full communication audit, we developed a tone and timing playbook and trained their team on how to engage with customers as “customer-friends.” We also introduced interactive content formats to drive genuine engagement. Key outcomes included:

• Reframed social media as a two-way communication tool through a practical playbook and internal training
• Increased engagement rates by 52% through audience-driven content and consistent interaction
• Reduced customer response time by 34%, improving real-time support
• Boosted customer satisfaction scores by 21% within three months
• Improved overall sentiment by 47% across social channels through active replies and friendlier tone
• Enhanced product review quality and volume by engaging customers post-purchase via social touchpoints