Additional Platforms and Campaigns

Campaign – User Generated Content

Need: Support acquisition of new URL Accelerate SEO value. Target Boomers.

Solution: Reverse engineer Best Travel Job Ever toward the boomer demographic. Photo based user generated content platform with viral components and mechanisms to facilitate reach. 

Outcome: Over one thousand entries and five thousand participants in three months. Brand evangelists and a connected community. 


Need: Recruit global team of social media marketers. Create an engaging campaign. Generate media and influencer coverage.

Solution: One page form asking candidate for their blog, Twitter, LinkedIn, and two additional URLs of their choice along with why we needed them, in 140 characters or less.

Outcome: Thousands of candidates. Coverage around the world including INC Magazine. Positioning of FCTG on the cutting edge of recruiting. Asked by Dept. of Ed, New South Wales to conduct a strategy session on the future of recruiting.

Customer Service – Global Brands

Need: Ensure brand mentions were monitored around the clock. All urgent mentions were engaged by the teams online.

Solution: Implementation of Hootsuite and Radian6 globally across all brands. Ensuring Customer Service and Legal/Risk were involved.

Outcome: Globally coordinated customer service/concierge. Mitigated risk while having the ability to be agile during time of crisis. Recognized with a 1to1 Media Customer Award. 

Employee Advocacy

Situation: Encourage employees to share brand approved content to extend earned and viral reach.

Solution: In-house built platform that pulls content from branded blogs, Instagram, Twitter, Facebook, and YouTube. Content is presented in a simple manner for employees to share to their various social audiences of friends, family, and customers.

Media Talent, Influencer, and Blogger Database

Need: Globally coordinate relationships and experiences with contracted media talent, influencers, and bloggers.

Solution: In-house built self-registration platform for curators who desired to work with the various FCTG brands. Backend admin for digital marketing team to search, engage, and provide internal feedback on curators.

Crowdsourcing – Community Engagement

Needs: Increase community engagement across multiple social channels. Moderation of user generated social content. Publish aggregate content on web sites and micro sites. 

Solution: A social hashtag and media aggregation platform for campaigns run on Facebook, Twitter, Instagram, and YouTube.

Outcome: Over half a million total entries, increased traffic and engagement on brand web sites, and significant cost savings by eliminating the outsourcing of technology and strategy.

Crisis Management – Brand Reputation

Situation: Protest and petition by animal activist group. Hundreds of Facebook posts and thousands of tweets in support of the petition.

Solution: Open letter posted to Facebook by EGM Global Marketing. Reply to every post and tweet. Face to face meeting with organizing group.

Outcome: Modifications to image policies. Satisfaction by organizing group to corporate position taken. Organizing group converted to brand friendlies. 

Crisis Management – Natural Disaster

Situation: Coordinated communications during various natural disasters; Brisbane floods, Iceland volcano, and Christchurch earthquake. 

Solution: Leverage hub and spoke content strategy. Blog (posts) become central repository of information. Social channels post to blog.

Outcome: Partners pointing to blog as central repository thus increasing authority. Communities of customers created on brand channels to support and communicate with each other. Sharing content and cross-pollination of communities with EMS channels.

Reputation Management – Brand Slander

Situation: How does a brand deal with slanderous posts and/or posts where the commenter is using foul language?

Solution: Engage all mentions. Empathize (if warranted). Be humorous (when applicable). Deal with the situation. Take offline to resolve (if necessary). Follow up online.

Outcome: Negative posters turned into brand advocates; many delivering first level social customer service on behalf of the brand.


Looking for an experienced global digital marketer to review your customer’s journey and position you for success?

Looking for an engaging speaker who will not only educate, but entertain your audience?

Let’s connect – greggtilston (at) gmail (dot) com