Duck Commander
Seasonal Facebook Campaign
Duck Commander has been a family-focused business rooted in ingenuity, craftsmanship and Southern family values since 1972. Over the last two years—with the advent of the Duck Dynasty TV franchise—the Duck Commander brand had been overshadowed by the celebrity of the series. Personality-driven promotion was reserved exclusively for the Duck Dynasty franchise, while Duck Commander consumer engagement focused heavily on promotional, value-driven product messaging. This posed long-term risk to the Duck Commander brand.
We needed to focus on evolving brand perception from beneath Duck Dynasty’s shadow and create a unique position by tapping into the brand’s roots and finding balance between personality, purpose and promotion. So we underwent development of a robust brand architecture and integrated brand campaign.
This Facebook campaign seeded the market during the holiday sales period in ramp-up to the integrated brand campaign launch. The focus was to leverage social fans with holiday-centric promotion to boost consumer brand advocacy and engagement, driving activity momentum as well as customer purchase.
Seasonal Facebook
By entry
