Crab Creative London


Global campaigns are one area of strategy that always gets the Social team here at Crab excited and are particular specialism of ours. Specifically, we have done a lot of work helping clients manage global Facebook pages. Why do we relish jobs like this? A global content and management strategy presents a number of fascinating challenges.

Firstly, you have to account for the numerous cultural differences and tastes of several different countries. You have to consider not only the content they will enjoy but also their diverse usage habits on different social platforms.

Secondly, you have to understand the different Community Managers and agencies responsible for execution and management on a local level for a brand. Skill sets and experience can range dramatically from country to country.

Drambuie came to Crab with the challenge of tying together a set of fragmented Facebook pages from across the globe with varying levels of community size, content quality and engagement levels. So where to start when trying to implement a more cohesive strategy to improve both recruitment, engagement and positive sentiment?

To start with set about producing a set of 10 global posts per month, which would be distributed to all markets to use at their discretion across the month. These would supplement, not replace, local content. What this allowed us to do was inject some standardisation into the quality, tone of voice and overall brand message of posts on each page, whilst still allowing the local teams to create content that resonated well with the audience they know best.

Immediately we started to see a significant boost in engagement following the use of these posts.


Drambuie - Global Social Strategy & Content Initiative