ST. SIMONS ISLAND, Ga.– This August while the sharks were on full display, SeaPak shrimp were hiding away.
In a playful spin-off of Discovery Channel’s “Shark Week” programming, SeaPak ramped up its social media efforts with content aimed at poking fun at the pint-sized role shrimp play in the marine life cycle. Dubbed “#DarkWeek,” this multi-channel initiative, created by SeaPak’s agency of record, Scout, of Atlanta, Georgia, featured content across the brand’s Twitter, Facebook, and Instagram channels, including an engaging live tweet stream during Shark Week’s primetime broadcasts.
While SeaPak normally sticks to its “Chillax, you’ve got this” tagline, the brand opted to double down on its #DarkWeek tonality during the campaign. Throughout Shark Week, the brand distributed an array of fun-loving content from the voice of intimidated SeaPak shrimp, proclaiming it to be the one week out of the year they just simply cannot “chillax.”
"Humorous banter on social channels, particularly Twitter, is an increasingly popular way for brands to grab consumer attention," said Megan Grinstead, SeaPak’s Director of Marketing. "So, we knew this approach would really resonate with our seafood-loving fans in a non-self-serving way. Above all else, we wanted to make our consumers smile but, if they were also prompted to buy more SeaPak, that’s great, too.”
The high level of awareness and engagement achieved through SeaPak’s #DarkWeek campaign is a testament to the positive effect one simple idea can have on a brand’s digital presence. Now that the numbers are in, the brand’s insights truly speak for themselves. Here’s a look at the campaign’s overall impact:
- 1.69 Million Impressions
- 34.1K Engagements
- +8.6% Instagram Growth
- 700+ New Fans
As the nation’s No. 1 retail shrimp brand, SeaPak continuously works to stay creative and on top of what’s trending in digital. The brand and its partners are always looking for new and innovative opportunities to connect with SeaPak’s core audiences. To follow along and be the first to see what unfolds next on SeaPak’s social media channels, visit the brand’s Facebook, Pinterest, Instagram and Twitter pages.
About SeaPak
SeaPak has been using coastal-inspired recipes to make great-tasting shrimp and seafood for 70 years. The company is committed to helping busy families reduce stress and increase wellness by offering mindful, authentic, quality seafood products. The trusted name for delicious seafood products since 1948, SeaPak today produces America’s No. 1-selling retail frozen shrimp brand within the specialty seafood category. SeaPak is highly regarded within the seafood industry for its adherence to the utmost in quality standards and for its commitment to resource management and sustainability. Learn more about the brand and its commitment to sustainability here.
Source: SeaPak
