Social Media Case Study #3 - The MAANG Company

Business Profile: MAANG Company

Assessment: The product is one of the most widely used advertising products in the world for marketers and advertisers. There were a lot of changes on the horizon which meant sunsetting some well-liked features while adding some new ones. There was worry about backlash over the features that would no longer be available as well as a clear need to explain the value of the new features being released which may not have been obvious on the surface.

Goals: Grow adoption of new features by creating excitement around the impact they can have on clients’ business while also proactively minimizing any possible upset over the features that were being sunset.

Strategic Approach: 

Coordinated messaging across channels: social media, blog, help center, and PR.

Positioned the new features with some existing features as a “suite” of features to help reach specific goals. 

Used client insights and other research to best craft the message of how to present this news. 

Presented 4 case studies from different global markets from clients with early access who had already seen access. 

Thoroughly explained the alternatives to features that would be leaving the product so that clients would not be left wondering what they should do.

Made the announcement well in advance so that clients had time to prepare for all the product changes as many of their businesses depend on this advertising product.

Results: The new features were adopted by hundreds of thousands of users and backlash was avoided.