In order to help DuPont build positive sentiment for carrageenan on social media, 97th Floor created a strategy that included:
- Reliable content ideation, creation, and optimization
- Targeted social media implementation
- Detailed monitoring
- GIF advertisement and Google Ads coordination
To put positive carrageenan sentiment where it could do the most good, 97th Floor created advertising campaigns on Twitter and Facebook, driving traffic back to high-quality positive carrageenan content. They then monitored and encouraged users to discuss the subject within their various social-media circles. Because not everyone is interested in reading all the way to the end of the headline, 97th Floor also utilized gif ads to engage the most users at the lowest possible costs. Finally, 97th Floor ran Google Ads to capture audiences searching relevant keywords within Google.