Green Giant’s Social Media Agency

Revitalizing The Iconic Green Giant Brand

To build more meaningful relationships with consumers, Green Giant strives to approach every social media fan like an influencer. Such was the case with Roxy, a dog on Twitter who regained the ability to walk thanks to her diet of Green Giant Green Beans. As Green Giant’s social media agency, our efforts began with a few simple acts of kindness, and eventually snowballed into a People Magazine feature and millions of earned media impressions (and counting), along with a new, unlikely subset of loyal Green Giant customers.

The Gist

Multi-Channel Approach

With brand awareness firmly established over the brand’s 100+ years in business, Green Giant partnered with Blue Bear Creative to turn that awareness into loyalty among millennial moms and families by building and nurturing a community of advocates on social media. As a CPG social media agency, we took a multi-channel approach to creating content that resonates with fans aims to create opportunities for conversation between the brand and consumers. By establishing authentic, emotional ties and actively participating in ongoing conversations, Green Giant has truly strengthened brand loyalty while growing and fostering a passionate, and sometimes quirky, online community.

Surprisingly, one of our most passionate and vocal fans isn’t actually human. She’s a fuzzy, floppy-eared dog named Roxy. Through our always-on social listening efforts, we quickly learned that this four-legged superfan consumed a whopping 4 to 6 cans of Green Giant green beans a day. Our team quickly dubbed Roxy the #GreenBeanQueen on Twitter as we jumped into the conversation and started planting the seeds to what would eventually snowball into a major PR win for Green Giant.

Roxy’s Story

Over time, we learned that there was an important rationale behind Roxy’s green bean-heavy diet, as her owner had started feeding green beans to the pup in an effort to help Roxy recover from severe inflammation that left her unable to walk or run. Through determination, a veggie-packed diet, and lots of positive encouragement from fans and the Green Giant community management team, we followed along as Roxy rocked the road to recovery.

Roxy and the Green Giant quickly became friends, with the brand providing support and encouragement as her condition improved and her supporters multiplied.

Roxy’s inspiring story began attracting attention from dog lovers, pet owners and many others who followed her journey. Roxy’s human encouraged followers to add green beans to their canine’s diet, sparking tons of UGC from other fans joining the conversation and posting pics of their dogs’ Green Giant-infused meals. We put together several care packages for Roxy and her owner, including wearable gear and tons of coupons to keep the Green Bean Queen stocked with her favorite canned veggies.

Brand Support

The brand’s support for Roxy didn’t go unnoticed by this community of fans as Roxy posted frequently wearing her new apparel while chowing down on her daily greens, and as Green Giant’s social media agency, we tracked lots of brand love through tweets, unique content, and many new self proclaimed brand loyalists. #GreenBeanQueen gained traction, with almost 1,000 uses to date among Roxy and fans, and we saw an opportunity to get even more creative with our engagement.

As a special gift to honor Roxy and her regal title, Green Giant commissioned a portrait of the pup, which delighted ‘her majesty’ and her fans. Once again, we received tons of fan art and user-generated content that focused on the unlikely connection between the Giant and this sweet dog, garnering more exposure for the brand and canine alike.