fresh AP[PR]OACH highlights how companies of all sizes – from established brands to startups and non-profits – are innovating best practices and crafting creative PR strategies and campaigns. (Share it!)
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 Best [PR]actices

Wings. Beer. The World Cup. Not just every soccer fan’s dream date, but also the cornerstones of Buffalo Wild Wings’ Instagram launch strategy last month. B-Dubs kicked off its World Cup #Fannerisms campaign with a caricature of a soccer fan, “The Goal Guy,” plus invited fans to post their own pictures with the hashtag while they’re watching games. Additionally, the campaign makes B-Dubs one of the first brands to leverage Instagram’s “Direct” feature: They’ve been using it to send pictures to winners with instructions for how to redeem gift cards. Pairing smart timing with engaging content, B-Dubs racked up 1,600 fans in three days and has since added 1,000 more. An especially smart move considering fans had uploaded and tagged nearly 1 million photos on Instagram before B-Dubs even had a presence on the network.
 
BONUS READ: Being able to deliver results isn’t always dependent on budget. When we launched The Columbus Marathon on Instagram last year, we used clever content, high engagement and influencer outreach to build up the network prior to race day.

 Lessons Learned
Want more fans to engage with your brand? Provide content and conversation when, where and how they want it. (Tweet this!)

 Meet & Tweet 
@ryanleecox: Plenty of people talk about wanting to solve problems, but far less actually take action to do it. Ryan Cox is one of those few. Ryan is proof that when you put something good into the world, you never know what could happen: In his case, Facebook shared his movement to help kids pay for lunch on its “Stories” page, resulting in a major increase in donations to KidsLunches.org.

 In Case You Missed It ...
Four words to keep in mind when it comes to PR contracts? Get. It. In. Writing. This is why all PR pros – agency, in-house or independent – should understand what’s in their contract
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