At the PR News Digital Awards on Nov. 6, Catalyst client DICK’S Sporting Goods was named the “Most Engaged Brand.” As DICK’S social agency of record, Catalyst’s directive was to motivate, inform and equip the true athlete while protecting and enhancing the online reputation of DICK’S Sporting Goods.
With ambitious goals for the year, Catalyst’s strategy for 2012 was to develop a consistent brand voice, then deliver custom crafted messaging using industry standards and client-specific best practices. Throughout the year, the team relied heavily on analytics, including real-time metrics, to gauge effectiveness and guide content optimization.
DICK’S exceeded all 2012 goals for reach, growth, engagement, and chatter on all channels. Across social networks fans + followers increased 327%, while Facebook engagement rose 450%.
The brand also led share of voice for the year, consistently outperforming the competitive set. This was accomplished by participating in real-time sports conversation, including engaging professional athletes and social media incfluencers.