MiraLAX | Brand and Social Playbook

The MiraLAX Playbook and social best practices guide how the brand behaves on social media to ensure a consistent voice and an ownable, recognizable presence with content tailored to what people want to see.

My role was to build a social strategy, complete with content pillars, as well as Tone of Voice for community management and best practices when it came to content and visuals across platforms.

To kick off our exercise, I worked with analytics to dive into social media conversations to find:

• What people say about MiraLAX with brand sentiment

• What people say about competitors

• How people talk about constipation

• How people discuss timing when taking laxatives

Based on the results and our learnings, I built content pillars around three areas that the brand could play in on social to entertain and grow consumer advocacy over time:

• Process The Facts: Educating audiences on how to use MiraLAX and highlight seamless integration into everyday life from daily drinks to mix with and timing of ingestion, to packing efficiently for travel

  
  

• Normalize The Topic: Offering support, advice, and education on constipation to help our audience feel comfortable and to normalize talking about this sensitive topic, but in a light, fun and scientific way.

  
  

• Worry-Free Living: This pillar is the home for lifestyle content, general inspiration / wisdom, and encouraging celebration as we show our audience in the moment connecting with the people they love most without being confined by constipation.

In addition to Community Management guidelines and Tone of Voice, I built out how we leverage influencers, brand advocates, UGC, and use Culture Conquesting to create real-time content based on current trends.