We’re delighted that our work with JAECOO UK, Earning Our Badge, has been shortlisted at the Global Digital Excellence Awards for Standout Organic Social Media Campaign of the Year.
As part of the nomination, we recently shared our perspective on how organic social is evolving from an engagement channel into a powerful trust-building tool. Drawing on the success of the campaign, the article explores three key lessons that are becoming increasingly relevant for brands across every sector.
Why the best organic social strategies think beyond engagement
1. Organic social is more than an awareness channel
Social media is often measured by the attention it creates, but its real value lies in helping audiences build confidence in a brand. Through creator partnerships, community management and authentic storytelling, social gives people the opportunity to see a brand in action rather than simply hear what it claims to stand for.
2. Familiarity is one of marketing’s most overlooked metrics
People rarely choose a brand after a single interaction. Repeated exposure across trusted voices, relevant communities and real-world experiences helps build the familiarity that often sits behind purchasing decisions.
3. Consumers don’t experience brands through funnels
Customer journeys are increasingly fragmented. People move between social content, search, reviews, websites and word of mouth before making decisions. That means social content now plays an important role in providing reassurance and proof, not just visibility.
Collectively, these lessons helped shape our work with JAECOO as the brand entered the UK market, contributing to a campaign that generated significant awareness, engagement and business impact.
Read the full article on the Global Digital Excellence Awards website to explore each lesson in more detail and discover what brands can learn from the campaign.
More from us
At PHA, our social media and creative agency specialists help brands build audiences, strengthen reputation and create meaningful connections through integrated social, digital and earned campaigns. Whether launching a new brand, driving consideration or building long-term loyalty, we create strategies designed to deliver more than engagement alone.
You may also be interested in:
- The role of creator partnerships in building brand trust
- Why community management is becoming a strategic marketing function
- Attention vs trust: what metrics should marketers really care about?
As an award-winning integrated communications and PR agency, we help brands earn attention in the moments that matter most. If you’d like to discuss your next social or integrated campaign, get in touch with our team at hello@thephagroup.com.