Publix Super Markets has extended the company’s online social presence with fourth quarter soft launches to Pinterest (December 2015) and Instagram (October 2015). The company currently has more than 14,000 followers on Instagram and nearly 1,000 on Pinterest.
Pinterest provides a platform for Publix customers to discover the company’s expertise and services while Instagram allows for engagement in a fun and unique way, according to the Lakeland, Florida-based grocery chain.
“As a retailer passionately committed to serving our customers, our social media presence has always been about engaging with our customers where they are and extending our in-store service online,” said Maria Brous, Publix media and community relations director. “Pinterest allows us to inspire and entertain with recipes and holiday and event planning ideas. Instagram will further our connection with our online community through photos and videos showcasing our brand personality and strong company culture.”
Customer interest in Publix Instagram and Pinterest accounts was high prior to the company becoming active on the platforms. Customers had long been pinning Aprons recipes each day from publix.com/recipes to Pinterest and had been using #publix on Instagram to share their experiences with products, services and love for Publix in a visual way, the grocer says. There have been more than 300,000 photos shared on Instagram using #publix.
The company launched its social media presence in July 2011 debuting on Facebook with more than 10,000 fans within the first 24 hours. Twitter followed in February 2013 with @Publix and @PublixHelps to offer customers brand content and customer service. Currently, the company has 2.4 million fans on Facebook and more than 190,000 followers on Twitter. Both communities are well established with engaging and fun content, Publix says.