Assessment of Communication Goals
Happy Bunny Club is struggling with clear communication goals. They are putting emphasis on cute animals and not the products that they are selling. They don’t know how to effectively promote their products. There are very few posts with the Happy Bunny Club box, or bunnies enjoying treats and toys they specifically received from Happy Bunny Club. If there was no call to action, I would mistake the page for a bunny picture Instagram account.
Brand Consistency
Happy Bunny Club’s branding is consistent across both of its major social media platforms. The logo, font choice and colour palette is all identical and the brands voice and tone is also consistent. Happy Bunny Club’s voice and tone is fun, laidback, and passionate. They have an over-abundance of emojis in their posts, showcase the fun antics that bunnies get into, and are clearly passionate about bunnies.
Analysis of Current Engagement
Happy Bunny Club utilizes three platforms: Twitter, Instagram, and Facebook.
Unfortunately, their Twitter account has not been updated since August of 2019.
With a measly 0.14% engagement rate, Happy Bunny Club is really struggling with engagement on their Facebook page. During the month of February in 2021, Happy Bunny Club’s top Facebook post received just under 4,000 likes and 162 comments. The post features a picture of a cute bunny sitting on a bed watching “Petflix.” Happy Bunny Club’s Facebook page relies on cute bunny photos from various Instagram accounts, but fails to properly promote their own products. Additionally, while most comments are positive, people seem to be reacting to the cute pet photo even if they don’t purchase the subscription box.
Happy Bunny Club’s Instagram page has a lot more engagement, with 1.1% engagement rate. Despite this, their Instagram also seems to be using cute bunnies for clout. In February 2021, the pages top post (a video of a bunny wiggling its nose) received over 25,000 views. However, throughout the month none of their Instagram posts received more than 60 comments and most of the comments were commenting on the cuteness of the bunny in the photo or video.
SWOT Analysis
Strengths
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International shipping
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1 month supply, 6 month supply, 1 year supply
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Affiliated with charities that help bunnies and other pets find forever homes
Weaknesses:
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Lack of proper social media presence that doesn’t accurately depict what they are selling
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Can be expensive - 1 month subscription comes out to around $50 CAD
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No choice in the products consumers receive
Opportunities
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More selection for items in the box
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Ads and partnerships
Threats
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Competition: bunny subscription boxes (BunsBox, BunnyBox, BinxBox, Bunnies That Lunch etc.)
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Local subscription boxes that are cheaper
Potential Social Media Tactics
Happy Bunny Club has so much potential but is severely lacking in its brand identity. Happy Bunny Club puts the focus onto cute bunny photos and videos which is only getting them so far. Posting more about the products they offer in each of their boxes would boost social media engagement. It would be interesting to see the different kind of toys and treats that each box contains, and to learn more about the companies that they partner with.
On their website, they state that a portion of their profits goes to helping bunnies and other pets find their forever homes. Emphasizing the organizations that they donate to would be another effective social media tactic.
Happy Bunny Club recognizes the importance of testimonials (as mentioned on their website), but don’t promote them. Posting more pictures and videos from their actual customers (and not just random cute bunnies that they find on Instagram) would help showcase their products and tell potential buyers how much bunnies love Happy Bunny Club.
To read the audit, click here.