Discover Network is the merchant side of the Discover services, which works with small businesses and merchants who accept Discover card from customers. The social vision was to help merchants drive their businesses forward by creating a community of resources and relationships that provides brand exposure and business education. Discover has the tools of a big brand, but unlike the competition, is truly small business-minded.
To attract merchants to Discover Network’s Facebook page, a content and Facebook strategy was developed with different key themes and messages. The effort was kicked off by a new campaign, The Holiday Wish List, an application where merchants entered a contest by sharing and publishing the top things they would like this holiday to propel their business forward. The contest directly increased the Facebook page Likes and led to higher engagement on posts by an average of 400%.