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For the latest episode of Social Confidential, Adweek’s Jess Zafarris is joined by Evan Weissbrot, president of agency 180 New York, and Amy Morgan, brand communications manager at Conagra Brands, the strategic minds behind Slim Jim’s meme-fueled, brilliantly chaotic social media presence. Evan and Amy explain how the brand tapped into the creativity of a parody account to rally the “Long Boi” community, first on Instagram and then on Twitter—accounts that, instead of trying to sell the meat sticks, make their fans laugh and relate to their interests.
As a result, the @SlimJim Instagram account has reached 1.3