Campaign: Planet of Plenty
3-month rollout | Facebook, Twitter & Instagram
Overview:
The social media strategy for the Planet of Plenty campaign focused on the following:
Develop launch strategy across social media to introduce customers to a video series highlighting the company’s sustainability commitment
Provide brand styling to break long-form video content into digestible pieces across platforms
Develop strategic content to drive viewers to a new website that encourages newsletter signups
Launched targeted social advertising campaigns to support efforts
Strategy & Tactics:
• Provided brand styling for Instagram Stories and custom graphic creation
• Launched Facebook and Instagram advertising campaigns focused on increasing website clicks and email lead generation
• Shared behind-the-scenes photos to maintain excitement between video premieres
Modified 7-8 minute long videos into easily consumable social highlights:
Stories on Instagram
Media-focused threads on Twitter
Incorporated interactive polls into the long-form video to keep Facebook Watch viewers engaged
The Results:
Series premiere viewed 82+k, earning 2.5+k link clicks across platforms
22% retention rate for the long-form video on Facebook
40+k website clicks from paid social ads
Campaign: 27 Days of Sandra
1 month merch launch | twitter & Instagram
Overview:
The goals of the 27 Days of Sandra campaign for Emmy Award-winning actress Jackée Harry include:
Establish the fashion legacy of a high profile television character from the 80’s
Develop official merchandise celebrating the 35th anniversary of the character
Drive traffic to an e-commerce store
Strategy & Tactics:
• Analyzed existing purchase data to guide design style for new merchandise
• Provided monthly content calendar outlining daily social media posts
• Built Instagram Store to incorporate product tagging and drive “swipe up” link clicks
• Repurposed archival footage and rare photos to tie the historical context to new merch
• Compiled daily posts and top fan highlights in a Twitter Moment for easy sharing and organic promotion
The Results:
9.2M organic impressions & 3+M media views
140 single day orders
Inspired updated fashion looks by influencer/stylist Harrison Thomas Crite (@iamhdiddy) and actress/entrepreneur B. Simone (@thebsimone)
Campaign: ONE: The Alltech Ideas Conference
annual 8 month registration period | facebook, twitter, linkedin, instagram & Snapchat
Overview:
An agriscience company needed to raise awareness in an attempt to continually increase attendance for their annual ag-tech conference. Objectives included:
• Scale and implement fully integrated social media campaigns
• Create audience and demographic segments
• Develop automated email campaign workflow and lead generation campaigns
Strategy & Tactics:
• Built social media strategy with strategic campaigns to increase awareness and drive conversions
• Oversaw community management and social networking efforts
• Conceptualized and implemented promotional contests, prompting user-generated content
• Identified and launched influencer marketing campaign
• Facilitated live event coverage
The Results:
• 8.5+M people reached
• 500+ qualified leads earned
• 168,000 event mentions on Twitter, becoming the #7 trending topic nationally and #1 in the state
• Year-over-year growth of conversion rate and total number of conversions (event registrations) with budget reduction
Campaign: By The Way
2 month pre-order period | Instagram, facebook & twitter
Overview:
With a varied mix of personal and professional content consuming the grid of salon-owner Elgin Charles’ social media, the campaign for his book of memoirs needed to:
• Produce social content that would stand out
• Aquire new followers of a differing interest segment from the existing audience
• Drive traffic to a landing page for book pre-sales
Strategy & Tactics:
• Established brand guidelines for social media posts to invoke the same look as the book cover
• Developed purchase-driven target audiences for paid Facebook and Instagram ads with a shoestring budget
• Identified and strategically engaged with media and book distributors to secure profiles and book signings
• Collaborate with book publisher on overall marketing strategy of book sales
The Results:
150 book pre-sales
20,000+ meaningful social interactions
Attention led to features with The Advocate and EDGE Media Network, prompted book signings and a partnership with Atlanta Pride