Project overview
To celebrate 10 years of business, my client want to provide loyal customers with 10 days of exclusive sales, giveaways, and competitions…the majority of which would be led through their Instagram page.
Their main goal?
On top of building a community with their customers, they wanted to drive fresh sales and expand their audience.
But there was more to it than regular organic social media management…I took on the role of a social media marketer, with paid ads and brand collaborations combining with my typical duties.
Planning the social media campaign
Step one
As a multifaceted campaign that spanned across 10 days and various marketing channels, I started with a blueprint.
This blueprint was a detailed day by day plan for the campaign and included daily goals, content structures, scripts, and deadlines. This blueprint ensured that everyone in the company that was involved in the campaign, had a clear directive on how we would execute every part of it.
Step two
During the course of the campaign, we had planned four social media brand collaborations. Each brand received the section of the blueprint that was relevant to them, so that they knew exactly what we were aiming for.
From the blueprint, these brands knew the special offers we had on their products, content creation deadlines, posting times/dates, and what promotion we expected of them in return.
Step three
Given the breadth of this campaign, I was put in contact with the company’s internal team. This allowed me to collaborate on other marketing avenues (such as email marketing) and direct the native content that was required.
To ensure everything was organised, I developed a campaign spreadsheet that included every task required, the name of the person behind the task, and a colour coded drop down menu that allowed us to track the progress.
Brand partnerships & collaborations
This campaign began by collaborating with some of the most popular brands that my client stocks. While each collaboration looked different, they included exclusive sales and free gifts in specific orders. Logistically, this meant that we had to wait until all additional stock arrived before we were able to launch the campaign.
Once we had confirmed all of the delivery dates, I worked with the brands to create social media content that would
Stop the scroll
Present the brand alongside my clients company
Highlight the parameters of the sale and the free gifts for purchasers
As many of these brands are based in other countries (primarily the US), a lot of the collaborative elements were done through email. Each brand had different messages and aesthetics that they required, so I was in constant contact with design and caption adjustments to ensure that every piece was approved by them and by the client.
As brand continuity is important from social media to the website, I made sure that the fonts that were used on these collaborative pieces were aligned with the clients own branding. With each piece containing the same font, viewers that were previously familiar with my client could easily identify them. To further the brand recognition, I added a subtle twist by creating a special 10th anniversary logo in a golden hue. All lettering and logos were highlighted with an echo shadow that made it stand them against the background.
With a strong sales copy caption that detailed the special offers in full, each brand had a collaborative piece that was a perfect blend of themselves and my client, which they shared with their own Instagram audiences. Additionally, I created stories that matched the aesthetic of each brand piece, reiterated the special offers, and included direct links to the brand’s page on my clients website.
Organic content creation & video production
Information about the process…
Paid Meta advertising & audience A/B testing
Information about the process…
Meta ad results
Information about the results…
Omnichannel Engagement
A little information…
Email marketing copy
A little information…
Community management
A little information…
10 year anniversary campaign results
A little information (not full analysis)
Featured service
Include full social media management service (end to end)