Project Overview
This sustainable fashion magazine was looking for a social media manager that was able to adapt quickly. Our primary goals were to build a responsive audience that were actively engaging with our content, and taking the time out their day to read the articles in our online magazine.
This project involved various approaches to content that involved editorials, article promotion, collaborations and everyday content that would connect with not only our readers, but a broader audience.
Being such a huge undertaking, this involved staying in frequent contact with the editorial team and the editor in chief, so that we could accurately coordinate social promotions with freshly published articles.
Planning Social Content
Every month, I would liaise with the relevant teams as well as our advertisers to form the basis of a social media plan. This would tell me when I needed to promote an article, when I was required to promote a specific brand, and when I would have editorial shots available for content.
Following this, I would research events that were relevant to our subject matter (such as Sustainable Fashion Week), so I could create content that would keep up with industry news.
Finally I would highlight specific dates to talk about social causes that the magazine aligned with (such as International Women’s Day), so I could reach a broader audience that aligned with our values.
This would make the crux of my social media plan, as it would cover all of the bases that directly connected us with our audience.
Editorials and Article Promotion
As a magazine directed at fashion, we not only had articles talking about what it means to practice sustainability in the fashion world, but we’d also have a range of editorial pieces that highlighted sustainable designers.
This required me to source the correct images that spoke to the subject matter while maintaining a powerful visual throughout our social feed.
Everyday Content
From the moment I began working with this magazine, it was apparent that in order to maintain a steady schedule, I would have to create some feed content. My thought process behind the designs were to maintain the standards set by the editorial team, by sourcing powerful images that directly related to the topic.
Promotional Content & Advertisers
Some of our content would be in direct collaboration with advertisers.
On these occasions, I would review the press junkets that had been sent to our editors. From this I would compile images that work with our existing feed. Following this, I’d create an effective hook and use the press packet to form the remainder of the caption.
Every collaborative piece was sent back to the relevant company for review, along with a publishing date. Companies would typically receive the post 2 weeks before publishing, which left room for edit requests.
Audience Takeaway
Within 3 months of our launch, we had over 1000 followers and an average click through rate (CTR) of 18%.
This is when I started to build our outreach strategy, connecting with leaders in the sustainable fashion industry.
This provided our team of writers with new opportunities to interview designers and charity founders which improved direct traffic to the magazine website.
Additionally, our chief editor was invited to attend a sustainability convention by their organisers to talk about the effects of fast fashion and the actions that we could
all be taking to deinfluence ourselves from the latest trends in style and fashion.
Through our increasing social media connections, the magazines following and engagement grew faster than ever.