The Project:
Champagne Package + Influencer Marketing
Ongoing campaign -- 6-month benchmark case study
3 platform strategy -- Facebook, Twitter, and Instagram
Overview:
The social media strategy for our fitness industry client is focused on the following:
- Developing consistent content strategy that highlights the diversity of product
- Introduce product to lifestyle audience outside of fitness industry
- Develop influencer relationships through takeovers and brand partnerships
- Manage community management and social networking efforts
- Integrate user-generated content into social media efforts
Sample of styled images + integration of user-generated content
Strategy & Tactics:
- Developed consistent social media content and posting schedule focused on driving key messaging
- Developed influencer marketing strategy to introduce product to top social media influencers to further brand awareness
- Developed Instagram Stories takeover program inviting a variety of influencers to take over the client's account for the day and share a look into their days
- Styled lifestyle images of product for social media channels
- Developed Facebook advertising campaign to expand reach and further brand awareness efforts
- Actively monitored social media accounts for brand engagement, conversation, and mentions
- Developed user-generated content strategy focused on monitoring mentions of brand, connecting and sharing consumer photos
The Results:
Influencer Marketing
- Secured 16 Instagram takeovers with variety of influencers. Influencers took over Instagram account for the day and shared a look behind their training, daily activitives, how they use the product, and healthy living tips.
- Launched Instagram giveaway takeover campaign with a writer from The Simpsons and author of new book. Author curated several photos throughout day to highlight his life as a writer and runner and we concluded the takeover with a giveaway with signed copies of the book.
Sample of influencer Instagram Takeovers
Key Instagram Wins
- Increased Instagram followers by 56% adding 1k+ new followers
Increased weekly Instagram impressions by 420% to an average of 6.6k+ impressions per week
Increased user-generated content submissions by 860% to an average of 35 mentions of the brand each week
Key Facebook Wins
- Increased post engagements by 770% from an average of 49 weekly engagements to 420+ weekly engagements
- Increased weekly impressions of posts by 220% to an average of 4k+ impressions