Social Media Strategy

More Sunday was a sustainable clothing ecommerce brand that needed a social media strategy to launch the brand.

Marketing goal: brand awareness

 

User Generated Content (UGC)

  • Created a cohesive brand image by sourcing content (UGC) and utilizing social media management tools to automate Instagram posts and perform hashtag research which doubled average impressions per post.

  • communicate with influencers and select influencers based on best campaign fit

Social Media Management Tools

  • utilized Later and Planoly to schedule posts

  • managed a content calendar

STRATEGY 1: luxury purchasers

target audience: women who purchase luxury goods for themselves because some wealthy women do not spend on themselves

strategy: use location tag and researched location specific hashtags to target cities that spent most on luxury items in past 5 years

results: nothing changed. Therefore I needed to try other zip codes before switching to another strategy

STRATEGY 2: sororities

target audience: University of Southern California sororities because they tend to buy matching clothes. More Sunday's founder was also in a sorority and would be attending sorority events as a vendor in a few weeks

strategy: tagging all local sororities and engaging with their members' posts

results: more impressions and likes, sold products at events

instagram story 2.png
 

STRATEGY 3: story highlights

  • purpose: educate and differentiate

  • medium: highlights stay at the top of an instagram page unlike posts that get pushed down

  • content: benefits of silk and customer reviews to establish credibility amongst consumers

Design Choices

  • colors were the brand’s gold and orange for the autumn season

  • silk background for the premium feel

  • hearts instead of stars and flowers for a feminine touch to appeal to our predominantly women shoppers

  • shoppable link to encourage buying

 

Social Media Management
Graphic Design
Hashtag Research

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