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
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