SocialChain
During my time with one of the leading global social agencies, SocialChain, I was tasked with developing Strategy for brands in fast fashion and FMCG, such as Oh Polly and GoGo squeeZ among many others. Most of my work required strategic analysis of essential KPI’s and further Strategy Development, cultural and social trend monitoring, as well as client newsletter development.
Audience Insights
While much of the social media strategy revolved around progressing via KPIs, engaging with the community and seeing beyond the numbers was essential. Diving deep into the comment sections and taking a step back allowed me to see that we were missing out on tapping into an integral audience: fathers. While much of the conversation was directed toward mothers and mommy bloggers, many father figures felt left out. As soon as we adapted our strategy to communicate with them, the brand saw positive engagement growth and an overall increase in positive sentiment.
Result
Numbers can only take you so far. Even with the most advanced tools for KPI analytics, it’s important to remember that behind the numbers is a community waiting to be heard. By listening to what the audience was missing, even if it was subtle, engagement rate grew from 3 to 5% within a month.