My Responsibilities: Social Media Strategy. Content Curation and Creation. Social Campaign Ideation and Execution. Analytics and Reporting. Social Media Contest Creation and Management. Paid Social Strategy, Set-up, Optimization and Analytics.

CHALLENGE

Develop a social media campaign that would reach new customers interested in the outdoors lifestyle. Generate at least 500 new e-mail leads. Drive online product sales in the 3 weeks leading up to Christmas. The idea should focus on energizing the Facebook community in particular.

SOLUTIONS

Created the Over Under Great Cooler Giveaway contest allowing customers to enter by making a purchase on the client's website or by entering their e-mail on a microsite (no purchase needed). For the next 12 consecutive days, we would post a new Over Under clothing or accessory item on Facebook and Twitter. Ultimately the winner would receive the cooler with all the 12 items in it (total value of over $1,000).

The campaign quickly gained popularity among current fans and customers on Facebook, who helped spread the word by sharing, tagging, and commenting on all campaign-related posts. Adding new items to the cooler each day generated additional excitement and engagement on the page. Detailed Facebook targeting helped pinpoint specific audiences that were most likely to make a purchase and participate. We focused on areas of the country around retailers that carried Over Under clothing line, as well as specific behavioral targeting of our top segment: males, 25-35.

The Great Cooler Giveaway resulted in over 1195 contest microsite visits and 1100 new e-mail leads. The client recorded a significant increase in online sales and website traffic. Facebook engagement rate increased by 233% from November to December 2017.