This skincare company started their social media efforts in 2016 and by June 2016 had around 16k followers on Instagram. They had a beautifully curated feed and a well organized content calendar. They had budget and resources needed for content creation, curation and influencer marketing.

The Challenge:

This company wanted to aggressively target a 60k followers by Dec 2016. Once we reached that target in 2016, they wanted to add another 100k to make it 160k by EOY 2017. They also wanted a higher engagement rate from their current 5% to 10%. Changing Instagram algorithms made it difficult to achieve their aggressive targets and company’s audience base was shifting to snapchat. However launch of Stories helped us be in track.

My Strategy:

My strategy was to created a 360 deg plan including content, reusing user generated content, influencer marketing plan, events with collaborations, special activation plan for trade shows and beauty shows. I also started with short video creation, product teaser videos, how to videos, infographics, quizzes and polls. Since this company was into eco-friendly and vegan space, I partnered with non-profits and charities that aligned with company’s mission and created co-sponsored events that helped all parties involved with social media presence. I implemented EMV tracking as well.

Results:

Results were spectacular! We not only made it to 160k followers by Dec 2017 but exceeded it by 20k to be at 180K. Engagement rate stood at 14% which is significantly higher than 5% we started with. We got a 114% increase in our EMV and achieved 4m in EMV in Q1 2018. Company also got its “Verified” status in 2018.

Here is a graph showing follower count growth