Espionage Cosmetics
As Espionage Cosmetic‘s Social Media Manager, I built their monthly editorial calendar for the busy convention season. For this e-commerce cosmetics brand, I created engaging and on-brand content tailored to each channel in various formats (photo, graphics, GIFs, video).
The organic content strategy I developed for Espionage Cosmetics increased customer engagement, audience growth, traffic, and conversions. With my prior experience in the pop-culture community, I quickly adapted to their brand voice and understood their passionate community.
I managed all social media planning and execution. I curated user-generated content to be shared and served as a project manager for the internal design and social media teams.
Accounts Managed:
Community Management
By interacting daily with pop culture, cosplay, and makeup communities on Espionage Cosmetic’s social channels, I was able to grow their following. I wrote copy, responded to comments, and answered customer service questions in the brand’s voice, ensuring that all content was on-brand and cohesive. I engaged with established groups and communities in the pop-culture space for further reach.
Campaign Management
I designed and executed several social media campaigns for Espionage Cosmetics, promoting everything from new products to celebrations of milestones, the largest of which was for San Diego Comic-Con.
Brief: Promote Espionage Cosmetic’s presence at San Diego Comic-Con.
Insight: By doing promotion before the convention, we’ll boost our visibility and attendance at events. During the convention, we’ll obtain brand awareness. Post-con, we’ll have new content and need to engage the newly obtained audience.
Action: Before Comic-Con, I created Facebook event pages, a comprehensive content calendar, and reached out to press outlets that would be in attendance. My goal was to highlight the panels, parties, and events Espionage was to participate in. During the event, I wrote daily blog posts covering each day of the convention, did live video coverage at the Her Universe Fashion Show, posted on social media, and replied to comments in real-time. After the convention, we focused primarily on engaging with the new audience we had attracted the attention of during the convention via social media and newsletters.
Outcome: Several of the panels we participated in were packed with attendees, the parties we contributed to were fully sold out, and the events we hosted were well attended. Blog posts, live coverage, and social media posts did extremely well, many exceeding our usual engagement. We also obtained press coverage for the brand.
