Brief: Build brand awareness and generate a following to be converted into app users for this new e-commerce iOS application.

Insight: By informing potential users of the woman-led e-commerce application’s offerings and its mission to support women-owned businesses, we’ll draw a passionate mission-driven audience to the new app.

Action: I developed and executed a content strategy to drive brand awareness, audience growth, traffic, and sales. I created a social media plan and then executed it by building a content calendar, fine-tuning the brand voice, community management, and utilizing paid media. Weekly, I then gave an overview of the resulting data, analyzed KPI metrics, trends, creative, and communicated results and my recommendations to the internal stakeholders. Comparisons to the prior week’s or month’s results were also included in the report.

Outcome: I grew West Tenth’s Facebook likes by 1,200%, Twitter by 1,600%, and Instagram by 475%.

Accounts Managed:

• Facebook – 4,600+ followers
• Instagram – 29,800+ followers
• Pinterest – 68,400+ monthly views

Content Calendar & Copywriting

I ideated and posted on the West Tenth social channels daily (Facebook, Twitter / X, Instagram, LinkedIn, and Pinterest.) Utilizing social media planning software such as Planoyl and Tailwind, I was able to automate posting for their Facebook, Twitter / X, and Pinterest channels, freeing up valuable time for the new startup.

I developed a monthly editorial content calendar, which included trends such as social and hashtag holidays that were important for the brand, such as International Women’s Day, National Chocolate Day, and National Boss’s Day. Additionally, I incorporated planning content, such as gift guides for the winter holidays, Mother’s Day, and Valentine’s Day, and worked with the graphics team to develop shareable content to coincide with these important dates.

In addition to writing copy for their social media posts, I developed buyer messaging for the brand, wrote several blog posts, customer-facing newsletters, and press releases for West Tenth while maintaining brand voice consistency.

Paid Media Campaigns

I ran several paid media campaigns for West Tenth on Facebook, Instagram, and Pinterest and was in charge of the creation and daily maintenance of the ads for these platforms. Ads were optimized to target their specific audience based on location, gender, age, and interests. I analyzed the data from native platforms, which provided essential information that informed optimizations.

I targeted potential and current users through ads, each with various goals such as traffic, page likes, reach, awareness, engagement, and app downloads. The ad budget’s effectiveness was quantified and reported to the co-founders on a weekly and monthly basis.

Giveaway Campaigns

Brief: Boost brand awareness, social following, newsletter subscriptions, and app downloads around certain times of the year.

Insight: Utilizing Gleam.io, we provided multiple ways for users to interact with the brand in exchange for entries into a giveaway. Thus allowing them to rack up points towards winning and gaining the brand several ways to increase awareness, following, subscriptions, and downloads.

Action: We did giveaways of specific items listed on the app around certain holidays as well as gift cards so that giveaway entrants would be enticed to use the app and thus become users of West Tenth. We allowed entries through app downloads, Facebook likes, shares, Pinterest follows, Instagram engagement, Twitter / X follows, email collection, and more.

Outcome: Over 8,000 actions were taken on a single campaign, attracting thousands of entrants and performing at high conversion rates.