Portfolio

A Case for Growth

Executive Summary

Neff Headwear’s Instagram following stagnated in growth and engagement in 2013. Brandon Powell was tasked with developing a new strategy for growing the profile and re-engaging the fan base. Through multiple initiatives the Instagram following increased by nearly 150K followers in thirteen months organically.

  • Increased Instagram followers from 36K in June 2013 to 182K by July 2014
  • Maintained 20% of posts making the popular page (before it turned into the Discovery Page).
  • Created two snowboarding video posts around the 2014 Winter X-Games that generated over 1.8M Likes and over 10M impressions.

Challenges

The Instagram profile was in disarray before Brandon began working on it. The company was posting snow, surf, and skate photos along with apparel with no direction or adherence to a strategy. As a result, the various sport managers (snow, surf, and skate) were upset that their particular sport wasn’t being covered when it was relevant.

The company’s goal was to have the most engaging social media profiles in the action sports industry. Because there was no strategy the profile was not appealing to any of their target demos. The followers were based on brand recognition, not engaging content.

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How Services Helped

Brandon’s approach was to create a content calendar that took into consideration the time of year and gave appropriate posting weight to whichever sport was in season. This eliminated issues with the teams, and also ensured that the most relevant sport was being pushed to followers at all times.

Working with the in-house photographer, we devised a new image strategy for apparel that focused on bright images and presenting the apparel in use cases.

A hashtagging system was installed to ensure all posts were tagged with relevant industry tags. A robust influencer outreach program was implemented that included Miley Cyrus, Snoop Dogg, and Wiz Khalifa as well as Instagram influencers like King Bach.

Results, ROI, and Future Plans

The result of these efforts was an increase of around150,000 followers in thirteen months, organically.

Additionally, the engagement rate averaged around 25% during Brandon’s management of the profiles.

Brandon’s direct efforts helped Dylan Thompson win a medal for his snowboard video entry at X Games 2014. The medal was awarded based on fan votes on the athletes video submissions with Dylan’s video garnering over 1,000,000 likes on Instagram.

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Facebook Paid Video Views

Executive Summary

Average Giant Marketing was hired to increase views for St. Louis R&B singer Mai Lee’s Low Key video on Facebook. She had previously averaged only a few thousand views per video, and wanted to experiment with Facebook video ads on a small budget.

  • 188,000 views on $500 budget
  • Cost/ video view: $0.0026
  • 3100+ Likes, 2400+ Shares, 359 Comments

Challenges

The artist was not well known outside of the Asian community in St. Louis, MO.

Prior to hiring me, the artists’ team would post video links from YouTube without much success. They did not understand that Facebook does not like YouTube links and would rather you post native videos.

Additionally, the management team was skeptical about Facebook video engagement. They also were hesitant to utilize Facebook ads and would only allocate $500 to the ad budget.

Average Giant Marketing’s responsibility was to produce significant video views at a low cost. In the process the secondary duty was to prove the viability of Facebook’s ad platform to the client.

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How Services Helped

Average Giant Marketing created a comprehensive strategy for posting and advertising the “Low Key” video on Facebook.

By creating several highly targeted audiences based on interests, we were able to promote the video to an audience that was highly engaged and ready to consume the content.

Results, ROI, and Future Plans

The strategy implemented produced over 188,000 video views on a $500 budget.

With the cost per video view at $0.002, the client was more than happy with the ROI.

Not only did the campaign produce great results in terms of the main objective, video views, it also had ancillary effects on engagement rates, proving to the client that the views and viewers were real.

The artist and management team were very pleased with the results and became return customers.

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