Portfolio

The Business Impact of Social Media

Executive Summary

Objectives
The primary objective of the Herbalife social media training program was to empower distributors with the skills to effectively use social media for business growth. The initiative also aimed to improve the online perception of Herbalife distributors, transitioning from aggressive to more engaging and informative online interactions.

Challenges
The project faced the challenge of developing a training program that was both comprehensive and accessible to a diverse global audience. Additionally, it needed to cater to varying levels of social media proficiency, from beginners to advanced users, and ensure the program was culturally and linguistically inclusive.

Strategies
The strategy involved creating a series of modular training videos, covering essential social media skills and best practices. These modules allowed for customizable learning paths. A significant part of the strategy was the global rollout of the program, ensuring accessibility across 92 countries and 7 regions, with a focus on localization and cultural sensitivity.

Results
The program achieved a 95% completion rate and 98% positive feedback, indicating a high level of distributor engagement and satisfaction. The global reach and successful localization efforts ensured the program’s effectiveness across diverse regions. Distributors significantly enhanced their digital and social media skills, leading to an improved online presence and interaction quality. Social media attributed sales increased over 15% for distributors who completed course.

Conclusion
The Herbalife social media training video project demonstrated the impactful role of digital education in enhancing individual competencies and improving brand perception on a global scale. The success of this initiative underscores the importance of tailored educational content and strategic global implementation in achieving comprehensive learning and brand enhancement objectives.

Challenges

Herbalife sought to address a multifaceted challenge in optimizing their distributors’ social media proficiency. The primary aim was to provide comprehensive education on leveraging social media to amplify business growth effectively. This initiative was crucial in transforming the digital presence of Herbalife distributors from being perceived as overly aggressive to becoming more engaging, informative, and beneficial to their audience. Additionally, the project intended to propagate the successful social media strategies and best practices observed in the field among distributors. This repositioning was vital in enhancing the brand’s digital footprint and in reshaping the public perception of Herbalife distributors in the online sphere.

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What Was Done

Strategy

  1. Development of Educational Modules: A series of structured training modules was created, focusing on various aspects of social media engagement. These modules were designed to be comprehensive yet accessible, catering to distributors at different proficiency levels, from beginners to those seeking advanced strategies.
  2. Targeted Learning Paths: The modules were organized into different categories or learning paths, enabling distributors to customize their learning experience based on their specific needs and skill levels.
  3. Global Rollout Plan: Recognizing the diverse and international profile of Herbalife distributors, the strategy included a global rollout plan. This plan aimed to make the training accessible to distributors in 92 countries across 7 regions, ensuring a wide-reaching impact.
  4. Incorporation of Multimedia Elements: The use of engaging video content, varying in duration to suit different attention spans and learning styles, was a key component. This approach aimed to make the learning process more interactive and retainable.
  5. Localization and Cultural Sensitivity: A significant part of the strategy was to localize and translate the content for different regions, respecting and acknowledging the cultural and linguistic diversity of the global distributor base

Innovative Tactics

  1. Modular Training Approach: The training was divided into specific modules, allowing distributors to follow personalized learning paths.
  2. Broad Accessibility: The project was launched globally in 92 countries across 7 regions, ensuring wide accessibility.
  3. Multimedia Content: Utilized a mix of video content, ranging from 5-10 minutes, for engaging and concise learning experiences.
  4. Localized Adaptation: Each video was carefully localized and translated to cater to the diverse linguistic and cultural nuances of a global audience.
  5. Knowledge Extension: Utilized end of module quizzes as well as digital groups on Facebook and Telegram to ensure knowledge retention

Results & Key Learnings

Results

  • High Engagement: The program saw a 95% completion rate and 98% positive feedback, indicating strong distributor engagement and satisfaction.
  • Wide-Scale Adoption: Successfully launched in 92 countries across 7 regions, demonstrating the program’s global appeal and effectiveness.
  • Effective Localization: The training was effectively localized and translated, ensuring cultural and linguistic relevance across diverse regions.
  • Skill Enhancement: Distributors significantly improved their digital and social media skills, optimizing their online business strategies.
  • Improved Brand Perception: The program helped shift the online perception of Herbalife distributors towards more positive and engaging interactions.
  • Improved Social Media Sales: Social media attributed sales increased over 15% for distributors who completed course.

Key Learnings

  1. Content Adaptability: The ability to adapt content for a diverse global audience is key to successful international training programs.
  2. Engagement through Education: Educational content, when well-crafted and relevant, can significantly enhance user engagement and knowledge retention.
  3. Strategic Content Delivery: Modular and multimedia-based learning approaches can cater to different learning preferences and increase the effectiveness of training.
  4. Importance of Localization: Localizing content to fit cultural and linguistic contexts is crucial for global outreach and resonance.
  5. Best Practices Decrease Negative Perceptions: Exposing distributors to social media selling best practices has decreased the negative perception of Herbalife distributors

A Healthy Rebrand

Executive Summary

Objective: Transform Vitamin World’s brand for a wider, premium market and elevate customer engagement.

Challenges: Modernizing brand image, distinguishing in a competitive sector, and enhancing digital customer interaction.

Strategies

  • Brand Redefinition: Shift to a premium, wellness-focused brand identity.
  • Visual Identity Update: Implement a modern logo and color scheme.
  • Content & Digital Marketing Revamp: Focus on educational content and personalized digital experiences.

Results

  • Brand Perception: 12% increase in a premium brand image.
  • Customer Engagement: 23% rise in engagement levels.
  • Website Conversions: 22% increase in online conversions.
  • Customer Acquisition: Gained an 18% increase in new customers, particularly among younger demographics.

Conclusion: Strategic rebranding and focused digital marketing efforts significantly enhanced Vitamin World’s market position and customer engagement, showcasing the impact of tailored branding and marketing approaches in the health and wellness industry.

Challenges

The primary challenge at Vitamin World was to execute a comprehensive rebranding initiative. The goal was to shift the brand’s image to resonate with a more upscale, health-conscious demographic, while also attracting new customers. This involved not just a visual makeover, but a strategic overhaul to redefine how the brand engaged with its audience, both online and in-store. The task demanded an innovative approach to elevate the brand’s market position and perception, aligning with the evolving needs and expectations of modern consumers in the health and wellness sector.

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What Was Done

Strategy

  1. Brand Redefinition: Leveraging the new brand foundation focusing on empowering knowledge, quality, and transparency to set a premium brand direction.
  2. Modernizing Visual Identity: Implementing a new color palette and logo design to reflect a modern, high-quality brand, appealing to a younger demographic.
  3. Educational Content Marketing: Focusing on wellness education through digital content, aligning with the mission of empowering health journeys with personalized solutions.
  4. Personalized Digital Experience: Developing a more intuitive and customer-centric website and online shopping experience, using AI for personalized recommendations.

Innovative Tactics

  1. Interactive Wellness Journeys: Introducing an AI-powered feature on the website, providing customers with personalized wellness plans based on their needs.
  2. Social Media Engagement: Leveraging platforms like Instagram and Facebook to create engaging, educational content around health and wellness.
  3. In-Store Digital Kiosks: Incorporating technology in physical stores for interactive learning and product exploration.
  4. Partnerships with Wellness Influencers: Collaborating with health and fitness influencers to create authentic content and engage with a broader audience.

Results & Key Learnings

Results

  • Brand Perception: Achieved a 12% increase in overall brand perception towards a more premium image.
  • Customer Engagement: Elevated customer engagement by 23%, creating a more loyal and active customer base.
  • Website Conversions: Increased website conversions by 22%, driven by the new, customer-centric digital experience.
  • Customer Acquisition: Grew new customer acquisition by 18%, successfully reaching younger demographics.

Key Learnings

  1. Brand Consistency is Key: Maintaining a consistent brand voice and visual identity across all platforms is crucial for effective rebranding.
  2. Education Drives Engagement: Providing value through educational content can significantly increase customer engagement and loyalty.
  3. Personalization Enhances Experience: Tailoring the customer experience, both online and in-store, leads to higher satisfaction and conversion rates.
  4. Leverage Technology Wisely: Integrating AI and digital innovations can transform the customer journey, making it more interactive and personalized.
  5. Collaborations Expand Reach: Partnering with influencers and brands can effectively broaden the audience and enhance brand perception.

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 150K in 1 year
  • Maintained 20% of posts making the popular page (before it turned into the Discovery Page).
  • Created two snowboarding video posts around the 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 150,000 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 the X Games. The medal was awarded based on fan votes on the athletes video submissions with Dylan’s video garnering over 1M 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.

Mai Lee | Facebook Ads Case Study

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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